A brand is one of the most valuable assets of your business.
By: Daniel Colisnicencum
That is why you need to craft it carefully; to make sure it authentically and properly represents your company. But shaping a brand is not that easy. It takes time, effort and knowing your customers. In other words, building a brand implies creating a good brand name, advertising it to potential customers and enforcing a strong brand message consistency in all your interactions with customers.
If you want to build a strong brand, follow these eight steps:
Define your brand
Review the services and products you are offering and pinpoint a place in the market. Your brand should promote your business, stand out from the crowd and connect with your customer base.
Know Your Audience
The identity of your brand should be based on the needs, concerns, preferences and lifestyle choices of your target audience. Find a niche, analyze the buying trends, understand them and focus on the collected data. You can create surveys if you want to have access to importation information about consumer behavior.
Consider your brand to be a person
All individuals have a character made up of values, beliefs and purposes, which define who they are and who they connect with. Our personality is the one to determine what we say, how we dress and how we behave in various situations. Find the character of your brand. It’s vital to have this understanding.
Find out what is driving your business
What is the purpose of your business? Who are its customers? Why is it something that people should pay attention to? The answers to these questions will help you establish the character and identity of your brand and its positioning in brand communications.
Long-term relationships with customers
Do not make promises that you cannot keep. Don’t raise expectations and then let your customers down. Earn their trust and create an honest brand. Be true to the values of your brand and make it clear who your company is.
Don’t imitate big brands
Try to create your own identity. Customers appreciate independent establishments and statistics show an increased consumer trend towards these. In fact, many chains are trying to mimic being an independent establishment to catch some of that market. Truly independent brands can attract more customers who are looking for something authentic and more original.
Be bold, daring and innovative
Being a big brand means layers of bureaucracy, which prevents them from being flexible and adapting to the continuously changing needs of the customers. On the other hand, you have all the freedom and resources you need to be bold and offer something new and exciting to your customers.
Stamping your logo on everything won’t do the trick anymore
The future of branding is engaging and fluid. Customers want to be intrigued; they want to be challenged. Don’t give them everything up front. They will lose interest.
Take these steps into account when creating your brand, and put your time, energy and money into offering your customers the best services and products possible. Use the help of brand marketing, and in no time, you will have a solid brand to be proud of.