How to Summarise Your Brand in Three Steps

Quite often, I see creative entrepreneurs asking for feedback on their logo design in one of the many Facebook social media and blogging groups. And, they’re asking people who may (or may not) be part of their target audience for feedback on one of the most important visual elements of their brand. If you are going to ask for feedback you need to learn how to summarise your brand.

Summarise-brand-3-steps

Don’t get me wrong – I love the Facebook community.  It has been a wonderful resource in answering my many blogging questions about plug-ins, analytics, web hosting, email software, and much more. It’s a community that motivates me, that inspires me, and it also drives traffic to my website.

I totally understand that developing your brand’s visual identity and logo design is a daunting task.  I get that you’re often stuck on one, two or three designs and you just need someone to tell you which one to pick.  Or, you know that blue is your favourite colour but is it everyone else’s?

It’s a difficult decision and you want to get moving and start promoting your business.

I too value and appreciate other people’s feedback on some of the tough decisions.  It’s what we do as small business owners, bloggers and creative entrepreneurs.  We seek the opinions of people in similar situations.  We seek the opinions of people who “get what we do”.

So, if you were going to head down this path of asking the community for feedback then I’d ask that you summarise your brand in three steps.  These are the bits of information that will at least give people an idea of who you are, what your ideal customer looks like, and a snapshot of how you want to be perceived as a brand.

1. Who are you and what do you do?

Often the Facebook posts starts something like “Hey guys, I’m deciding on a logo for my business. I can’t decide between these two designs. What do you think?”

With this kind of question you will only get a response based purely on personal preferences.  You are not getting an answer about what is right for YOUR business.

So if you want a more specific response, give more specific details.

You may say, “Hi, I’m deciding on a logo for my accessories business” but it still doesn’t give people an idea of exactly what you do. Are you a distributor? Retailer?  Do you sell cufflinks, earrings, belts, bags, or hats? Do you sell online or at the markets? Be specific.

Try going one step further. “Hi guys, I’m a creative entrepreneur that’s looking to sell gorgeous handmade kids tote bags on Etsy.” This is much more descriptive of what business you are in.  Don’t forget to tell people the name of your business.

Also, think about what is your unique selling proposition. What makes you different from your competitors?

2. Who is your audience?

What does your ideal customer look like?  Are they male or female, younger or more mature? Where do they live and what are their interests or hobbies?

Try and summarise this in one sentence.  For example, if you sell kids tote bags then your audience could well be female mothers in the 25 – 45 age group with primary school age children, who love fashion and vibrant designs.

You are providing the Facebook groups more of a guideline as to who you are hoping to target and you have given a clue that your designs are quite vibrant and your target audience is perhaps fashion-forward or on-trend.

3. What is your brand’s personality?

How do you want your brand to be perceived?

Do you consider your brand to be classic or modern, adventurous or conservative?  Is your brand masculine or feminine? Is it fun or serious?

Think about all the personality traits you want your brand to be known for and communicate these in your three points.

So, rather than saying “”Hey guys, I’m deciding on a logo for my business. I can’t decide between these two designs. What do you think?”

Try this instead: “Hi, I’m a creative entrepreneur that’s looking to sell gorgeous handmade kids tote bags on Etsy. My business name is “Ivy’s Tote Designs” and my target audience consists of female mothers in the 25 – 45 age group with primary school age children, who love fashion and vibrant designs. I want my brand to perceived as fun, playful, of great quality, and colourful.”

Note: whilst it’s great to get a general consensus from the community as to which design is best for your brand, it’s always best to speak to either your graphic design or a marketing / branding professional. If you need expert advice feel free to contact me.

To download your FREE Brand Summary worksheet click on the image below.

Click here to download

For more information, read What Makes a Good Logo?

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