How to Build a Brand
Creating a successful business means building a strong brand. Therefore, you have to invest some time in brand building, which is all about creating and presenting your brand’s value to new and old customers.
Here are the five steps in the brand building process:
1. Define your brand
“You don’t know where you’re going, if you don’t know where you’ve been.” It is hard to grow a business, if you don’t have a good, solid foundation to grow on.
Before you formulate brand building strategies, you must first define who you are as a brand and what you stand for. Reflect on what your business’ defining strengths and what you can contribute to customers’ well-being’….
2. Differentiate and position your brand
The next step is developing your strengths and values as a way to distinguish yourself from other brands in the industry. Create a unique value proposition. There are so many businesses who are more or less offering the same kind of product as you. Give customers a reason why they should prefer your brand over your competitors.
Once you’ve come up with your unique value proposition, develop a branding strategy that demonstrates how your brand stands out to your customers. A good strategy communicates your brand promises through your advertisements, branded stationery, and packaging.
3. Get exposure
Let everyone know your brand by utilizing different promotional channels such as social media, print ads, television ads, or even radio ads. You could also go with other brand building strategies such as creating a blog, partnering with other related businesses, or even just updating your visual identity. These are surefire ways for customers to relate to your brand better and easier.
Give other tactics a try as well. Place your branding on sticky notes, notepads, and other stationery items are sure to leave a mark not only on company employees but on customers and fellow businesses as well. While it might not be the flashiest marketing strategy, its effect is constant and continuous.
Remember to create a focused and consistent brand message in all of your content, be it print or digital. Keep your brand personality in mind when formulating the message and the content of all your promotions. A consistent strategy will create awareness of your brand and it will increase brand recall.
4. Personalise your brand
Consumers support brands they feel more connected to. Create a much stronger relationship with your customers by personalising your brand. Give customers a chance at a more authentic and personal experience with your brand.
There are many ways to personalise your brand. One thing you can do is keep a consistent voice and message throughout all your communication channels such as your website, outdoor advertisements, print ads, social media, branded stationery, or even your blog posts. Customers pay attention not only to what you show, but also what you say and how you say it.
Customers like authenticity. They believe in supporting businesses run by real people. Stay true to who you are and what you believe and apply it in all aspects of your brand building.
Engage with your customers. Take notice of their needs and wants. This encourages your brand to personalise your products so that it contributes to your customer’s well-being.
5. Evaluate your brand
Change is inevitable. As the world changes, your brand should change as well. Constantly reviewing your brand will ensure it is going in the right direction.
Evaluating all aspects of your brand helps determine if it is relevant for the current times. This includes your products and services, performance, activities, marketing strategies, and the like. Should things stay the same? Does anything need any tweaks or changes? Have people forgotten about your brand?
The evaluation process also reveals the opportunities you can take advantage of. It can also show you what challenges your business may face.
Brand building is a continuous cycle that will surely help boost your business to new heights. It helps businesses grow and adapt their strategies to the ever-changing climate so that it will stand the test of time.