Strategies to Cultivate your Brand.
We live in a brand-saturated world. From the moment we wake up until we go to bed, we are surrounded by brands. How then, is you company meant to stand out?
Whether you are just starting your business or you’ve been in the industry for some years now, every company must have a branding strategy. Understand what a brand is, why it’s important, and how you can develop a branding strategy in four easy steps.
What’s a brand, anyway?
It’s more than just your logo, name, and tagline. A brand is the experience your customers have with your company, products, or services. A brand truly only exists in other people’s minds. It represents the first thing that comes to mind when people hear your name.
Why is a brand important?
We relate to brands like we do people. When we first meet someone, we take in all of their details and use this information to make mental notes about what they’re like. As time goes on we start to adjust those initial thoughts, and become more certain of what to expect from them. This is why you want to make a great first impression and be memorable.
But it goes even deeper than just the initial evaluation. Everything a company does influences your brand’s reputation. It creates a feeling that resonates with both customers and employees. It motivates business growth, perpetuates loyalty and lives in customers’ minds. A strong brand shows professionalism, creditability, and trust.
Developing Brand Strategy.
Now that you understand what a brand is and its benefits, you need to understand what a brand strategy is. Many of us want everyone to like us, and will do everything we can to please everyone. But this isn’t effective as it’s just not possible to make everyone happy. Instead, adopting a brand strategy can guide you in the right direction. It will help you define and achieve your vision, your purpose and mission of your brand.
Steps to Branding
1. Devise company goals and values. What makes you unique? How do you want to be known? Define what makes your company exceptional and what your focus is by asking who you are, what you do, and whom you serve. Brainstorm words that best describe your company. These are the elements to use to communicate who you are and how you are different
2. Research customers. Remember that you can’t sell to everyone. Identify who your target audience is allowing you to tailor your brand towards them. This also teaches you how to talk to them. Target the right market and people will want to be a part of you.
3. Create the brand identity. You know who you are and who your target market is. It’s time to create your brand visually. These are the components that you will present to your customers and prospects. Pick a logo that gives people a glimpse to your brand’s personality. Choose a colour scheme that represents you. Are you a company who promotes healthy living? Go with green. Are you focusing on being trustworthy and secure? Blue is a must. Whatever you choose, your brand visually must coincide with who you are.
4. Implement brand consistently. You’re ready to put forth your brand. Be sure to promote consistently both internally and externally. This means everything from your website to your vehicles to how your employees communicate with customers must be predictable. When it comes to brands, actions speak louder than words. A brand that delivers what is expected of them, means repeat customers and future purchases, which inevitably will drive traffic and sales.
Without a branding strategy, you’ll be marketing something with no meaning. Follow these guidelines, and you can build a brand that is forever in your customer’s minds. Brands that stand out keep their promises, stay consistent, and deliver on those promises in every interaction.
Create your branding strategy to boost your business and achieve your goals. Article by Castlenet web developers NZ.