How to strengthen your brand by connecting your internal vision with external appeal

A strong brand reflects the unique qualities of your business and attracts your ideal customers. The most successful brands work from an internal and external point of view.

Rather than thinking of your internal and external forces like two sides in a tug of war, they should be pulling together to build a stronger brand.

The internal view: Your brand reflects your company, product, or service and what makes you unique.

Figuring out what makes you unique helps your business and your brand. Most small business owners start by looking at the inner side of their brand. They imagine how they envision their brand and begin to create the critical pieces of their business and marketing that contribute to their brand.

Two critical pieces are your business name and visual identity.

The name of your business is one of the most critical decisions for how you will build your brand.  Names can be very straightforward, describing what you offer. For example, Portland Pizza Shop. Or names can be more creative and suggest the experience of using your product or service. For example, Yahoo!

Your visual identity, from your logo to website to product packaging and decor, all contribute to building your brand. These are places where you can bring to mind what you want your brand experience to feel like. Is it severe and quiet or energetic and bold? 

Your visual style should reflect the customer experience.

The external view: Your brand attracts your ideal customer.

While it’s common to start thinking of your brand by thinking about how it represents you and your business, what makes your brand magnetic is when it’s appealing to your buyers.

Remember, your ideal customers may be different than you. A common mistake solopreneurs make is assuming their customers will be very similar to themselves. 

For example, maybe you are a woman in your early twenties who has developed a line of low-sugar cookies as a way to enjoy a healthier treat. You may discover that many prospective buyers are Moms who want to buy these for their pre-schoolers. Creating packaging appealing to moms buying for young kids will likely look very different than a brand targeting twenty-year-olds.

Please do some research to determine who is most likely to buy from you and then develop a brand that will appeal to them.

Consider both sides as you develop your brand.

As you make decisions about your brand—your name, colors, packaging, messaging—always check both sides. Does it represent your business? Is it appealing to your buyers?

When you develop a brand that does both, it will feel authentic and appeal to prospective buyers.