Building a strong brand is one of the most important aspects of starting a business that will last a long time. However, the brand building also plays a critical role in growing your business over time.
This is precisely why you need to focus more on brand building in your marketing campaigns and other activities. Here are the ten ways you can start using brand building as a key element of your business development.
#1. Find Your Brand’s Purpose
One of the most important aspects of brand building is finding your brand’s purpose. But the best part is that finding this purpose is beneficial not just for your branding strategy itself but also for your further business development.
Knowing what the purpose of your brand is allows you to make short- and long-term plans and never stray too far from the path you have outlined for your company.
To understand what your brand’s purpose is, you need to define your vision, mission, and values. These three key aspects of your brand identity will give it a purpose as well as a direction for your further business development.
For example, if your mission is to provide as many people as possible with cheap but high-quality clothes, then you will know that one of your goals should be global market expansion to reach as many customers as you can.
#2. Grow Your Online Following
Another reason why your brand-building strategy is important is that it helps you grow your online following.
When you are implementing your branding on social media, you are spreading awareness of your brand, getting more exposure, and gradually gaining new followers who are either your current or potential customers. By growing your online following, you can increase your brand’s influence which will help your business develop.
Nowadays, many customers are looking for brands they can connect with. These are usually unique and authentic brands that showcase their respective identities on different social media platforms. These platforms are perfect spaces for you to better connect with your target audience.
Potential customers can be converted into actual customers while current customers can become more loyal to your brand, turn into returning customers, and start advocating for your brand.
#3. Expand into New Markets
As mentioned earlier, when you know what the purpose of your brand is, you will know in which direction you should be moving when it comes to business development.
Similarly, you can start expanding your business into new markets more successfully because you will better understand your brand and your target audience. In fact, knowing your target audience is critical for business development and expansion.
Keep in mind that your audience is not unchanging. In some cases, it could change on its own due to circumstances (e.g. an economic crisis that affects your customers’ purchasing power). But in other cases, you could be the one who shifts your own target audience.
This happens when you want to rebrand or expand into new markets. You might want to target a completely different type of customer, or you could start targeting a wider target audience than you currently are.
#4. Be Consistent with Your Strategy
When you have a strong branding strategy, you clearly understand what your brand is about and, consequently, which direction you are moving in with your business development.
Because you have such a clear idea of what you should be doing, you can be more consistent with your overall strategy. This includes everything from branding to marketing to business itself. Simply put, you can stay on track easier.
Even if you don’t have a strategy already, you can always hire an experienced writer from the writing services reviews site Best Writers Online who will create it for you or help you create one.
Your strategy needs to have general guidelines for your company as well as separate strategies for your different activities, including branding, marketing, sales, customer services, and so on. When you have all of those things planned out, it will be much easier for you to execute your plans successfully.
#5. Increase Brand Awareness
By being present on social media platforms and implementing your brand strategy there, you can already get more exposure and increase your brand awareness. However, this is just a small piece of the puzzle.
You will be using brand building on different channels, so your brand awareness will improve accordingly, even indirectly. And by increasing brand awareness, you are creating more opportunities for you to find new customers and eventually develop your business further.
For instance, visual branding is just a part of your brand building, but visual branding is critical for attracting attention to your brand by standing out visually. This is true for all the channels you use for branding – from social media posts to the design of your product packaging.
Even if a person never bought any of your products, they could still be very much aware of your brand because they have seen your brand logo on Instagram, in their local store, or in an online ad.
#6. Gain a Competitive Edge
When you are just starting to plan your brand-building strategy, you will need to do extensive research on who your competitors are.
This not only helps you find out who you are competing against, but it can also give you a competitive edge both in terms of branding and other activities. Some of the things you should research about your competitors include:
- What are these brands you are competing against? What is their history like? What is their market share? Who is their target audience?
- What were their successes and failures in different departments (i.e. marketing, sales, customer service, branding, etc.)? How can you learn from their successes and failures to improve your own strategy?
- Are any of your competitors partners? Could and should you partner with one or more of your competitors?
- What are the strengths and weaknesses of each one of your competitors? How can you use this knowledge to your advantage?
#7. Define Your Value Proposition
Branding is a very important part of marketing because it helps you define your brand image while also finding ways to sell your products. This is why defining your value proposition could be seen as both an element of branding and of marketing.
Moreover, defining your value proposition will also directly affect your sales and potentially your further business development. That’s why you need to define your value proposition as early as possible.
The best kind of value proposition is the one that considers the qualities of your products, the benefits your products bring to your customers, and the customer problems that your products can solve. These three elements should be evident in your value proposition:
- List the qualities of your products.
- List the benefits of your products.
- Consider the problems your customers have.
- Connect your product qualities and benefits with customer problems.
- Create your value proposition.
#8. Find a Common Language
To better connect with your audience, you need to find a common language with your customers. Doing so is directly connected to developing your brand voice and personality.
The kind of brand identity you create for your company could determine whether or not your customers can connect with your brand. And this, in turn, will impact how you will be growing and developing your business.
If you are inexperienced and want professional help, you can hire a writer to help you develop your brand voice and craft your brand personality.
Start with the traits your brand will have and how they will correspond to your brand vision, mission, and values. As you work through the different aspects of your brand voice and personality, get down to the tiniest details such as using specific jargon words.
#9. Work the Way You Brand
When it comes to branding, a lot of business owners think that this activity is completely external. However, this is not the case. Your branding is a part of marketing, but it is also a part of your business strategy which means change should happen from within too.
In other words, you need to start working the way you brand yourself. If you preach certain ideals (your vision, mission, and values), then you should uphold them within your company too.
This kind of external organization and structuring will eventually help you get to another level with your business development. Think about the way you organize and execute your sales, marketing, customer service, and so on.
Consider your branding strategy and start changing your company from within rather than only relying on the external image you create through branding and marketing.
#10. Plan for the Future
Last but not least, your brand building could help you start planning way into the future to create a specific trajectory for your business development.
Something as simple as your brand logo could determine how you brand yourself years or even decades into the future, whether you decide to rebrand at some point, and even how successful your company becomes among other things.
This is exactly why you need to spend so much time on brand building and work with it in the context of your overall business strategy. Remember that everything inside your company is closely connected, so you need to make sure that all of your activities, plans, and goals are aligned with each other.
Building your brand won’t be instantaneous. It will require a lot of time and effort from you and your team, but eventually, you will see how your branding strategy has contributed to your business development.
About the Author!
Karen Mask is а freelance writer. She has 4 years of experience in the publishing industry and writing for the writing platform Best Writers Online. As a writing assistant, she has edited short pieces and book-length manuscripts to suggest content revisions and stylistic improvements. In her spare time, Karen likes to play sports and travel.