It is very important to define your brand early when starting your business. Put your message out there and see how you want to channel your message to your audience. Tell people why you do what you do. If we go back to the fitness coach example, instead of saying “you help moms get fit after pregnancy”, you can say, “you give confidence back to new moms by giving them a strong and fit body through fitness and healthy nutrition”. This kind of messages that emphasis on “Why” rather than “What” communicates better with your audience and gives them a reason that why they should come to you. Depending on your work you can go deeper in your “Whys” make them as unique as possible to make a better connection. If you have a personal story that you can attach to your brand and the reason you are starting your business, fuel your brand with your story. Stories are boosters and make great connection with people.
Your brand is your core business principle.When defining your brand make sure you are addressing these three essentials about your business: What is it that makes you or your business unique? How does it connect with your audience? And what is your message that you want to deliver to your audience? Your message should be consistent. One of the goals of an integrated marketing is to show your message to your audience using all the available channels. So make your message unique, easy to understand, and memorable.
So in short your brand should be “Distinct, Relevant, and Consistent”
Audience – How to identify your audience
Your business and goals already identify your audience. Depending on what you do and what your goals are you can find your niche market and see which audience will help you reach your goals. Who understands your business and connects with your story? Who gives value to what you do and sees value in what you are offering? Your business should not appeal to everyone. It should appeal only to your audience. The more appealing your business is to your consumer, and the more value they see in what you are offering, the more you can move on to reach your business goals.
You can define your audience based on their interest, demographics, gender, location, history and back stories, level of income, level of education, psychology, their decision making habits, and so on…
Defining tactics and coming up with solutions in order to attract your audience highly relies on your brand, and on identifying your audience. So if you have not specified your brand and audience I highly recommend doing that before planning your tactics. Because you can’t plan your strategy if you don’t know who you want to attract and what you want to tell them. Once you know your audience and know your message then planning a strategy to deliver them the message becomes very easy.