Your business is growing, but not as quickly as you would like.
You're attracting an audience but it seems like a mod podge of people. You are using graphics, but you're not sure what messages them communicate to your audience. You've never even heard of the term "brand voice".
Does this sound like you?
Well, you may be unintentionally harming your brand and not even know it. This blog post cover three of the most common ways people harm their brands. Keep reading to find out if you're making some of these simple mistakes.
1 | Inconsistent Visuals
Your brands visuals include all of the graphic elements that consist of your brand and business. For example, your logo, social media graphics, icons, pattern design and much more.
One of the most important aspects of branding is ensuring you are creating consistency across your brand. A common mistake beginning entrepreneurs is not creating guidelines and rules for the graphics they use for their business.
In order to ensure your brand is recognizable and welcoming to your target audience you need to create consistent visuals. Start by selecting the colors and fonts you will use for your graphics. As you grow more comfortable in your brand and designing your graphics you can create consistency through guidelines for photo editing and graphic elements.
2 | Unidentified Brand Voice
A brand voice is the intentional use of words that represent and promote your brand. Your brand voice should be present in blog posts, newsletters, social media captions, emails to potential clients and much more. A brand voice helps people understand the type of business you are and who your target audience is.
Start to identify your brand voice by analyzing your natural voice and talking patterns when chatting with family and friends. Depending on your market, you may need to adjust this natural voice. Consider if your target audience will benefit from a more professional or welcoming conversation. Do they prefer popular slang and abbreviations or formal language?
Once you've analyzed this, create guidelines and refer to them until you get more comfortable using this language naturally.
3 | Misunderstanding Your Target Audience
Lastly, but most important is understanding your target audience. Your target audience is the group of people your business is aiming their products or services at.
In order to identify your target audience you'll need to have a good understanding of their demographics and psychographics. Demographics are the measurable qualities of your target audience. For example, age, income or gender. Psychographics are the immeasurable qualities of your target audience. For example, personality, beliefs or morals.
To get the best understanding of your target audience, you need to go deeper than this overview. If your business is new, don't rush this process. Your business will change and adapt and in turn your target audience will adapt as well.
If your business is more established, check out my post on writing a target audience biography to get a deeper look into your target audience.
Have you been unintentionally harming your brand? Let me know in the comments what you learned from this post!