We are surrounded by business owners, nonprofit organizations, individual artists and ensembles that have their own unique personality, voice and story to tell. Stories evoke emotion and a sense of belonging and connection. This is the heart of what we mean by branding. It’s the connection and identification that creates brand loyalty and drives people to buy.
Trust me, if there’s a story to be told, people want to hear it. Moreover, people want to hear it in a consistent and compelling way. Do you have a sense of identity? Do you know your personality? Do you know your story? What are the key values and messages you want consistently conveyed? How do you want them communicated?
I’ve worked with a lot of artists and small business owners to know that even in a small business there is a great story, a great vision, and great values. We don’t need to be Nike or Apple, have hundreds of thousands of dollars and resources in our budgets to be a brand. Brands come in all shapes and sizes. It’s just a matter of getting clear on who you are, what you do, and why you do it.
The Branding Toolkit is a step by step guide to creating your brand. It walks you through the processes of identifying your values, your vision, your brand’s personality, and ultimately, the external image that best represents it. With all this information, you can then craft meaningful marketing messages targeting your clients, audiences, etc.
The most important rule is that all brands are built over time. A brand is a living breathing organism. It’s more than the logo, the tag line, the fancy website and marketing collateral. It’s how you speak, what you say, how you say it, the relationships you build, the values you stand behind, how your clients and audience perceive you, and what drives their loyalty.
If you’ve ever been overwhelmed by the abstract notion of a brand, look no further. The tool kit takes the abstract out of it and turns the knowledge you already have into the something concrete. Download the kit now to be on your way to a better more focused vision, mission, and brand.