Powerful branding: Know what you want to be known for
To create a brand which really pulls in more of the work that you want (and less of the work that you don't), you need to identify what it actually is that you're going out in the world to sell. By being crystal clear about the type of clients you want to attract, you'll find it much easier to sell. Promise.
When we work through our briefing process with branding clients at Ditto, we spend a lot of time talking about what our clients want to be known for, what they do better than anyone else, and which perceptions about their business need to be changed. It really helps to gain clarity, and shift focus towards what their business is out to achieve.
Before you can even think about design, you have to know what you want to communicate with your brand. I've got some points for you to mull over, so grab a notebook and get thinking.
What do you do?
What do you want to be known for?
Are there any perceptions about your business that need to change?
Who are you out to impress?
How would you like people to see your business?
How do you see things changing over the next couple of years - what's the game plan?
You'll probably find that it's been a while since you last dared to consider these sorts of questions, so take some time to let them roll around in the back of your mind and find some shape. And don't forget to let me know how you get on! I'll be back in a couple of days with the next steps to creating a memorable brand.