As a heart and soul, body and mind, your brand is the core of your business. Its main purpose is to attract attention, however, there's so much more to the brand than that! Many may think that building a brand is a simple process. While it's not rocket science, brand building is a complex process that requires a strategy. So, how can you develop it?
1. Identify the target audience
Before you dive into the process of creating a brand, you first need to identify your target audience. Who will you sell your product or services to? Targeting a broad audience doesn't necessarily mean more revenue. In most cases, focusing on the specific niche and building your strategy around it can be more fruitful! What are the strategies for identifying a correct target audience?
If you already run a business, do you have customers? What do you know about them, their likes, dislikes, and online behavior? All of these can help you determine the buyer's persona. On top of that, you can also examine your competitors and see who their customers are. This is one of the best ways to go.
Photo by Eva Elijas
You don’t have to be a marketing specialist to build a brand. With these 6 simple steps, you’ll create a wonderful strategy that will skyrocket your business. Let’s see how it’s done!1. Identify the target audience
Before you dive into the process of creating a brand, you first need to identify your target audience. Who will you sell your product or services to? Targeting a broad audience doesn't necessarily mean more revenue. In most cases, focusing on the specific niche and building your strategy around it can be more fruitful! What are the strategies for identifying a correct target audience?
If you already run a business, do you have customers? What do you know about them, their likes, dislikes, and online behavior? All of these can help you determine the buyer's persona. On top of that, you can also examine your competitors and see who their customers are. This is one of the best ways to go.
Photo by Olya Kobruseva from Pexels
2. Build a visual identity
Building visual identity means choosing a look that will help your customers distinguish your business from others, and recognize it at first glance. Your visual identity isn't only the logo or the name you create, but the colors, fonts, and images you use to approach your audience!
The way you visually improve brand can impact sales. Colors matter and therefore they are one of the selling hacks for a business. Colors have a psychological impact on your customers. They induce different types of emotions, which increases or decreases sales. Same with the font and images. Ensure the font you use is clear and readable. Pick a powerful name and combine them into an unforgettable visual impact!
3. Create the story behind a brand
What is the purpose of your business? The motive behind creating a business may be money, but that isn’t enough for a successful one! The purpose and story behind your business is the way you make people's lives easier. However, defining the purpose is only the beginning of your brand-building process. You need to give your brand a voice!
Your brand speaks a unique story of how you developed it and why you decided on exactly that type of business. You need to learn how to speak to your target audience, touch their emotions and use a voice familiar to them. That is the best way to associate your brand with positive emotions which results in better outcomes.
Building visual identity means choosing a look that will help your customers distinguish your business from others, and recognize it at first glance. Your visual identity isn't only the logo or the name you create, but the colors, fonts, and images you use to approach your audience!
The way you visually improve brand can impact sales. Colors matter and therefore they are one of the selling hacks for a business. Colors have a psychological impact on your customers. They induce different types of emotions, which increases or decreases sales. Same with the font and images. Ensure the font you use is clear and readable. Pick a powerful name and combine them into an unforgettable visual impact!
3. Create the story behind a brand
What is the purpose of your business? The motive behind creating a business may be money, but that isn’t enough for a successful one! The purpose and story behind your business is the way you make people's lives easier. However, defining the purpose is only the beginning of your brand-building process. You need to give your brand a voice!
Your brand speaks a unique story of how you developed it and why you decided on exactly that type of business. You need to learn how to speak to your target audience, touch their emotions and use a voice familiar to them. That is the best way to associate your brand with positive emotions which results in better outcomes.
Photo by Pixabay
4. Encourage brand ambassadors
Besides creating a story and giving your brand a voice, you need to make people into your brand ambassadors! After all, the best promotion is through word-of-mouth. However, that is one of the most challenging aspects of building a brand. How do you make customers advocate for your brand? Treat them well and listen to their needs and comments!
Besides your customers, your employees are also perfect for brand ambassadors. Try to create the best possible work atmosphere with these internal communication examples to show appreciation for your workforce. By valuing your employees and encouraging their growth and positive work atmosphere, you’re creating happy and satisfied colleagues, who will willingly advocate for your brand.
5. Write a smart tagline
To improve your brand’s recognition and reach, consider writing a memorable tagline. While some people may confuse it with slogans, a tagline focuses on public relations and distinguishes you from your competitors. On the other hand, a slogan is focused on advertising, and getting your business out there. How can you write a smart tagline?
Coming up with tips that will help you write better taglines is difficult. Your tagline should be short. Additionally, it should outline the purpose of your brand. Coming up with a few taglines is always a better idea. Test them out on your employees and loyal customers, and see how they work!
Photo by Pixabay
6. Pick adequate marketing channels
The last part of your branding process is marketing channels. Rookies try to push their brand on numerous platforms thinking they will reach a wider audience that way. However, the trick is to focus only on one or two social media platforms your target audience uses- at least in the beginning! Once you've picked adequate platforms for your brand, you'll need to develop a social marketing strategy that will bring results.
To attract potential customers’ attention, you need to post engaging content, as well as engage with them online. Most businesses opt for paid online promotions that help them reach their desired audience and build their brand faster. However, you can try organic ways to boost social media engagement. The balance between the two is ideal for every brand!
Final thoughts
As you can see, your entire brand-building process depends on your target audience. While that's the key and foundation of your strategy, you need to think about each step of the process. So, follow these steps to create a successful brand that sells!
