Your Website or your digital marketing activities are tools for branding. How you brand your business is what creates an impression in the minds of your customers and it is how your customers perceive your business that informs their purchase decisions. How do you relate branding and your business goals? How can you explore the possibilities of branding to achieve your business goals? In this post we will be looking at how branding can help you achieve your business goals.
How to brand a business
Branding is an important exercise for every business. It does not matter if it is a small, large, or retail business. As far as you want to stay alive in the highly competitive market of today, you must speak a consistent business language and affect your reach evenly at all times.
Perhaps the idea of branding has been vague to you, and you do not know how to use it to affect and achieve your business goals, then this post is for you.
In this post, you will learn the simple principles of branding your business.
What is branding?
We can simply state that your brand is a way customers define your products and services. It is the perception of people about your business. However, branding is a way of building these features that create the trusted perception people have about your business.
It is far above your logo or company colors. While it involves those, it also stretches into the unique qualities of your products or services, and your core values, maintained over a long time.
8 Effective Ways to build your business brand
1. Define your brand purpose
To be successful in building your business brand, you must first define your purpose and values. That way, you will be able to know exactly what you stand for and be more responsible for them.
You can begin by asking yourself these four questions:
Why this business?
What problems do I intend to solve with it?
What differentiates it from other businesses?
Why should people be concerned about my business?
An informed answer to these four questions will enable you to discover the purpose and core values of your business.
With your business values defined properly, your employees will work towards it while it gives both your customers and employees a sense of security.
2. Be sure who you are targeting
A good understanding of your target audience is a strong step towards building a successful brand.
Your business targets specific people right?
Yes. So you must keep in mind the exact people you hope to sell to.
How do these people behave?
What sort of lifestyle do they lead?
These are some of the questions that will help you understand your target audience more.
The truth is, your brand will only succeed if you know what your customers feel, how they think, and their priorities.
Using a buyer persona, you can define who your ideal customers are, and with that you can streamline your branding efforts towards their interests.
You might also go as far as finding out what or who influences such a group of people the most.
3. Use a memorable logo and tagline
The first thing that usually comes to mind each time the term “branding” is mentioned is visual impacts. The logo, tagline, and color.
Yes. Having a recognizable logo and simple tagline is one of the ways you can build your brand for long-term success.
To get something good and unique, you should invest time and money and hire a talented designer.
The visual artist will therefore create a worthy logo, good enough to represent your visual identity. This logo should appear on anything that represents your brand.
You would also have a brand-style guide that would help you ensure visual consistency. This guide should include:
Typography and font
Logo size and placement
4. Have a consistent brand voice
Having a consistent brand voice is a way to establish your identity with your customers. By brand voice, we mean the type of language with which you communicate with your customers, the voice that resonates with your customers.
How do you sound when speaking to them?
You could choose to sound
There is a long list of words that could define your voice. But the point is this: your brand voice should be one that resonates with your audience.
This points back to understanding who your target audience is. Knowing them well also means knowing the language they flow with.
Maintaining this voice as you grow establishes you within the heart of your audience.
5. Always go for quality
The easiest way to fail is to promote bad products or services. The more people test such products or services, the faster they get away from it. This is also how fast they would advise people against it.
That is not what your brand should stand for. Hence you wouldn’t want to drive your business down by offering low-quality products or services.
Your priority, however, should be to provide the best quality. Employ capable human resources who understands and believes in your values to work with you.
So, to build a brand that will have a mark in the market, you must invest in quality. You shouldn’t compromise it for whatever alternatives.
6. Find out what your competitors are doing
The point here is not to copy your competitors. If your business must succeed, you should NEVER copy your competitors.
You would want your brand to stand out, don’t you?
The goal is to tap into the areas they are lagging. To win the competition from their weakest points.
Find out such information like what inspired their brand name, their responsiveness online and offline, the user-experience of their different channels.
The quality of their products and services, customers’ reviews, and what makes them stand out.
This brand-building process is what you shouldn’t disregard. It will offer you lots of ideas to enable you to compete with even the “giant” brands.
7. Let all you do speak your brand
At any point in this process, you must never fail to acknowledge your brand identity on everything you do.
Both in written and visual communications, your brand must be visible. It is not silly of you to stamp your logo on your equipment, business cards, and even stationery.
Your social handles, website, and every other digital channel should bear the same identity, in voice and visuals.
It should be visible enough such that anyone who enters your office or workplace would recognize your identity.
The little things you might consider trivial are what actually build-up to become great impressions.
8. Be consistent
Consistency is a golden rule for any form of success. Therefore it does not differ in terms of establishing your business brand.
Of course, no one would want to be an associate of an ever-fluctuating brand. If you keep changing your brand, customers would get confused, then shy away
You must maintain your voice, visual identity, core values, and quality for as long as your business exists.
Nevertheless, you might sometimes want to change your brand to something more effective.
At such points, ensure you do not vary it so much, except you are ready to start building a new brand from scratch.
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