Steps to Build Successful Brand
First of all what is a brand? In short, a brand is defined by a customer’s overall perception of your business. A successful brand has to be consistent in communication and experience, across many aspects like your storefront or office, your company’s print, signage, packaging; website & online advertising, content publishing, sales and customer service.
For a business owner, brand is not just a logo. Brand includes corporate advertising, client-focused strategy, company traditions, etc. It’s through these very aspects that your potential customers decide whether to buy from you or pay attention to your competitors who are known, for example, for a higher level of customer service and so on.
Before you start making any decisions about your brand, you need to understand the current market: who your potential customers and current competitors are. You’ll need to tailor your mission and message to meet your target audience exact needs. Be specific and figure out detailed behaviors and lifestyle of your potential buyers.
Defining your message and the media. A positioning statement is one or two lines that stake your claim in the market. This isn’t necessarily something you put on your website or business card—it’s just to help you answer the right questions about your brand. The next step is define the media and modalities through which you can communicate your personal brand. Then you determine the methods by which you can monetize your personal brand.
Defining the problem you can solve. The purpose of a personal brand is being able to answer one simple question with one word: What problem do you solve? People don’t really buy luxuries. They buy solutions to problems. To the extent that you can tap into a buyer’s emotions and responses to talking about their problem, the stronger you can position yourself to be the best solution.
Next, think about how you’ll visually represent your brand, namely your colors and typography. Colors don’t just define the look of your brand; they also convey the feeling you want to communicate and help you make it consistent across your entire brand. You’ll want to choose colors that differentiate you from direct competitors to avoid confusing consumers.
A company logo is a core of your brand. It would be a good idea to design a logo highlighting the niche you deal with. It’s all about the visual identity of your brand. You need to represent your brand as perfectly as possible. Your logo should be unique. In current trend, it’s very common to use a logo presented by certain symbol. You can also use an abstract logo has no explicit meaning. It’s just a shape and colors that you can’t easily tie back to anything in the real world. The benefit of an abstract logo is that it has no innate meaning—you can make this up yourself and bring it to life in your customers’ minds.
Build your marketing plan and conduct market research to decide on which medium you can use to highlight the advantages of your products and poach your customer base. Create an user friendly website so you have a chance to fight a piece of your target audience due to fierce competition online.
Savvy consumers frequently use social networks to make the decision to purchase from a brand—over 74% of them. Consider how your brand best educate, communicate and engage with customers and clients through social media is an essential part to create your brand awareness.
A solid brand building process can transform your business from a small player into a successful competitor. Integrate your brand into every aspect of customer experience: from your storefront to your website, to your personal interactions. You can tug customers in the right direction, make a great first impression, and manage your reputation, but you can’t control the individual perceptions that exists in each person’s mind. All you can do is put your best foot forward at every turn and try to resonate with your core audience. All the best!