It starts with knowing your customer. The key to successful branding is to understand precisely, in almost painful details, who you are talking to and where to meet them so they convert. The other secret is to understand how your company answers their needs better than the competition. This will also tell you how to do inclusive branding and marketing right - to feature the potential customers who you might have otherwise ignored.
All the branding work we do, whether it’s the brand story or brand books take inclusivity into account. This is key to give your marketing the right foundations to always be representative and inclusive.
INCLUSIVE BRANDING CONSULTING SERVICES
Customer identification
First thing first: Who is your customer? You might be selling the greatest product in the world but if you don’t know who you are targeting, their values, how they behave online and offline, you’ll struggle to meet your market. Your branding and marketing are much more likely to be successful if you know this information. We’ll get incredibly specific:
If you’ve been building your product or service, you probably already know about your target market.
Your brand’s story
Why did you decide to create what you are selling? What are you hoping to achieve? How do you help our your customers? We’ll also work with you on how you want to describe your brand, its personality and quirks.
Once we’ve nailed your branding, how do we make sure that the entire company sings from the same hymn sheet? Enter: the brand books.
Internal brandbook
Your brand reference book, containing everything from photography guidelines to your tone of voice. It could even include event formats, define how you are planning to use every single social media channel, etc.
External-facing brand book
You’re expanding your business and partnering with new brands but don’t want to loose your identity in the process. This is a perfect time to create a brand book you can share with them. It should contain everything from your brand’s story to the ways to use your logo.