Define Your Brand, Express Your Message
Who are you? What message do you want to send? How is your business unique and special?
These are questions to ask yourself when creating your logo and defining the purpose and values of your company.
HOW TO DEFINE YOUR BRAND
THE VISION & THE MESSAGE
CREATE A MEMORABLE, YET RELEVANT BUSINESS NAME
The business name you choose represents your company and the company's values (especially if you're a sole proprietor). Click here to learn how to choose a name for your business.
CHOOSE A BUSINESS PALETTE
The colors your choose for your business has a great impact on the customers perception of your message as well as the products your selling.
You want your business palette to appeal to the market you're tying to target. Click here to learn more about color meaning and how it impacts your customer
CREATE A LOGO
Your logo is a mix of your business color, business name and graphics. Click here to learn how to create an effective logo for your business
HAVE A MISSION STATEMENT
What is your business' purpose? What do your stand for?
Your mission statement lets customers know your goals and your intentions, giving them a chance to "opt-in" with your ideals and support your concept via their purchases.
FORM A TAGLINE
One, if not the most popular tagline is "Just Do It". It's simple, to the point and embodies the purpose of the company. Your tagline should be catchy, memorable and effective.
WHO ARE YOUR CUSTOMERS?
HOW TO FIND YOUR TARGET AUDIENCE
Who benefits from your products? Your target audience is the group of people that you want to reach out to, to buy your products.
This type of information is extremely important and drives your marketing strategy. You wouldn't want your advertisements to appeal to an older audience if you sell very youthful, trendy styles.
You'll need to do market research to learn how different types of advertising appeals to different audiences.
DEFINE YOUR BUYER
ENGAGE WITH A PORTION OF YOUR BUYERS
In-person via a focus group
Administering an online survey
Individual phone interviews
PREPARE YOUR RESEARCH SURVEY QUESTIONS
Ask the buyer for background information
You want to get to know your buyers. You might be able to capture basic information like age and location.
DISTRIBUTE YOUR SURVEY
M-Turk (Mechanical Turk)
Amazon Mechanical Turk | Sign up as a Requester
Create surveys for a low monthly fee
LIST YOUR PRIMARY COMPETITORS
Understand your competitors strenghts and weaknesses to understand where and how you can provide better service or quality
SUMMARIZE YOUR FINDINGS
Compile the information you've gathered and summarize your findings to narrow down which customers are getting use out of your products and why
Click here to read "How to Do Market Research: A 6-Step Guide" - HubSpot
COLOR CHOICES & BRAND MESSAGE
It may not seem important, but your business' color choices has a direct impact on the message perceived by the customer.
Businesses understand this concept and design their logos to match the emotional message they want to convey. For example; Amazon's branding colors are yellow and blue. Yellow represents "alert" or "yield".
Blue represents trust and honesty or integrity. So when you really think of the message that Amazon is sending, it says "hey, look here and stay here, you can trust us". It's a very powerful message and in part, Amazon's success is due to their color choices.
THE IMPORTANCE OF
MARKETING & ADVERTISING
Marketing is important because it allows businesses to maintain long-lasting and ever-present relationships with their audience.
It is not a one-time fix, it is an ongoing strategy that helps businesses flourish. It engages: Customer engagement is the heart of any successful business – this is especially true for SMBs -"MovingTargets.com".