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Louis DeJoy started his job as the 75th Postmaster General of the US Postal Service on Monday. We would like to welcome him to his new role.
6 Essentials to Include in a Brand Guide
For small businesses, entrepreneurs and marketing individuals, one of the most important parts of marketing is knowing who you are. If you don’t fully understand who the business is and what its values are, then marketing that business to others becomes a much more challenging task. So, how does a business know what it is? Through its brand.
Your brand is the business’s name, design, values and overall feel of the company. It’s everything that makes your business what it is. These principles and guidelines are shared throughout the company with a brand guide, which provides a necessary tool designed to give your brand consistency and flexibility. When you know how to best represent your brand, you have the flexibility to share that brand with others, while representing the company in a professional light. Today we dive deeper into brand strategy by defining the six essentials you need to include in a business brand guide.
1. Mission
From the very beginning, a mission statement sets a clear motive for the company. Why does your business exist? A mission statement establishes an overarching reason for the brand’s existence, which can then be further defined throughout the rest of the brand guide. When you have a mission, you can constantly check the rest of your brand elements next to it, ensuring you are consistently on track for your purpose.
2. Vision
A vision statement is similar to the mission, but with one clear distinction. While a mission statement explains why the brand exists, a vision statement explains where the brand should go. Your mission statement should stay pretty consistent; however, your vision statement can change and adapt depending on where the brand is at. Include a vision statement in your brand guide so all team members are on the same page with where the company is going.
3. Target Audience
Who is the business’s ideal customer? Who is your target audience? Incorporate your target audience in the brand guide by describing who your customers are and how your products or services influence their lives. Be sure to also include any market research you have on your target audience in order to offer deeper insight to help team members better communicate the brand with potential customers.
4. Personality
Possibly one of the greatest components of a company’s brand is its personality. Make a list of three to five adjectives which describe your brand. Is the company smooth and professional? Perhaps fun and witty? Try an “Is/Is Not” activity to really nail down distinct personality features for your brand. As you define the business’s personality, you set the tone for everything from design, to voice, to formatting.
5. Design
Once personality is defined, dive into the nitty gritty of what people see about the brand—design. This includes everything from the logo, to colors to formatting. Consider your target audience as you determine brand design. What colors and fonts would appeal to them? What style of photography best catches their eye? While decisions like these may seem simple, they are extremely important when it comes to clearly distinguishing your brand in the public.
6. Voice
Following design is another necessary brand guide component—voice. If your brand were a person, how would he or she talk? Set the tone and style of voice you want, along with any verbiage to use with the brand. For instance, some businesses use the phrase “team members” instead of “employees” because they prefer a team atmosphere. The voice, tone and words you use are all particularly influential pieces in defining your brand guide.
A clearly-defined business brand is a critical component of any marketing strategy. When a business knows who it is, it can better communicate that with potential customers. Use these six essentials when building your brand guide in order to determine your unique brand and share it with others on a whole new level.
Informed Delivery helped the Oregon Humane Society see a 7.7% increase in donations on their appeal mailings. We can help increase your appeals as well.
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Storytelling is a powerful tool, and when it comes to small business marketing, it can be even more impactful than you might give it credit for. Your brand has a purpose, and telling that story is a valuable content marketing tactic. How can you use storytelling to grow? Today, we’re going to learn how.
Storytelling shares your truth.
The stories you tell should be as authentic as possible. While storytelling is a powerful content marketing tool, getting trapped in a lie can severely hurt a business. Marketing Week advises that a brand’s story is not something businesses should refer to just when they launch a marketing campaign or issue a press release.
Rather, it should be the foundation on which a future growth strategy is built. How did the business originate? What is its mission? What are its values? How has it stayed true to those values and mission? These are all incredibly authentic, truthful stories that need to be shared with those interested in your business.
Storytelling builds your personality.
According to Fast Company, 92% of consumers want brands to share advertisements that tell stories. Brand storytelling shows a business’s personality, mission and values. It says who you really are and what is most important in the company. In today’s online world, a brand’s personality is almost as important as the actual product or service they provide. Storytelling is a useful outlet to let this personality shine through and engage consumers on a personal level.
Storytelling establishes relationships.
Storytelling brings in your audience and establishes an emotional relationship with those seeking a product or service. It shows a business as a relational, transformative, trustworthy entity—not just a money-hungry corporation. When consumers see a brand’s story, they feel drawn to it in the same way they’re drawn to other storylines, like movies, T.V. shows or music. And when consumers are drawn in and feel connected, that relationship continues to grow stronger as they learn more and more about a business.
Storytelling sets you apart.
Your business brand is unique, and telling your story is a great way to set that brand apart from the competition. Tell what makes you important, valuable and better than others in your field. Why are you the leading expert in an issue? Why should consumers purchase your product over another? When you tell the story or your brand, you set the business apart by showing its distinct origin, foundation and direction.
Storytelling drives action.
Finally, storytelling drives action for a business brand. When consumers see a brand’s personality, feel a relationship with it and see how it sets apart from the crowd, they will feel more inclined to do something—sign up for a mailing list, use a service or buy a product. This is the power in storytelling. Its unique content marketing strategy engages consumers on their level, then encourages them to seek more information and get involved.
In the end, the small businesses that learn how to use storytelling in their marketing strategy grow even better at reaching clients, building their consumer base and helping others.
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You can find our 2020 Holiday Calendar on our website at: https://www.mailmovers.com/companyinfo/locations.html
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February 15th the USPS will be closed.
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