Once you have decided to start a business, it’s time to create a brand. For many, this means putting out a professional logo and website, but you should think beyond that. Creating a brand takes time, effort, and a great deal of thought. It is not enough to start a company if you want people to take notice. You need to establish a recognizable and memorable logo, a unique name, and a tagline that resonates with your target audience. Doing so helps build sales and can lead to a significant increase in sales over the long term.
Importance Of Creating A Brand
Branding matters. It’s not just about packaging, imagery, and website design; it’s also about the way you present yourself. It’s about the way you treat your clients and employees. It’s about the way you think and speak. It’s about the way you motivate yourself. It’s not something you do. It’s something you think about every second of every day. For some, that may be easy. For others, it may be more challenging. So what are the reasons you should create a brand in the first place?
- Your business will be more recognizable: Humans are visual creatures with short attention spans, so having something instantly recognizable will significantly benefit you.
- Advertise more effectively: You will find that your ad spend decreases the more well-known your business becomes. This is especially true when you have a brand that viewers can attach the advert to. In other words, someone looking at your ad will be more likely to turn away if it seems like an anonymous company.
- Your employees will love it: A solid brand will give your employee something to rally around and feel part of. It can help you boost morale and make it more straightforward for them to sell your products or services.
- Enhance trust: People instinctively trust something when they feel a connection to it. People will always choose the company with a successful brand, for example, if two companies are similar except that one does not have any branding.
- Develops loyal customers: Much like it affects your employees, branding on point will lead to a loyal customer base.
Now that you know why your brand matters, you should know some tips on how to build a successful one.
01. Find Out What Your Brand Stands For
Finding out what your brand stands for is known as the “Brand ethos.” It’s a way to help define your brand’s values and mission and make them clear to your target customer. These values will influence how and why your customers will choose to buy from you and how you communicate with them. Your brand is your business. It’s your product, service, company, message, idea, and company. It’s what you stand for and what your customers stand for. Your brand is more than just your logo; it’s the sum of your story. Your brand is the story of who you are and who you want to be.
Real-life example: Apple. They stand for high-quality and easy-to-use consumer electronics.
02. Identify The Target Audience For Your Brand
Target audiences are the people or consumers you are trying to attract and serve using your brand or business. In the case of a brand from a tech company, the target audience is tech-savvy consumers. They require high-tech solutions. Or it could be a makeup brand that wants to target professional women looking for high-quality cosmetics. Whatever you do, you need to know the target audience for your brand. The most common methods for finding your target market includes:
- Carry out market research.
- Identify and understand the purchase process.
- Be familiar with your current customer base.
- Market to multiple segments.
- Cast a narrow net rather than a broad one.
Real-life example: Mercedes. Their advertising is targeted exclusively at their target audience, which helps them grow their business.
03. Identify The Brand’s Vision And Mission
Every brand is different. Some have a clear and concise vision and mission for themselves. Others are a little more difficult to pin down, but that’s not necessarily a bad thing. However, their vision and mission extend far beyond that, to the point that they have changed how the world consumes information and makes purchasing decisions. Once you have discovered your company’s primary mission, you will need to develop your brand’s voice to spread that message directly to your target customers.
Real-life example: Adidas. Its mission is to provide athletes and fitness enthusiasts with the very best fitness apparel.
04. Explain What Makes Your Brand Unique And What It Offers
Sometimes when you’re trying to figure out what makes your business unique, it can be challenging to find an answer. Branding experts may say there’s nothing special about your company or that it’s just another business like any other. When you dig deeper, you’ll discover what people truly love about your company. Once you know this yourself, you will be better positioned to portray this message to your customers.
Real-life example: Nintendo. This gaming company develops exciting game consoles and has a raft of proprietary games to play on them. The continuing development of their intellectual property is what makes them unique.
05. Develop Brand Messaging And A Story
The story is what makes people buy their products and what gives the brand a unique voice. It’s also what makes the brand memorable and how the brand communicates with the people who buy its products. Some people from Idea Dolls suggest that your brand should be “verbal as much as it is visual.” Successful brands have a story that connects with their audience and helps define their place in the world.
Real-life example: Red Bull. Red Bull’s brand messaging is superior to any other company’s. Their message is perfectly tailored to their audience.
06. Design A Logo And Tagline For Your Brand
Launching a new product or business requires that you have a strong brand identity. Your logo and tagline are crucial tools that help express who you are and what you want the world to know about you.
Real-life example: Nike. Everyone knows their famous swooshing tick and “Just Do It” tagline.
07. Stay Consistent
Brand building is a tricky, multi-step process that many companies do not take into consideration. Creating a brand takes time, and if you don’t take into account all the steps, you can end up with a confusing, inconsistent, and ineffective brand that a customer may not recognize.
Real-life example: McDonald’s. It is known in almost every country globally, but its brand remains consistent despite varying cultural differences.
Branding can make or break your business. It is so important that large companies pay millions to branding specialists to create a brand that sufficiently portrays their values and reasons to exist as an entity. By following a few simple steps, anyone can create their brand.