As a busy business owner, it’s easy to overlook aspects of your business that seem less urgent—like branding. But think about it—how many times have you hesitated to purchase from a website because its brand looked unprofessional or inconsistent? Your brand is the face of your business, and if it’s not up to par, it could be driving away potential big customers before they even give you a chance. If you were a buyer from a big company, would your website and brand stand out against your competitors?
Three easy to apply tips to turn your brand into a sales tool.
1. Make a list of all your brand touchpoints
Consistency is key across all customer touchpoints, from your website and social media to packaging and physical location signage. You need to invest as much time in your brand as you do any other part of your business. We recommend sitting with your team and listing all touchpoints customers will engage with when they connect. You don’t necessarily need a professional company for this stage. Your team has all the answers and ideas.
2. Define Your Brand Voice
IMPORTANT: Your list must include non-visual brand elements, your brand voice. Your brand voice is how you communicate with your audience, whether through social media, emails, or customer service. Define a tone and style that reflect your brand’s personality and include your company culture. Are you a young vibey colourful company or a serious corporate? Are you targeting a youthful energetic market or high-level professionals. A polished, cohesive brand not only attracts the right audience, it also builds trust, making customers more likely to engage with your business.
3. Free tools to help you identify brand touchpoints.
Here are some free tools to help you identify and analyse your company’s brand touchpoints:
Google Analytics
You may not realise it, but you already likely have all the data you need to understand your audience better. Google Analytics is not necessarily what we think about when we are discussing branding, but it is an excellent behaviour analysis tool.
Purpose: Track and analyse website traffic, user behaviour, and conversion rates.
Benefit: Helps you understand how users interact with your website and identify key touchpoints.
HubSpot’s Marketing Grader
Purpose: Evaluate your website’s marketing effectiveness, including SEO, social media, and mobile responsiveness.
Benefit: Provides insights into how well your brand is performing across various digital channels.
Canva’s Brand Kit (Free Version)
Purpose: Create and manage brand assets like logos, colours, and fonts.
Benefit: Ensures consistency across all visual touchpoints, such as social media and presentations.
