At the heart of any good business is good branding. Sadly, most advice online talks about building or improving an already established brand. That works for most people, but not so good for someone like yourself who is starting their business from scratch.

Getting things started will be hard, but it is possible. Eventually, you will need to enlist the help of an experienced professional. Until then, you need to do is establish the core features and quality of your brand. Luckily, all it requires is a little time, effort, research and an in-depth understanding of how your company works. Here are six things to consider.

1. Identify your target audience

First things first, trying to sell to everyone is a nightmare. It is just not feasible because it id impossible be all things to everyone. Instead, start with one or two key demographics and expand from there as your brand becomes more established. In the meantime, you need to identify your target audience.

Who are they? What do they need? What do they want and how do they want you to speak to them? Movies and theatre productions are different; likewise, your messaging and how you present your brand should be unique to your target audience.

2. Learn about the competition

It is time to check out the competition. There is a lot to learn about how to build and market your brand. Who better to learn from than your competitors? Try to understand what makes each them unique. How do they interact with their customers, and how do they stay ahead of the curve? Remember, the goal is not to copy anyone else. Your objective is to understand then take what you learned and apply it.

3. Identify what makes you special

Your brand needs to be unique to stand out. What do you plan on offering that no one else can? For example, if you have a better quality product or a lower price than your competitors, you could emphasise that in your branding. Unable to compete on price or quality? Not to worry. Brands (especially well-established ones) at times tend to be traditional. Bring something new to the table. Something cutting edge, with a younger vibe. Are the other brands elitist and pretentious? Shoot for something more down to earth.

4. See your brand as an individual

So you’ve decided on your target audience, looked at the competition and have figured out what makes your brand special. Let’s go a step further. It’s time to look at your brand as a person. After all, it has feelings. Your brand is more than a logo, and what you do as a company will determine if you sink or swim.

What type of person is your band? Male or female? Older or younger? What kind of wardrobe does your brand have? How would does it talk? Would you be happy if your brand approached you as a stranger? Your customers may never ask or have the answer to these questions. However, knowing the answer to these questions will help you understand what kind of your brand you are planning to create.

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