A map points to a destination. A place to go, a road to travel. That’s not too far a definition when it comes to our business journey or our brand map. As entrepreneurs, we are constantly trying to progress and move from one place to another; if that was not the case, why would we start a business?
We all have starting points and a destination in mind and they are as diverse and different as everyone is. But one thing is for sure; the middle part between point A and point B is what it is all about. Stories are what happens between a beginning and an end.
In this article, I want you to buckle up because we’ll cover ample ground and move through the many terrains, valleys, and hills that make up your brand’s map. After you finish this ultimate guide, you will begin to see more clearly the path between your starting point and your destination. We will cover topics such as:
- Brand identity
- Strategy
- Brand story
- Voice
- Mission
- Marketing
- Advertising
- Collateral
Definitions or Map Legend
In less abstract terms, a branding map is a process of writing down all the aspects and details about your brand. A brand map contains within it, all the components that will define what your brand is all about. This includes your business goals, marketing strategy, brand voice, brand style, mission statement, etc.
Why do I need a brand map? You may be asking. Well, a brand map can provide you a bigger picture of where your brand is going in the short and long term. It can help set appropriate goals and courses of action that can propel your brand to success with more certainty than without it. Then a second question pops up in your mind; “How do I create a brand map?” As all business ventures should begin, with a plan.
Strategy
If you had to write the story of your brand, the origin would be called: Strategy. In the beginning, you have a product or service that you want to offer to the market, but as a hero, at the beginning of every story, you just don’t know how to do it.
Now you need to look for a way to bring that product or service to your ideal customer and establish and position your brand for success. This is when creating a good strategy can help you immensely.
Strategy is the core element behind a brand’s success and starting without a strategy is like flying an airplane completely blind. You need a strategy and I can’t stress that enough. “But I don’t know how to create a strategy, what does it entail?” You may be wondering, but don’t worry, we will help you on your journey as the wise old man who helps the hero at the beginning of the story. The strategy is composed of one primordial element; a brand story.
Story
The first element that makes up your brand strategy is your brand story. This is the soul of your brand and the most fundamental aspect behind your strategy. Your brand story is a cohesive narrative structure that encompasses all the facts and feelings surrounding the creation of your brand. Your brand story is aimed to create an emotional connection with your ideal customer and it creates two aspects within it; mission and identity. We will cover each one of them in detail.
Your brand story can influence aspects of your brand such as:
- Product price
- Product quality
- Marketing
- Mission
- Values
- Location
- Brand Voice
There are three types of stories that are fundamental parts of a successful brand strategy.
Personal Story
This is the human component and the emotional bridge that will create the connection between your brand and your ideal customer.
Origin Story
This is the how, when, and where you created your brand and it should be used to inspire and gain the trust of your ideal customer.
Customer Stories / Testimonials
These are the stories your customers tell about your brand to other people. They can help to solidify your brand, create awareness and establish a reputation.
Mission
A story often gives you a mission and that is the next step in creating your brand strategy. You must establish what your mission is and how to achieve it. Your brand mission statement should communicate your brand’s purpose, objectives, and how it will serve its core audience.
The mission can often involve social elements of a charitable nature. This can also be a core brand value and should be defined as such. The mission can evolve and transform as the business grows and changes over time.
Voice
Communicating a mission requires a voice. That’s the next item on the list for creating your brand strategy. Brand voice is the way you choose to communicate with your customers. Brand voice is defined by the style of communication you choose. Do you want your brand to be seen as funny, serious, joyous, sarcastic, or intellectual? The brand voice can be any of them but it should feel true to you and represent the core values of the brand.
Brand Identity
A story also provides a sense of identity. This is the case with people and also with brands. As individuals, we often do not have full control over the course of our personal history. But as entrepreneurs, we hold the pen that writes the story of our brand. We can use that liberty to forge the identity we believe could connect with our ideal customer.
Brand identity is the way the brand wishes to be perceived by the customers using visual elements like their logo, slogan, tag line, theme, colors, content, etc. Brand identity is what you decide your brand will stand for.
Crafting your brand identity also means creating visual elements such as the logo. This is the creative process that will drive your customer’s perceptions and therefore a very important aspect of your business.
Brand image
Brand image is the perception of the brand in the mind of the customer. It is a set of beliefs, ideas, and impressions that a customer has regarding the brand. The customer holds this view in response to the visual elements described before and also the product quality, delivery process, customer service, reviews, etc.
Marketing
Fully equipped with a product, a brand story, mission, voice, and identity; Now you can start thinking about your marketing efforts. How will you reach your potential customers? What are the channels from which you will get traffic to your brand? Will you go with traditional media or social media? These are some of the questions to ask yourself when putting together a marketing plan for your brand.
Many online businesses are using websites no only to sell products but to also blog and educate about their respective industries. This can become a strong traffic channel especially if you master SEO and can drive traffic to your site from social media channels.
Marketing Collateral
Marketing collateral is what our company Valoon Branding & Print Boutique is all about. This is our niche! By definition, marketing collateral is any medium used to promote your brand. This can include anything from physical items like business cards, thank you cards, posters, brochures, to digital content like blogs, e-books, landing pages, catalogs, newsletters, etc.
Once your brand reaches this level, you can use marketing collateral to scale and reach new audiences. For packaging solutions and branding products, make sure to visit our product page and browse our branding solutions for small businesses.
Conclusion: The Road Less Traveled
Many new brands choose to start their business without a brand map or even a basic strategy. Many of them fail too. I want to encourage you to take the road less traveled, the difficult path to success. The one that requires planning, effort, learning, failing, and trying again. This road will provide meaning and purpose as you strive to elevate your brand and positioning your brand to succeed.
Take the time to create your branding map and create a solid strategy and you will reap the rewards both financially and personally. That’s the way we did it and we believe that it can work for you too.
We wish you all the success in the world and we want to thank you as always for taking the time to read this article. I want to invite you to read our other articles to complement this knowledge and apply it to your brand. Thank you!