Branding Basics: Start with Your Unique Differentiator
So you have a new business. You know you need to build your brand, but where do you start?
Answer: Start with your unique differentiator.
No matter what you’re making, offering, or selling, you need a brand to grow your business. At Schmoll Creative, we’ve helped dozens of small businesses establish a brand identity all their own. (Check out our work for Viscid Surf and Your Crawlspace among many others.) The first stage in our process is all about uncovering what makes a business stand out from its competitors.
So before you do anything else, ask yourself, “What can my business say that none of my competitors can?” Maybe you’re delivering a product or service cheaper than everyone else. Maybe you can do something faster or better for some reason. If you’re going to compete, you need to set yourself apart.
College Hunks Moving Junk is a moving and storage brand that differentiates itself by promising young, good-looking guys will do your heavy lifting. Jimmy John’s sandwich shop promises to deliver your food faster than anyone else. Emily McDowell Studio creates honest greeting cards “for the relationships we really have.” At Schmoll Creative, we deliver agency-quality work at freelance rates. You getting the hang of it?
Once you determine what your business can say that none of your competitors can, you’ve found your unique differentiator for your brand.
The next step is to push it out everywhere, anywhere, all the time, anytime. At Schmoll Creative, we work with business owners to create a brand identity package based on the unique differentiator. That means the one *thing* your business does differently inspires your logo, tagline, brand promise, design, color palette, tone, and so much more.
Every single aspect of your brand should reinforce that unique differentiator, over and over and over again. So ultimately, your business owns the brand, and that brand becomes the cornerstone of your business.
If you’re looking to build your brand and grow your business, we’d love to help! Get in touch and put our team to work for you.