Every
creative entrepreneur has a superpower. A creative idea and/or a skill. This is
what they put to use to make sales and do business. But in the haste of just
getting their idea out there and start making money, entrepreneurs start their
businesses without properly building the brand from ground up. This results in
a randomly put together brand that lacks consistency, fails to resonate with
the target customer and the brand voice is all over the place which further
confuses the audience making them walk away.
Even
though branding is something every entrepreneur needs to have in place but I
would focus on creative entrepreneurs for now with an example. Let’s talk about
an organic beauty brand ‘X’. With so many organic beauty brands out there, how
will ‘X’ stand out and attract it’s own dedicated customers who will trust and
love it?
The
answer lies in brand building. Branding consists of two elements -
emotional and visual. Emotional branding includes detailed brand analysis,
study and market research. Based on the analysis, it becomes possible to
develop highly personalized brand positioning and voice which will be used for
all messaging, communication and marketing efforts of the brand.
Emotional
branding also paves the way for the development of a strong, unique and
memorable brand identity.
While the emotional aspect of branding is intangible, it is responsible to make
the target audience feel the brand. The visual aspect of branding is
tangible. It is something that the target audience can see in the form
of a logo, icons, colors, typography and other graphical elements. Developing a
meaningful brand identity is equally important because the audience relates to
what they see and over time it sticks and eventually becomes memorable.
Emotional
and visual branding are mutually dependant and their combination creates unique
branding for a creative businesses
so that it can be distinguishable from it’s competitors, stands out and speaks
directly to it’s target customer. With brand clarity and direction, creative
entrepreneurs never have to subject to discounting and other marketing gimmicks
to make sales happen. Instead, they can focus on improving their idea, craft or
skill and confidently charge the worth.
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