7 Brand Creation Tips for Any Industry
There’s a lot of confusion about brand creation in today’s marketing world. It’s getting harder to know which advice works and what doesn’t. Increased attention on branding isn’t helping because most consumers can only tell a few brands apart.
Will the confusion stop? Not when new undifferentiated businesses are popping up every day in entire industries. The customer is getting more overwhelmed with the many options.
You need to fix your brand image to stand out in the crowd. Where can you start? Get to know what makes a brand out by following these 7 brand creating tips.
What Makes a Brand Stand Out?
Brands stand out by creating a meaningful, memorable and valuable impact on consumers. Brands that focus on creating emotional connections with customers and improving their product’s value have the upper hand in the market.
Customers will always look for an empathetic brand that offers value for money. That means you must put the needs of your customer first and come up with helpful solutions. Every aspect of your brand and messaging has to show that you’re in business for the customer.
How to Create a Brand
The secret to any brand creation (no matter the industry) is an identifiable image that offers something unique to customers. Here are some brand creation tips to infuse into your strategy if you avoid getting lost in the crowd.
1. Define Your Brand Purpose
Anyone can start a business but growing it into a respected brand is a different ball game. Studies show that 45% of businesses don’t survive past the fifth year. And one of the reasons most startups fail is for lacking purpose.
Brand purpose can be infectious when executed well. It motivates you to pursue your dream and also turns your customers into loyal ambassadors. People can discern that your product is about creating impact and turn into your fans.
Brand purpose is what draws people to brands like Apple. It’s your why and the only reason that can make customers identify with your brand. Apple, for instance, commits to empower creativity and self-expression.
How do you find your brand purpose?
Reflect on the actual reason why you started your business. What change did you want to bring? It might be that you wanted to promote a healthy lifestyle by launching an organic restaurant.
What problem did you want to solve? Think about the customer’s pain points that you wanted to address. Also, imagine the strengths that you want your customer to share when they’re talking about your brand.
Find your unique value proposition. These are the unique qualities or traits in your business that other brands can’t harness like you.
2. Know Your Target Audience
The growth of eCommerce makes it possible to sell your products to anyone around the globe. But it still doesn’t mean that every internet user will want your product. Your product must target a specific group for it to sell.
Targeting will mean to wean out the people that are not interested in your product. That way, you can focus your brand creation efforts on a qualified niche group. This makes branding more affordable, effective and efficient.
To define your target audiences start by figuring out your buyer persona. Find out the characteristics of your average buyer and the reason they come to buy from you. Look at their interests and pain points.
Think about outshining your competitors by finding out what they’re up to. Who are their customers and who are they targeting? If you want to cut competition, consider catering to niche markets in your industry.
Analyze the strengths and features of your product and compare the results to your buyer persona’s interests. Find out the age, income, education, occupation, marital status, values and behaviors of your customer.
3. Differentiate from Your Competitors
You will still find competitors fighting for customers when you niche down. To stand out, you need to differentiate your approach and products. Your goal is to divert customers’ attention from competitors and convince them that you’re better.
Start by identifying what your competitors are doing well or bad. Review their brand visuals, quality of products and marketing efforts. Visit their website, review sites and social media pages to see what customers say about them.
Then use the information to create a unique and consistent brand. Take advantage of every aspect that can elevate your competitive edge. For example, a cosmetic manufacturer can brand how their products use organic or verified ingredients.
Another way to differentiate your brand is to optimize brand visuals. Invest in a logo and name that reflects your brand personality. Be sure to use it consistently across various platforms.
Get a manufacturer to customize your packaging for a unique and attractive shelf appeal. Most of the time, people perceive products to be superior based on how the packaging looks. Great packaging will also enhance memorability and brand recognition.
4. Align Your Business Model with Your Branding Goals
Brand creation can attract clients but it won’t always transform your business into an industry leader. You need to also work on structural issues if you want to increase revenues.
A quality brand built on a weak business model can limit profits. Likewise, the competition will always overshadow a great business if it lacks a brand. In short, brand creation pays off after addressing health issues in your business.
An example of bad branding is working on employee issues while not resolving redundant policies. Another is avoiding delegating client issues. The point is until you align your business model with your goals, your problems won’t stop.
Branding on a bad business model raises expectations and increases problems. Get rid of processes that inhibit customer service and result in a negative brand image. Create the system and processes that end inefficiencies and boost operations.
5. Build a Content and Messaging Strategy
Part of successful brand creation is quality content. Content talks for your brand and communicates your brand to your target market. It reflects what you stand for and bridges the gap between your brand and customers.
High-quality content turns your brand into a trusted source of industry hacks. It increases the brand appeal and attracts traffic to your stores. Content can also change consumer perceptions and enhance your reputation.
Use social media to engage and connect with your customers. Invest in quality videos and photos to immerse people and leave a memorable mark.
Share stories to move your audience emotionally and build long-lasting connections. People will pay attention to stories more than any other form of content.
User-generated content is becoming more trusted since people find it relatable. Get your loyal customers to share what they feel about your brand. Ask for reviews and keep an eye on your pages to tackle customer issues on the spot.
Use a tone that reflects what your brand stands for. Consider using professional language for a high-end brand. Stay conversational if you’re talking to a general audience.
6. Cultivate Customer Loyalty
One of the primary reasons to invest in brand creation is to create customer loyalty. One survey shows that increasing customer retention by 5% can boost revenues by up to 95%. Customers who find value in your product will buy many times and also market you to their friends.
But customer loyalty involves more than focusing on product improvement. It takes effort and consistency to earn customers’ trust and gain their continued support.
How do you build meaningful customer relationships and earn loyalty?
Provide the best customer service to both new and existing customers. Make sure your customer’s journey in online and offline mediums is as smooth as possible.
As your brand grows, you will need to identify your “super fan” customers. These are the customers who tweet, like, or share every post on your page. Surprise them with a gift package or a discount to encourage their loyalty.
It would be best to incentivize repeat orders to appreciate repeat customers. Offer discounts, rewards, or points for repeat purchases.
Share helpful tips and tricks to help customers get the best out of your product. You can engage your customers on social media pages or create engagement forums/groups.
7. Amplify Your Brand
To get your brand off the ground, you need to put it in front of customers. Get it noticed by using your website, social media pages, newsletters, email campaigns, and other marketing tools. Content distribution is important for visibility so go to the platforms where your audience already hangs.
Make sure your website and social media pages are reflecting your brand by keeping consistency in your graphics. Customers will use your visuals to identify your brand, so your pages must look the part.
Create SEO blogs, social media ads and videos for online campaigns and lead generation. Use your newsletter to communicate the latest developments, product launches, and milestones to your customers.
Create a series of emails that you will frequently share to keep your brand top of customers’ minds. Leverage trackable lead pages or A/B emails to track what message suits your audience.
Master Brand Creation to Dominate Any Industry
Brand creation is a process─ you have to stay consistent to see an impact on your revenues. In a fast-evolving world, sometimes you will need to make a few changes to stay relevant. You can become a leading force in any industry if you understand how to make a good brand.
The important part is that you continue to grow and authentically serve your audience. For more tips on marketing and branding your business, check out the rest of our blog.