Establishing your company’s brand should be a vital part of your overall business strategy. It helps show your customers who you are and what makes your company special. However, branding encompasses more than just your logo and colours. In fact, it involves everything from the way you communicate with your audience to what causes your business supports.
Thus, as a company, you need to build your own solid brand identity and make your name known across the industry. But you don’t have to do that work all by yourself; we’re here to help! Whether you’re a startup or a fairly successful company, you can use these tips and tricks to create a lasting brand!
1. Define and Communicate Company’s Identity
A company’s brand includes all aspects of that business, particularly its identity. In other words, every post you make and product you launch will have an impact on your image and should fall in line with your brand identity.
However, communicating what you offer is not enough. You should also aim to define what your company seeks to accomplish. After all, if consumers are not sure about your brand’s goal, they most likely won’t make an effort to find out for themselves.
Fortunately, you’ve got plenty of power and opportunities to define your brand and business just how you want. Even small details like putting your mission statement on your website’s ‘About Us’ page are enough to provide your audience with a clear understanding of your brand.
2. Act on Your Brand’s Promises
Let’s be honest — no one likes companies that are all talk and no action, and that applies to your target audience too. Your current and future consumers will have certain expectations based on your brand’s reputation and public image.
For instance, if your reputation is not that good, you should look for ways to disprove it and change people’s perceptions. But, if you are known for high-quality products, amazing customer service and great prices, make sure to follow through.
Remember that while consumers who have low expectations for your brand are not ideal, you can still try to win them over with any change you’ve got. And, needless to say, you should avoid disappointing customers that have high expectations at all costs. But no matter which side you find yourself on, your mission is to provide a service that’s at least as good as the quality people know your company for.
3. Know Your Target Audience
Misunderstanding the needs of your target audience is a severe mistake that can cost you and your business dearly. Even worse, you could actually target the wrong audience altogether, resulting in ineffective marketing campaigns and slim revenue.
That’s why you should take some time to analyse your market and find out who you should cater towards. Once you’ve narrowed them down, you can further research their interests, hobbies, and passions. Then, you’ll be able to fine-tune your branding and increase the effectiveness of your marketing campaigns.
4. Set Your Brand Apart
With so many competitors, trying to stand out is an ongoing battle for most businesses. Yet, winning it is especially important for startups and small-sized companies. Keep in mind that, in almost all industries, your audience has dozens, if not hundreds, of brands to choose from. The sheer number of options can be overwhelming for potential consumers and may prevent them from seeking and trying other alternatives.
In order to avoid that problem, your brand needs to communicate what makes you different. Try to think from the perspective of your audience and ask yourself — what makes this brand unique, and why should I choose it? Once you find the answer, you’ll be able to channel your marketing efforts in the right direction.
5. Appreciate Feedback
Customer feedback can provide you with invaluable insights into your business operations. By listening to it, you can find out what people like about your brand and what they think you should improve going forward.
Unfortunately, most consumers don’t give constructive feedback unless they are unhappy with your company. Sure, negative criticism is also vital. However, you should try to seek feedback from loyal and happy customers whenever you can.
If consumers are not too keen on giving their opinion, you can sweeten the deal by offering promotions and discounts. That way, you get some valuable feedback that allows you to adjust your branding according to your audience’s needs.
6. Prove Your Value
When it comes to branding, you can’t just tell your customers about the value of your company, you also need to prove it. Think about commercials that feature product demonstrations. This is a prime example of how you should prove your value to potential customers.
It’s important to note that you have to earn the trust of consumers before you can expect them to give your products a shot. So, do your best to brand yourself in a way that communicates your value in a practical way.
7. Be Relatable or Personal
Above all, customers need a reason to care about your company and your brand as a whole. You may offer the highest quality products in the industry, but why should any customer care?
That’s where relatability comes in! Putting a nostalgic or emotional twist on your branding efforts will make it easier for your audience to connect with it. As a matter of fact, many consumers are drawn to average brands just because they feel connected to them.
If you need a practical example, take a look at Coke and Pepsi. Do you prefer one over the other due to its quality and taste? Or maybe because you’ve seen its commercials all over the place during your childhood and adolescence? This is the type of relationship any company should strive to build with their audience!
Related content:
7 Effective Ways to Build a Solid Brand Identity
A Final Word
Creating powerful branding that stands the test of time is much more than coming up with a logo or name. Don’t get us wrong, the brand itself is important. But there are many details that go into its success.
Are you communicating your brand identity clearly? Do you listen to your customer’s feedback? Have you proven the value of your brand? Asking such questions will ensure that your brand grows and becomes a resounding success!
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The basics of building a solid brand identity are in the sections above. If you want to build an even stronger brand identity, browse our catalogue of promotional items. If you want to find out even more, you can give us a call at 0800 0148 970 or simply email us today. We can talk about any topic related to branding and help you find your way around it all.
