An end-of-the-year brand check-in to feel good about your small business

Here’s an example of our logo over a photo. Does this fit our brand? Yes.

If you had to describe your small business brand in just one word, what would it be? If your customers had to do the same, what would they say?

OK, folks, we are quickly approaching the end of the year. So, if you're not 100% satisfied with the answers to the questions we asked above, NOW is the time to step back and take a good look at your brand identity from the outside in.

By doing so, you will gain insight into your business's performance over the past several months. You can develop a strategy to address areas needing improvement, preparing you for the new year.

But first things first...

What is a brand identity?
According to Hubspot.com, your brand identity is "made up of what your brand says, what your values are, how you communicate your product, and what you want people to feel when they interact with it."
In other words, it's the personality of your small business and what your customers expect when they come to you.

Why is your brand identity important?

Your brand is one of the most critical parts of your marketing package. It defines who you are, describes your values, and tells your target audience why they should follow you.

A business with a strong brand identity typically has a strong brand image and is more likely to be remembered than one without. A memorable name and logo will make it easy for your audience to keep you in mind. Additionally, a positive experience will make them more likely to return to you for business and increase the chances of referring you to someone else.

According to Hubspot.com, your brand identity is "made up of what your brand says, what your values are, how you communicate your product, and what you want people to feel when they interact with it."

As we head into the last quarter of the year, here are six questions to ask yourself for an end-of-year brand check-in:

1. What is my brand story?

Your brand story is perhaps the most crucial part of your branding. Every single business has a story: a mission, a purpose, a reason for existing. It is the "why" that will help shape your brand and tell your audience who you are and how you can help them.

When crafting your brand story, consider what makes you unique and what distinguishes you from the competition. Ultimately, your brand story should clearly convey to your target audience how they will come out on top.

Your brand story will also help shape the pillars for your marketing content.

2. How does my brand describe me?

If your target audience were to take one look at your brand, what would they think of you? What image would come to mind? What word(s) would they use to describe you?

One way to help develop this part of your identity is by creating a list of adjectives that describe your products or services and demonstrate your values. For example, at Aspen Alley Creative, we define ourselves as team-oriented, down-to-earth, conversational, friendly, impactful, valuable, and encouraging.

With the help of your brand story and the reason why you started your small business, you'll be able to begin creating this list.

3. What personality do I want to convey?

Just as your individual personality influences the types of people drawn to you and staying in your presence, your brand personality plays a significant role in attracting and retaining loyal customers.

That said, it's essential to think about the personality your business currently has and the one you want to create. For example, what "voice" do you want to convey when your target audience sees your content? What do you want them to "see" when they look at your logo? Do you want them to see a bubbly, light, and fun brand or a more serious brand?

4. Who do I strive to be?

When evaluating your brand strategy, consider examining other brands you admire. By doing this, you will get a clear picture of what methods work to draw you in and what could help draw in your target audience.

But your brand idols aren't all you should observe: It also helps to occasionally check out the competition to see what they're up to and what methods they're using to attract your audience (or even what they're doing to push them away)!

Competitive analysis in the brand space helps clarify which brand strategies to consider implementing in your business and which to avoid.

5. Who am I trying to attract?

What good is a brand identity if it's not reaching the right audience? As you think about your brand, take a moment to consider who it currently appeals to and who you want to attract.

Think about the problems that they have and how your small business can help solve those problems. Consider how they may feel before and after working with you. Think about their voice and tone, and whether the voice and tone of your content resonate with them.

You can ensure your brand stays on track by understanding exactly what your audience is looking for and needs.

6. Do my brand colors reflect how I want my customers to feel?

We often underestimate the significant role colors play in how we feel. Colors shape our emotional responses to various stimuli and therefore play a critical role in our buying behaviors.

When selecting colors for your brand (or even for your workspace), you'll want to think carefully about the meaning of the colors you choose and what feelings and emotions they may invoke.

Here are a few examples of what our favorite colors mean from a branding and marketing perspective:

RED= Energy, Strength, Excitement
GREEN= Health, Wealth, Freshness
BLUE= Loyalty, Peace, Calmness
YELLOW= Warmth, Creativity, Cheerful
ORANGE= Confidence, Successful, Happy
BLACK= Bold, Powerful, Elegant

For a more comprehensive color guide, we recommend reading Color Psychology in Marketing: What Colors Mean and How to Use Them.

As you can see, there are lots to consider if you're looking to up your game in the brand department. But the sooner you jump on asking yourself the above six questions for your end-of-year brand check-in, the better shape you'll be in for the following year.

6 Questions to Ask Yourself For An End-of-Year Brand Check-In