Developing a brand around your business is essential to building a strong following and having industry presence. Many people may think of a brand as being as simple as a logo, but it is far more than that, your brand is everything that encapsulates who you are as a business.
Here are a few tips to keep in mind when developing your brand:
Identity and Purpose
This is considered to be one of the most important aspects of branding. A few questions to ask yourself in this stage of branding are:
- Who are you as a business?
- What problems exist in the market and what is your solution?
- Who is your target audience and why?
- What differentiates you from the herd?
Seek to answer these questions when you create your brand purpose. Understanding your target market’s core values is key here. Developing a mission statement is an important step for businesses.
This is the communicative style that you use to reach out to consumers. Once you have your purpose, it is time to vocalize that purpose to your audience using language they can understand and relate to. This also includes choosing the right mediums and forums to represent your brand.
If you are a family-oriented business, you should communicate in a way that speaks from a family perspective. If you sell hair grooming products and your target audience is men aged 18-35, be sure that you truly understand the culture of that group and can speak their language.
You have your purpose and you have your voice, now it is time to keep your word and be consistent with who you say you are as a brand. This means that when you develop product packaging, manage customer service, or write articles for your website, there should be a standardized format. This is so that consumers can recognize your brand and know what to expect time and time again.
Being consistent does not mean that your brand cannot also be flexible. Times change, and many businesses change and sometimes even reinvent themselves to reflect this. Consistency as a brand means that when you do make changes, you stand by them so that consumers know you are reliable. Constantly flip-flopping back and forth, so your audience does not know what to expect from your brand, is what you want to avoid.
A strong brand following involves providing a sense of community for your customers. One example of a successful brand community is My Starbucks Idea. Starbucks created this forum for customers to communicate with each other and share thoughts and suggestions. By giving consumers a sense of being a part of something bigger, rather than just a coffee-drinker, Starbucks has created a community of dedicated fans.
These days, a business is so much more than the product/service that they provide. It is all about the values and lifestyle that they represent. If a new and exciting brand strategy is something that you feel could benefit your business, contact Linda Fanaras, President/Strategist of Millennium Agency www.mill.agency.