4 tips in building a successful brand
Building a brand or effective brand is very important for the success of any company. There are many different interpretations of the term “brand.” For some, this is the relationship between business and current clients or prospective clients, while others see it as a special feature that distinguishes companies from its competitors.
In this article, we explain why the brand building is important, followed by a step-by-step approach that can be followed by the company’s marketing team when building a brand.
Why is it important to build a brand?
The way the company builds its brand will determine how people view their business and products.
A successful brand can affect the way people look at the name, story, logo, and marketing campaigns of the company.
In many cases, brands are as important as the quality and price of a product. When people buy a product, they also buy a lifestyle represented by the product.
If a company creates an interesting and easy to remember brand, the community will easier to recognize its products or services and have a clear understanding of the values that can be added by the goods to their lives.
Branding is also one of the most effective ways to gain customer trust.
What are the tips for building a brand?
If you are part of the marketing team in charge of building your company’s brand, you can follow the following four steps:
1. Determine your target audience
The first step in building a brand is to determine your target audience. To create a client base of your choice:
Determine who is most likely to buy a product.
Consider several factors such as age, gender, location and income to create demographics.
If, for example, you plan to sell expensive and fashionable glasses, your target audience may be medium to high income under the age of 40 years.
However, if your product is a new sports drink, your audience is likely to be athletes.
Consult statistics and sales data available
This information will be very helpful in giving you valuable information about consumer spending habits.
Statistics can also help you decide whether your company’s product will appeal to certain demographics.
For example, statistics can indicate that millennials tend to be very conscious and prefer to buy products online. If needed, you can also collect your own statistical data through a survey, or contact a marketing company to collect data on your behalf.
Learn similar companies
You can learn from established companies that offer similar products or services.
Try to collect more information about how they make targeted marketing campaigns for certain groups that buy their most products.
Compare different company data to develop a thorough understanding of their brands.
Talk to your target market
Consider involving with people who fit your company’s ideal client profile to determine their favorite and needs, as well as what brands interesting to them and why.
You can make a more detailed outline of what your customers want.
After you decide the target audience, you can start creating a brand that will attract them.
2. Position your products and business
Business positioning involves deciding how to distinguish products or services from other similar offers on the market.
To do this, first you have to gather as much information as possible about the company’s direct competition, such as details about their products, prices, and markets, and their marketing strategies.
Try to determine the possibility of defending in their products, services, or areas in markets that do not satisfy them, and use this information for your benefit.
After you learn your competitors, you must develop a unique sales proposition or Unique Selling Proposition (USP).
USP is a brief statement that tells the client what the company has to offer. Your USP must highlight your product features that make it unique and add value to the client.
3. Determine your company’s personality
For the most part, the brand conveys business identity. An important step in building a brand, then, involves determining the company’s personality.
Regardless of the company’s products and services, the target audience will also help build its personality. If your target audience is a cycling fan, most likely you want an active person.
Deciding your company’s personality will need creative brainstorm with other branding team members. You can start the process by thinking about the company as a person.
For example, if the company is a backpacker, you can describe what this person is and how they act.
Use of descriptive words such as “tourists”, “independent”, “revolutionary”, or “fun” will help you and the branding team to express your abstract thinking verbally.
You can also try to associate your product or company with whatever images or ideas you think.
For example, if the company produces running shoes, you might think of deer and use this image to produce more ideas.
This kind of creative thinking process will allow you and your team to provide a distinctive voice to your company.
4. Select the logo and slogan
Effective logos can make your brand attractive visually, while successful slogans can help customers remember your product.
Logo conveys the image and personality of the brand. You might want to consult with professional designers or brand agencies during this process to ensure that your logo tastes high, effective, and well-made.
A professional designer will tell you about things like fonts, colors, logo sizes, iconography, and general designs. They will also help you design a logo that reflects or completes your brand name.
The slogan is a short and interesting phrase that you can use during a marketing campaign to give your brand extra advantage.
This is not a permanent feature of your brand, so you can adjust and change it for a new marketing campaign. For example, if you sell snorkeling equipment, your slogan can be, “Get the best views under the sea.”
Your brand or brand must inform your company’s culture. You can market your brand internally by aligning clothing code, professional behavior, and your business with images.
Building a good brand indeed work one night. You must be consistent and through the trial and error phase to create a good brand in the eye of the costumer.
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