How to build your brand in 2018
Branding is one of the most vital components of any business, large or small, retail or b2b. A powerful branding method gives you a significant advantage in increasingly aggressive markets. However, what exactly does “brand” mean? How does this affect a small business like yours?
Basically, your brand is your promise to your buyer or customer. It tells them what they can anticipate from your products and services, and differentiates your product / service offerings from the competition. Your logo is derived from who you are, who you want to be, and who you think people are.
Are you the lonely innovator in your industry? Or the experienced and reliable one? Is your product the high-quality option with an excessive price or the high-quality option with a lower price? You cannot be everyone and you cannot be everything to everyone. Who you are should be determined by what your core customers need and what they need you to be.
The cornerstone of your brand is your logo. Your website, packaging, and promotional productsâ € Š-â € Šall should incorporate yourâ € Š-â € Šspeak logo into your brand.
Equity and brand strategy
Your brand strategy is how, what, where, when and to whom you intend to communicate and deliver your brand messages. Where you promote is part of your brand strategy. Your distribution channels are also part of your brand strategy. And what you communicate, both visually and verbally, is also part of your brand strategy.
Strategic and consistent branding leads to strong brand equity, hence the value created for your employer’s services or products that allows you to charge more for your brand than similar unbranded products would demand. The most obvious example of that is Pepsi vs. an unknown brand of soda. Due to the fact that Pepsi has built a powerful brand equity logo, you can charge more for your product, and customers will pay that better charge.
The delivered value inherent in brand equity traditionally comes in the form of perceived personal attachment. For example, Addidas associates her merchandise with superstar athletes, hoping that customers will shift their emotional attachment from the athlete to the product. For Addidas, now it is not only the characteristics of the shoe that promote the shoe.
Defining your brand
Defining your brand is similar to a business identity search journey. It can be difficult, time consuming, and uncomfortable. It requires nothing less than answers to the following questions:
What is the objective of your company?
What are the advantages and characteristics of your services or products?
What is the perception that your current and potential customers have of your business?
What traits do you want to join your business?
Do the research. Research the wants, habits and desires of your current and potential customers. Don’t depend on what you think they assume. Get into their minds and know what they think.
Because defining your brand and developing a branding approach can be complicated, consider leveraging information provided by a nonprofit small business consulting organization or small business improvement institution.
Once you’ve downsized your brand, how do you spread the word? Here are some simple, time-tested tips:
Create an extremely good logo. Put it anywhere and everywhere.
Write your brand messages. What are the key messages you need to communicate about your brand? Every worker must know the attributes of their brand.
Incorporate your brand. Branding extends to every aspect of your business: the way you answer your phones, what you or your salespeople use on sales calls, your email signature, everything.
Create a “voice” for your business that reflects your brand. This voice should apply to all written communication and be included within the visual images of all substances, online and offline. Is your brand accessible? Be outgoing. Is it formal? Be less formal. You understand the essence.
Develop a motto. Write a concise, meaningful, and memorable statement that captures the essence of your brand.
Design templates and create brand standards in your advertising materials. Use the same color scheme, logo placement, look and feel throughout. It doesn’t need to be elaborate, just consistent.
Stay true to your brand. Customers may not return to you or recommend you for future business if you give up on that brand promise.
Be consistent. This suggestion was intentionally reserved for last because it involves all of the above and is the most essential suggestion I can give you. If you can’t be consistent, any effort to build your brand will fail.