Your brand is the target audience’s general perception of your business. Building a successful brand requires a solid strategy. If done successfully, successful branding strategies can drive long-term relationships with customers and overall company success. If you focus on building a good brand, more leads, sales, referrals, and brand advocates will easily follow.
Without proper branding, it will be hard to set yourself apart from the ever-increasing competition. Here, we are going to talk about the steps to keep in mind when building a good brand and differentiating your company from the rest. Let’s get started.
Determine Your Target Audience
No business can serve everyone. You need to be very specific as to the target audience you’re looking to serve. This process may initially take some time, but determining your target audience will make or break the success of your campaigns and operations. Once your target market is established, it’s easier to focus your marketing efforts on the right channels. Your decision-making will also be optimized as you have a clearer idea of the segment you’re looking to serve.
In order to properly determine your target audience, you first have to closely look at your products or services and define the exact individual or business that would want to make the most of what you have to offer. Identify why those customers need your products or services.
You may also choose to run a focus group, scan industry reviews, or do a market survey to get this first step right. Make sure that you are not just making ‘assumptions about your target audience. You need to actually do in-depth research to thoroughly establish who they are, where they are from, and generally how they behave. Narrowing down your audience to a specific group with shared traits, characteristics, and interests will easily increase your chances of bringing in fast and solid results. Besides, no matter how tempting it is, you should never try to target “everyone”. It’s better to establish a strong connection to a group of people rather than weaken your message among the unidentified audience.
Establish Your Positioning and Mission Statement
What makes your brand different? This is what brand positioning is all about. Knowing your value proposition or what sets you apart can help you effectively communicate your value, justify your pricing, and improve your brand awareness. Your positioning may lean more towards customer service, convenience, price, quality, etc. You may even choose to position your brand as an industry leader or the first of its kind or the best and most popular in the field. Or perhaps your solution is the best solution there is to a universal problem.
Write your positioning statement; it’s usually a one-sentence statement that briefly demonstrates your target market, what your brand can do to help them, and why they should believe in your positioning claims.
You also need to establish your mission statement, which highlights your company’s main objectives and purpose. It’s phrased in the present tense, explains why the business exists, and demonstrates the main purpose the company serves.
Define Your Values, Features, and Benefits
Your organization’s values include your shared beliefs, principles, and philosophies. These values are embodied in how your employees and team members engage with the company and how customers, partners, and shareholders interact with your brand.
In order to successfully define your company values, you need to be a good example to everyone in order to build trust and integrity in the workplace. It’s not just about verbally identifying some positive values to follow; it’s actually about living them.
On top of the values, you also have to define your brand’s features and benefits. This helps you and everyone learn about everything you have to offer and the contribution and difference you can make.
Create Your Brand Language and Strategy
Brand language involves the words and even the images that your brand makes use of to express its purpose and brand tone or to reference the products.
The best way to create a brand language & strategy is to think about how the users will perceive the language you use if isn’t associated with your brand name or logo. How do you think will the audience receive your chosen brand language?
Your goal is to set a language that customers can easily recognize as yours. Your brand language should be as unique as the brand itself. There’s an easy way to quickly create your brand language. Come up with three words or adjectives that you think to describe your brand best. For example, if you have chosen ‘trustworthy’, ‘fun’, and ‘passionate’, make sure that those imageries are exhibited in your brand language and strategy.
Visual identity refers to all graphical data and imagery that shows who the brand is and what sets it apart. It’s basically everything the target audience can physically see such as the logo and even the store’s interior design.
It’s important to design your visual identity & materials as it builds an emotional impression among viewers, makes the target audience feel the nature of the brand, and unify other business elements through consistent visual cues.
Be it graphics, typography, color palette, imagery, web design, logo, and brand assets, all these have to be thoroughly designed in order to build a brand that is consistent and memorable.
An important bonus tip is to make sure that your brand really reflects who you are and what you stand for. Instead of using random gimmicks to make a quick sale, choose the long-term development of a brand that is genuine and designed to stand the test of time.
Also, everything your brand should stand for should revolve around ‘caring’ for your target audience. How you establish the quality of your products or services, how you make sure that the user experience of your website is smooth, and how you build all other elements that institute your brand, should boil down to one thing—the intention to give your target audience only the best. As long as you build your brand with that intention, the rest will follow. People nowadays can easily sniff inauthenticity, and as long as you stay true to what your brand stands for, expect nothing but steady progress and more traction your way.