There is no mistaking it: a well-known and loved brand is one of the most valuable assets a company can have.
Branding works in a similar way to marketing. For example, take Netflix- before any new season is released, they market it heavily and creatively so that it sticks in your mind and you end up setting a reminder for the show.
That’s exactly how branding works, the whole idea is to make a name for yourself and be top of mind when potential customers are looking for a product or service that you offer.
While it’s important to have an attractive logo and colors that represent your company well, many companies get too caught up in this when they should be thinking about the brand as a whole.
What do you want your brand to mean, and what goals do you hope to achieve? These are much more important questions than what font size looks best on your website.
What Is A Brand?
A brand is more than just a name and logo that makes you stand out.
Your brand is how people perceive you, for better or worse, anytime they interact with your business.
Everyone has a personal brand, whether they think about it or not. Your name, your face, your style, and the way you communicate all come together to create different impressions on different people.
All businesses have unique aspects that make up which they are and how the general public sees them. Things like their name, product selection, colors, fonts, reputations, etc., all play a role.
With consistency, you can establish an effective brand. To create a successful brand, you must be consistent in your business. Creating a brand begins with figuring out how you want it to look and feel, then being consistent in that presentation.
How To Build A Brand
There are the nine essential steps to building a new brand:
Research Your Target Audience
Take a step back and understand the marketplace before deciding how to brand your business. This includes knowing who your potential customers are as well as current competitors.
There are several methods to do this:
- Research your product or service category on Google and explore both the direct and indirect competitors that appear.
- Subreddits offer an untapped wealth of potential customer insights- keep tabs on the conversations happening in ones related to your product or service.
- Interview individuals from your target market to ask about the brands they purchase from in your niche.
- To discern which social media platforms your target audience is active on, look at the accounts and pages they already follow.
- Consider how customers browse and purchase items, whether you’re shopping online or in person.
Be sure to note the following as you conduct your research:
- Your “lowest hanging fruit” customers are the ones who would be easiest to sell to.
- Your top-of-mind competitors are the brands that are established and known in the market.
- The way your customers speak, the topics they discuss, their interests, and the language they use to express them.
Before you proceed, it’s crucial to understand your brand and how it can stand out from the competition. This will help inform what your brand should focus on.
Outline the Key Qualities and Benefits Your Brand Provides
The key to developing a strong brand is emphasizing the important traits and benefits your company provides to clients. There will probably be larger brands in your field than yours, so your primary goal should be to separate your business and brand from the competitors.
If you can identify aspects of your products or services that no other firm in your field provides, you should be able to begin developing a memorable brand.
For example, your company offers a cheaper product than others or is known for providing excellent customer service.
However, only provide a simple list of the qualities your services or products offer customers. Instead, it is critical to determine how your organization adds value and how your brand is distinct.
Determine Your Mission and Core Values
The mission of our business is to provide customers with high-quality products and services. We strive to be the best in the industry and are committed to continual improvement.
Logically, your next step is to create core values. They will act as guidelines for vision and goals while also affecting company culture, which forms how stakeholders see the organization.
But, again, using broad terms that don’t explain what you stand for paints a confusing picture of the brand. So, instead, be distinct with language, use original phrases, and make sure everyone involved upholds these standards.
Create A Brand Logo & Tagline
Develop a brand logo and tagline that will reflect your business in all marketing materials to expand your reach.
A business’s logo and tagline are important, so it is a good idea to get help from a professional design company or someone in your business who you know to be very creative.
The logo will be the primary way people remember your business, so you should invest money into making it strong and unforgettable.
For example a branding agency in San Francisco can not only help you design a logo, but they’ll also consider your brand name, color palette, iconography, and web elements that match your business.
Some of the best logos out there are memorable, like Targets. Modern logos have sleek minimalistic qualities to them with simple color schemes.
Create a Constant Presence on social media
You may have heard that social media is the new blogging platform. We don’t quite agree with that – there are many advantages to blogging — but we also don’t dismiss the advantages of social networking.
Social media is where many of your customers and prospects hang out. They check up with friends, watch memes, and scroll for ideas. When they arrive, you want to be there for them.
The Marketing Sherpa study showed that 58% of respondents follow brands on social media, which means that consumers use social media for more than just connecting with friends and family.
When starting your Knowledge Commerce business, choosing the best social platforms for your target market is important.
For example, are your potential customers active on Twitter? Do they spend more time browsing Facebook? Are they passionate photographers that share their work on Instagram?
Once you decide which platforms to use, start growing your presence there. Look for and follow people who are influential in your industry so that you can learn from them.
Also, engage with others who discuss topics related to what you’re interested in. Lastly, make sure your profile appears as professional as it can be.
Create Branded Content
All content and marketing materials should contain your logo, tagline, and other key brand elements. Branded content comes in many forms and can help you generate leads, boost brand awareness, foster trust, and convert initial leads into customers.
Some examples of branded content include:
- Landing pages
- Social media headlines
Branding your blog shows customers that you’re an expert in your field and provides them with useful info. If you’re not a writer, that’s okay! You can hire someone to help you with the task. Just make sure that all blog posts are on-brand and provide value to your target market.
Increase The Visibility Of Your Website In Search Results
After establishing a distinctive and memorable logo and another branding, prospective and current customers must see and get familiar with your identity. It would be best if you boosted your site’s presence in search results to accomplish this.
Approximately 75% of internet visitors will never look past the first page of search engine results. Therefore, you must enhance your rating in relevant search results to attract people to your website.
Your website will see a drastic improvement in visitors if you can get it to rank among the top three results for relevant keywords. Search engine optimization is a surefire way to make your site more visible and, as a result, increase traffic.
In addition, speeding up your website and using relevant keywords in blog posts can attract organic traffic without spending any money.
Understand Your Competition
If you don’t keep tabs on the other companies in your industry, how will you know what sets your brand apart? As you research your competition, please take note of their offerings. This way, you can highlight what makes you unique when marketing your company.
Your branding efforts will be more successful if you strongly understand the competition. This way, you can adapt your strategy to ensure that your company stands out from the rest.
Integrate Them Across Your Channels
Now that your branding is complete make sure to use it across all channels. For example, you can include aspects such as your logo, colors, and fonts in every message.
In addition, a longer version of your mission statement could be used as the brand story on the About Us page.
You don’t just have to tell potential customers and employees your company’s core values—you can also show them through interesting branded videos and posts. Just remember that branding is something you’ll have to keep up with for as long as your business is open.
Creating a strong brand is essential for any business. Once you’ve established your brand and started integrating it into all aspects of your business, you’ll be able to control how people perceive your company.
A brand is effective when customers remember it even outside of exposure to marketing materials. Some ways to build or enhance a brand include developing branded content and creating a logo representing the company.
Though it might take time to implement each step required for building a powerful brand, this extra effort can increase customer conversion rates and cause greater profits.
If you’re looking to grow your brand, product development, and financing are integral, but remember that future success also relies on building a strong foundation for your brand.
About the Author!
Mir Murtaza is innovation-driven and motivated individual skilled in developing communication and marketing plans for cross-functional brand development. He is associated with Design Alligators, a one-window solution for your startup, or enterprise.