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From Our CEO

Build Your Brand Like a House

Have you heard the story about the man who built his house from scratch with no plan, blueprint, or design? Of course you haven’t, because this would be a ridiculous approach to constructing a building and would likely be an enormous waste of time and money.

Before you build a house, you need to go through a planning process. You assess your needs, wants, and functional requirements, and you hire an architect to create a blueprint so the home is completely mapped out before ground is broken. Sometimes the planning phase takes just as long, if not longer, than the construction phase.

Building your business brand is similar to building a new house. It’s incorrect to assume you can have an idea for a product or service and jump straight into implementation. While it may be possible in rare circumstances, it seldom leads to a sustainable, established brand that can easily scale and grow.

Your business brand is the story your company tells. It is the holistic experience your audience has when interacting with your company. These interactions range from an individual’s experience on a phone call with customer service to a fleeting glimpse of your logo on a billboard to the content on your business social media accounts.

Building a brand from the ground up takes intentionality, strategy, and a clear vision for the future, as well as the steps needed to make that vision a reality. Simply put, you need a brand blueprint. Each aspect of your business—from colors and fonts to the wording of your emails to your website design—needs to align with your core mission, personal values, and financial goals or you will fail to build a solid, cohesive brand.

Your blueprint will need to include elements such as:

  • A clear mission statement, Unique Value Proposition, and a list of short- and long-term objectives
  • A breakdown of your target audience and their pain points as well as an analysis of competitors and general industry trends
  • Clear user pathways and funnels to generate awareness about your company, educate your audience, and guide them to the solutions you offer
  • A description of the emotions and values you want to appeal to in your audience as well as content and marketing strategies that support these value propositions and lead your audience to the desired call-to-action

By establishing a solid brand blueprint, you can more effectively increase leads, improve sales, create a company reputation, strengthen customer loyalty, and scale your business.

ATX Web Designs offers branding strategy and digital brand development services. For more information, drop us a line!

You’re Going to Drop the Ball

You are going to fail in business. The question isn’t “if,” but “when.” 

Hopefully you enjoy more success than failure, but there will always be bumps in the road along the way. No matter how hard you hustle, when you have a lot of balls in the air we will inevitably drop one. 

ATX The Brand Founder Daniel Griggs published an article on Forbes that lists his top tips for how to respond when that ball hits the ground. 

  1. Take ownership When you do inevitably drop the ball in some way, it is important to take ownership of your mistake. When confronted with a misstep, we tend to want to shift blame or make excuses for our actions, but claiming responsibility can be an important part of reaching a resolution quickly and effectively. If you are going to point the finger, point the finger at yourself. 
  2. Create realistic expectations Being proactive by creating realistic expectations at the outset of a project is critical, and it is just as important to identify clear deliverables and limits when something goes wrong. Be careful not to overpromise in an attempt to rectify a mistake or mitigate discomfort. If you need to recalibrate, set a realistic scope. It is not about what you and your team are capable of accomplishing, it is about how well you can meet the client’s goals while working within their parameters.
  3. Over-communicate There is no such thing as too much communication with a client. Just because you said something one time does not mean your message was received or understood. If you said it once, say it again. And again.Do not avoid a client because they are upset or because the mistake is awkward or uncomfortable. Stay in constant contact so the client knows you are on their side and are taking every necessary step to correct the issue. Dropping the ball is never fun but it does not have to be the end of the world. If you respond to failure by taking ownership, setting realistic expectations for addressing the problem, and communicating clearly, you will be able to bounce back in no time.