5 tips to get your brand on track

Ditto design, Sevenoaks, Catherine Hill PhotographyWe speak to lots of clients who understand the importance of a great brand, but feel overwhelmed by the prospect of tackling the tricky business of their brand identity head on. Not to worry - I've got 5 tips for you to help improve your brand. You'll find that you need help from a professional for a couple of them, but the rest you can do yourself. 1. Know your market. Sounds obvious, doesn't it? Make a list of your existing clients who truly value what you do and are prepared to pay what you charge. What do they have in common? You need to engage with more people who fit this profile, so get to grips with why they choose you over your competitor, and what it is that they really love about your business.

2. Understand your niche. What is it that you do which makes you stand out from your competitors? Is it your approach, a unique feature to your service or your product that makes you more valued by your clients? If your niche isn't immediate;y obvious then get brainstorming - you need to find a way of making your business different from your competitors in a meaningful way to your clients. Without a niche, you'll be competing on price and pot luck - and that's not a happy place to be.

3. Think about your personality. If your brand were a person, how would they behave? Would they be chatty and informal or serious and authoritative? The right tone of voice will engage the people you want to do business with, so make sure that your style reflects the personality of your brand.

4. Add value at every turn. The more value you offer, the less price matters. Fact. Map out ways you can provide more - that might be in the form of fact sheets, seminars, or tips to help clients make the most of your product. Go that extra mile wherever possible' it'll pay off.

5. Ensure that every communication is delivered with flair. It must be engaging and inspirational, and make clients really want to work with you. This is the point at which slick design comes into its own - well considered design will add value to your brand and reinforce your key messages through careful use of colour, pattern and typography. This is the bit we absolutely love!

Take a moment with a cup of tea and reflect upon how you can implement these changes in your business. Do let me know how you get on!