Whenever I meet with a new client, we always discuss how the individual sees the brand & business. Both where it is currently, as well as the hopes and dreams of achieving where the business could go. This is always client dependent; success could look like a specific type of bride you want to work with, being able to support a fully fledged film addiction, or even just making their small business something more stable. Whatever it is, these are the things that are seriously important when thinking about, and working towards, a brand for your business.
1. Why does it matter where my business is now?
Because you need to be realistic about the work that you’re currently doing, the type of client you’re attracting- and maybe even more importantly, what’s working in your favor, and what is just not working. Knowing how to objectively think about these important aspects of your business will not only help you be able to weed out the unecessary information within the branding process, but also keep you from any indecision you may face when thinking about a look and feel. Be aware of your current surroundings and it will only help you build up towards a better place.
Which brings me to,
2. Why should I think about the next 3-5 years?
Let me rephrase, does treading water sound successful?
So you’ve got your current situation covered, you know what your market is, and your place in it. You’ve got your competitors, and you’ve got your style down; now what? Now you dream and plan. Remember what success felt like when you were figuring this out? Okay, now you figure out how to get from where you are, to where you’d like to be; and the fairy godmother in this situation? Designing your brand.
Creating a brand with this stage, the where-to-next stage, will help springboard you to that desired outcome. You want to attract an edgier bride? Express your quirk. You want to get into that exclusive venue that only specific photographers get access to? Let’s talk about class-act, traditional southern gentility and how using texture can speak so clearly to the down-home feel, without ever feeling the cheese factor.
Thinking about how to position a business for growth within a brand will ultimately put you in a stronger position to be more in control of what kind of work you do, the kind of people you work with, and the kind of worth you command. While I’m sure everyone now knows that brands are more than just a logo, they can absolutely be more than just a beautiful facade over a variety of services. Used strategically, brands can be used to the total advantage of the owner, to communicate and connect with whomever and however they want; making branding a very powerful marketing tool. So take advantage of it!
Until next time!