Brand Building: Steps for Success
Building a brand is a fundamental part of creating a business nowadays. Having a recognisable image and messaging for your company helps to establish positive customer engagement as well as leaving a lasting impact on the marketplace. In today’s blog, we’ll talk about solidifying your product, brand building, and other tips and tricks for success.
What is Your Brand?
Finalising the Product
Before you can even start marketing your brand, you first must establish exactly what your product is. You should ask yourself:
- What exactly are your promising to your audience if they invest in your product?
- What is the main ethos surrounding this product?
- How is your brand unique from other products on the market?
If you feel like you can’t answer these questions simply and succinctly, perhaps time should be invested on product-development.
Imaging and Messaging
Once the product has been finalised, you can then start to build some of the initial branding. This includes (but is not limited to):
- Name. This should be memorable and easy to search.
- Logo. Again, this is something that is memorable and eye-catching. Try to avoid using colours or images that are associated with other brands.
- Website. Make sure the site is fast and responsive before it’s launched to the public. Poor page response can affect conversion rates.
While it’s possible to do A/B Testing on some of these assets, it’s important to remember not to change your name or logo too many times so as not to confuse your customers. Consistency is key.
Steps to Building Success
The following steps will help build your brand into a successful business.
- Have a strong foundation. These are all the assets we addressed in the previous section. You should be able to describe your brand in one simple concept or statement.
- Identify your target audience. Trying to market to everyone is a near impossible task. Instead, narrow down who you think is more likely to be interested in your product, and who is able to invest in it.
- Promise. Competence. Integrity. Be sure to earn the trust of your customers by delivering on your promises. Positive word of mouth marketing can do wonders for conversion rates.
- Define and develop your voice. How are you delivering your brand’s messaging to your audience? Are you using a vocabulary that is in line with your target demographic? Are you inspiring people to take action?
- Nurture your social media following. Social Media is a great way to create hype for your product and establish a good rapport with your customers.
- Encourage brand related searches. Use words in your marketing that have beneficial search engine optimisation (SEO) results. Therefore generating more clicks to your website and bumping up the placement of your brand in online searches.
Other Tips and Tricks
- Always make sure the product can speak for itself. You can have a tight marketing strategy, but it will be close to useless if the product can’t hold up.
- Try to tell a story with your branding. Creating a narrative that customers can place themselves in helps to generate interest in your product.
- Keep your branding consistent. Establish a strict colour scheme and font usage. If customers saw your logo from a distance would it be easily recognisable?
- Build a brand that is accessible. Use language that is easily understood by your target demographic. Try to avoid flashing graphics or hard-to-read text that could make your website inaccessible to potential customers.
- Highlight why your brand is different from other brands. It’s okay to use other companies to help your customers familiarise themselves with your product. But remember, you’re trying to convince people to choose your brand, not remind them why they like a different one.
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