One of the most valuable assets a company owns is a highly loved and recognizable brand. 59% of consumers prefer to buy new products from already familiar brands, according to a survey.
What is a brand? It is defined by a customer’s overall discernment of your business. According to Jeff Bezos, founder of Amazon, “Your brand is what other people say about you when you’re not in the room.”
Brand building is the process of establishing a lasting and unique image of your business, by creating awareness using marketing strategies and campaigns, in the market place.
Now, brand building is a process that cannot be, done overnight. It may take a few months or even years. However, your ongoing efforts will result in building a trustworthy and long-term relationship with your customers. This can lead to more projects, endorsement of your products and services, word-of-mouth referrals, hence an increase in sales and popularity of your brand.
Brand building can be done effectively through various digital marketing techniques like:
- Email Marketing
- Social Media Marketing
- User Experience
- Paid Advertisement
- SEO and Content Marketing
There are other factors, too, so let us discuss this topic in more detail.
The Purpose behind Your Brand
A compelling purpose is what makes a brand successful. You should keep in mind these following four questions when defining the intention of your brand:
- Why does your brand exist?
- Why should people care about your brand?
- What problem does your brand solve?
- What differentiate you from other brands?
These questions will help you to build the foundation of your brand. Use slogans, stories, visuals, messaging, tagline, and more to show the information gathered from the above questions.
Study Competitor Brands within Your Industry
never copy the big brands within your industry. Try and stand out. You have to cobrand convince customers to opt for your product over theirs. Be aware of their failures and the areas where they do well. Research and study the benchmark brands and their journey about brand building. For a brand to be effective, it has to stand out from what is already out there in the market, but, at the same time, it has to be easy for customers to remember and recognize it.
Determine the Target Audience
it is essential to identify the target audience that you will be focusing on. It is one of the most crucial part. It is the spine or root of all challenges of market segmentation that marketers face every day. This information will help you tailor the foundation, message, and mission of your brand to meet the exact needs of your target audience.
Research about your customers’ lifestyle and specific behaviors, the key to knowing them is to get specific. The exercise of identifying your audience will benefit you in all aspects of the brand building, especially marketing efforts.
Brand Mission Statement
The mission statement encompasses your company’s passion, the value your business provides, and the purpose of the existence of your business. Everything from your logo to the tagline should reflect that mission statement.
Unique Brand Voice, Logo, and Tagline
brand voice is how you communicate with your customers and vice versa. Choose such a brand voice that makes the perfect sense and resonates with your target audience. Probably the most exciting thing about the brand building is creating a logo and tagline. The logo will become your identity as it will appear on everything relating to your business.
Build Messaging and a Brand Story
the messaging should be conveyed consistently. It will be useful if the messaging is closely associated with your brand. A brand story is a way to communicate with consumers on an emotional level. When developing your brand story, keep in mind not what your product can do but why it is essential to your customers.
Stay True to Your Brand
consistency is critical in brand building. Unless you have something more effective on the basis of consumer response, stay true to your brand. Inconsistency will confuse your customers and can jeopardize your long-term relationship with them.
Putting these components together with consistency and strategy will breathe a new life to your brand building.