Building a Brand for Your Business: What You Need to Know
If you want your business to rise above the competition, you need to do something that makes you stand out in the crowd. You need to build a brand.
Building a brand is the single most important thing you can do to build your business. Without it, your business will blend in with the competition. But, exactly how do you build a brand?
Follow these basic branding tips to see your business take off and your influence grow.
Table of Contents
To build a brand, you must first understand branding. A brand is the combination of everything you use to make your company stand out. It includes a variety of the following items and strategies:
- Visual assets
- Website design
- Brand colors
- Business cards
- Tone of voice
- Company mission
All of these assets combine to create the brand that makes up your company. Your brand should reflect your company’s history as well as its present culture.
Establish an Audience
Business marketing begins with identifying and then establishing your audience. Look at the types of products you sell or services you provide. Then picture the customers that need those products and services.
This is your audience.
Look at specific angles for your audience. For example, instead of just pet owners, look at dog owners or new dog owners. If you have a specific niche, you’ll have less competition.
You can identify your audience by identifying existing audiences as well as your competition. Then create an ideal customer and mold the brand with that customer in mind.
As you build your brand, you can use analytics tools and customer surveys. These, along with services such as a mobile application development service will help you hone your brand even more.
Take time to research your competitors. Look at their strengths and weaknesses. Then work to match their strengths and capitalize on their weaknesses.
For example, consider the sectors your competition isn’t serving. Then seek to serve those customers.
Look at all areas of the competing brands. Here are a few areas to study:
- Social media campaigns
Competing websites will give you ideas of which SEO keywords to use to generate more traffic toward your website. Use keyword research tools to find subjects your competitors haven’t touched on.
Identify a Position Statement
Your position statement is one to two lines that stake a claim in your market. This is a statement for your company only and not necessarily something you put on your marketing materials.
You can create a position statement by simply filling in these blanks:
- We offer (this product or service) for (this market) to (this audience)
- Unlike (this competition), we (state the difference).
These two statements will help you find your company’s purpose and tighten the brand even more.
Find Words For Your Brand
Think about the words you want to be associated with your brand. If your brand was a person, what would that person be like? How would you describe their personality?
These words help create the tone of your voice on social media. Think about the personality you want with your brand, and then create all social media campaigns with those in mind.
Create Your Story
Humans connect with humans through stories. To create a strong brand, you need to create a story that goes with it. This story will appeal to your customers more than a logo or a saying.
Just like you learned in your high school English class, all stories have specific elements. Your brand story should be no different. Include the following elements in your story
The hero of the story is ultimately your customer. Build a hero by going back to the buyer persona you created when you established an audience. Then give your hero that persona.
A conflict is a problem in the story. The customer’s needs or wants make up this story’s conflict. Expose the need and appeal to the customer’s emotions.
Your company is the guide in this case. Here you’re going to show your company how your brand will solve their problem. Include client testimonials to show how your brand has solved other customers’ dilemmas.
In literature, the climax is the highest point of interest in the story. In your brand story, the climax consists of the moment your hero could experience a negative impact when they don’t choose your solution. At this point, you can deliver a call to action.
Here you bring in your brand and show all the ways you can help your customers. Lead them to the conclusion that their decision to choose you will ultimately lead to success.
This timeless method of storytelling will set up your brand and make marketing simple. You can use it in your print and digital marketing campaigns. Once you have customer testimonials, you can begin telling this story in a variety of ways.
Pick a Name, Slogan, and Logo
After you’ve established the core values of your brand, you can pick your slogan, logo, and name. Align these items with the purpose and tone of your brand.
When you look at logos, think about color, font, and imagery. Run the logo through some audience tests using social media to see which one resonates best with your audience.
You could also hire a professional marketing agency to help develop the name, slogan, and logo. If you’re just starting, you could run a contest on social media, asking your audience for their ideas. Then you could reward the winning idea with a perk from your company.
Integrate the Brand
After you’ve established your slogan and logo, you can integrate the brand. Put this brand logo on all your marketing materials. When a client sees your brand, they should automatically know it’s your company.
Building a Brand With Confidence
When building a brand, tap into all your resources first. Identify and establish your audience, and then seek to serve that audience best. Your brand should reflect everything that you want that audience to think about your company.
With these basic branding ideas, you’ll see your business flourish. You will be able to better serve your customers, and you may enjoy work even more.
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Last Updated on May 1, 2023