So – you’ve got a killer business idea! Now it’s time to set those plans into motion, get the ball rolling, awaken the giant – and all those other things motivational speakers say…
If 2022 is the year you strike out on your own, consider these 6 golden rules before marketing your new brand:
1. See the Value in Value Proposition
Your product or service has to seriously stand out from your competitors. What are you offering consumers that’s different from everything else on the market? Take Canva, for example.
Co-founder Melanie Perkins says her idea came from simply observing the need for a design platform that was simple in function and collaborative in nature, far from the complex ins and outs of programs like InDesign and Photoshop. Perkins saw a gap in the market and went for it, and you should too!
Get started by thinking about what your company stands for, how it will operate to align with your audiences’ values, and why people even deserve your business. Your trust must be earned!
2. Jump Those Hurdles! Brainstorm Your Challenges and Considerations
What are some of the challenges you expect to face, and what considerations do you need to make to get around these obstacles? They could be supply chain, human resources or even marketing related.
The key to good business planning – is – well – planning.
It’s also helpful to speak to others who were once left to navigate the isolating world of starting a business by their lonesome. Ask them how they quelled their initial concerns, got over their pride, laughed in the face of rejection or how they secured funding.
Whatever you’ve got on your mind – ask the people who you respect, trust and admire. And don’t forget to ask the basic questions – no matter how silly you may feel! According to the old teacher's proverb, “There is no such thing as a silly question”.
3. Create Rock Solid Key Messaging
Determining your key messaging prior to your launch date will result in a much more logical and solid brand identity.
Think – What are the main ideas you want to convey to your audience? How will you communicate your value offering to your customer? There’s a reason it’s called key messaging – it’s literally the key to unlocking success for your brand.
When planning website copy or your launch campaign – clearly explain to your audience what you’re all about in simple terms. Bonus points for humour or quick wit if your TOV allows! (More on that below).
4. Nail Your Tone of Voice
It's important to consider how you speak to your audience, and to decipher what tone is appropriate for the product or service you're offering. For example, a real estate agency's TOV probably won’t sound the same as a cheeky undies brand. I mean, they totally could, but they probably wouldn’t.
Unless you’re a glorified copywriter, we don’t recommend writing your own TOV document. Get the experts to do that for you – but show up to the meeting prepared! Get all your ideas right out on the page the first time ‘round, and your TOV won’t get lost along the way.
5. Become Your Audience With Customer Personas
Knowing your audience is crucial. What are their interests? Where do they hang out? And most importantly – what problems do they have that you can solve? You’ve got to go into the depths of human nature. Become your audience.
If you take your sweet time to flesh these customer personas out before diving head first into launching a brand, you’ll set strong foundations and map out a path for your business to follow.
6. Hone In On Your Ideal Look and Feel
Finally – the fun part! Set out your branding guidelines, your colour palette, asset design, website, social media accounts, etc.
The branding process is an important part of your business, so we recommend collaborating with a branding or marketing agency (or both!) to get all the details right first.
If you’re worried about losing the heart and soul of your company – ask for more control over the design process and work together to build your brand book or brand style guide.
And hey – if the thought of doing all of this yourself is too overwhelming, The Social CliQ is here to help. Contact us today and let's launch your brand!