You wouldn’t start a business without a business plan.
So why launch a brand without a strategy?
It would be like trying to write a saga without a (likable) protagonist.
Yet, shockingly enough, the majority of startups and solopreneurs dive into social media and start selling without brand guidelines specifying who their audience is, what “problem” their product is solving, or why anyone (besides themselves) should care.
The fact of the matter is that tweeting into the void or cramming keywords into your blog doesn’t cut it anymore. And “verbal only” brand strategies are recipes for disaster. You simply can’t rely on everyone on your team to stick to vague brand principles with every piece of content they produce. And if you’re a one-woman show, you can’t expect yourself to keep all those rules and best practices top of mind all the time. You’re only human after all.
Consumers today expect brands to have authentic stories and intentional personalities. They want brands to be
consistent,
transparent,
and mission-driven.
These are all attributes you don’t want to leave up to human fallibility or spur-of-the-moment crisis response.
You need a game plan and clear creative direction in order to tailor all your marketing efforts to meet your end goal: more sales and a loyal brand community.
The best way to ensure your brand can withstand the tests of time is with Brand Guidelines.
What are Brand Guidelines anyway?
As the name implies, your Brand Guidelines direct everything you and your team do – from the words you put on your website to the colors you use in your content.
They give you the foundation, the story, and the script to tell a cohesive narrative across all channels – and in response to ever-changing social tides – so you can win your audience’s favor and expand your market share.
Still not convinced?
You can learn more about the importance of brand guidelines from Brand Strategy guru Stephen Houraghan here.
In the meantime, below are some stats to show how developing and consistently presenting a strong brand identity can impact your business:
86% of consumers prefer an authentic and honest brand personality on social networks. (HubSpot)
77% of consumers buy from brands that share the same value they do. (HavasGroup)
89% of shoppers stay loyal to brands that share their values. (Fundera)
Over 70% of brand managers consider building an audience more important than converting sales. (Bynder)
Investing in clear and compelling Brand Guidelines today can save you thousands of dollars in the long run because you’ll go into marketing with a bedrock of brand values, a clear vision of your audience’s needs, and a strategy to communicate how your service solves their problems.
Plus, it’s designed to empower you and your team to take your marketing into your own hands, so you’ll feel confident in your brand messaging long after I’m gone.
Already got guidelines?
Then let me ask: how well are they serving you?
Does your content feel like it’s all over the place?
Is your messaging bring you lots of leads, but few actual clients?
Do you post on social every day but still struggle with engagement?
If you said yes to any of the above, then it might be time for a Brand Audit. Just like your body, your brand needs regular check-ups to ensure everything’s in working order. Learn more about how a Brand Audit can help you boost revenue, grow your audience, and convert leads into lasting customers.
