Branding and brand marketing are crucial to the success of your business whether it’s small or large. But when building a brand, where do you even start? Here are the five mains steps in creating and building your brand as well as marketing it to customers.
First things first, define your brand. Look at your service or product and outline what sets it apart from the competition and what needs your customers have that would entice them to buy. Perhaps you are the only service in your industry that offers a money-back guarantee, which should be a part of your brand marketing.
For a better mental picture of your brand, imagine it as a person. This might sound silly – but it works! Discuss with your team the attributes, beliefs, values and purpose of your brand in term of characteristics. A brand can be trustworthy, innovative or experienced. Having a clear vision of your brand brings us to step number three.
Now that you know what sets you apart, create your distinctive identity. Don’t copy off the methods of larger companies, or competitors. Customers can resonate with original, authentic brands and more often than not want to work with companies whose brand marketing reflects that. Identity elements include a logo, color scheme, website and consistent messaging.
Through consistent messaging and communication with customers, you will be able to build trust in your brand. Long-term relationships keep customers coming back and keep them referring your company to others. A strong brand strives for these types of relationships along with customer satisfaction and service.
The last step in building a brand is committing to it. Your brand should be a part of everything your company does. Brand marketing should always feature the same tone of voice, type of images and colors so your brand is instantly recognizable. Brand consistency throughout the company will not only bring the company together but it will increase customer awareness and then increase sales.