What comes to mind when you think of a company's brand?
Is it a logo? Or maybe a slogan?
It's easy to think that branding is synonymous with these advertising components, but it's only a fraction of what actually encompasses a brand. The companies who are most successful do have highly recognizable logos, but they also excel in brand development.
So, if a brand isn't just a logo, then what is it? A brand is a company's values, communication, and overall essence. A brand is essentially a means for your customers to recognize your company so they can successfully interact with it.
The best brands inspire people. They make them feel a certain way and strive to create what the brand stands for in their own lives.
Take Nike, for example. Nike doesn't talk about the specifics of their products. Instead, they create a brand that inspires people to reach their highest potential.
Their brand encourages people to push themselves not only physically, but also mentally. It just so happens that you can wear a pair of Nike shoes or clothing while you're reaching your goals.
Ready to create your brand development strategy? Read on to find out how.
Brand Development: More Than Just a Logo
Your brand has a personality. It should have a message to offer customers and it should know how to speak and relate to your customers. Your company should also figure out where your brand will shine the most and to whom.
There are many steps involved in brand development, and it takes time a patience to create a successful brand. But, with commit, knowledge, and determination you can make your company and brand a great success.
Explore the following strategies to employ to develop your brand.
1. Know Your “Why”
Every business owner has a “why.” Your “why” explains why you're in business and why you're passionate about what you do. It's what gets you out of bed every morning and prepared to take on a new day.
It's what pushes you to take risks and grow your business. Your “why” should inspire you and will allow your business to go through the normal ups and downs. Your “why” could also be the key to brilliant brand development.
2. Understand Your Mission
Why is your business in existence? How are you trying to better or change the world?
Understanding your mission is all about understanding how you're contributing to society. Strong brands offer more than just a product. They offer their customers a solution.
Examine your mission and then determine what your business's goals are. Write these goals down to gain more understanding of what your company stands for.
3. Find Your Target Audience
Your target audience consists of the people willing, able, and excited to be associated with your brand. They will be your greatest supporters and advocates. They will also be your paying customers.
To find your target audience, think about your products and services. You should also take into account your mission and goals and determine who would gain the most from your company's products and services.
4. Research Your Audience
Every great marketer researches their target audience. To do so, you'll need to figure out how old they are, where they live, where they work, and their economic status. You'll also want to determine what their pain points are and how to provide them with solutions.
Take this research a step further by figuring your target audience's goals and dreams.
5. Develop Your Voice
Every brand has a voice and tone they use in all of their creative materials. A brand's voice is also used in their communication with customers.
Your voice should reflect your mission, the nature of your business, and your target audience's demographics. It can be amusing, serious, or motivational in nature. Your voice could also be highly professional or conversational.
The next step in brand development is to get creative. This is the step where you will create a logo, a slogan, and marketing materials.
Don't underestimate the power of colour, spacing, and even font in these steps. All of these factors affect and influence an audience in different ways. So, it's important to conduct additional research to determine what kind of impact you want your creative materials to have.
7. Develop a Marketing Strategy
In the Digital Age, there are many channels available for marketing. There are also traditional marketing mediums available such as radio and print ads. Create a marketing strategy that makes sense for your business and that's also innovative.
Take into account your target audience and where they frequent. Be open to advertising on social media, pay-per-click ads, or by starting a blog on your website.
When employing your marketing strategy, make sure to remain consistent.
For example, if you're using social media to market then post on a regular basis. A great marketing strategy also seeks to provide value to their customers. The product and brand aren't just about the company, but it's also about improving the lives of the customer.
So when you post content, make sure that it's also valuable, educational and/or inspiring to your target audience.
8. Feedback and Reviews
Feedback and online reviews are an excellent tool to use to gauge how well your brand is performing. Be open to interviewing customers and getting honest feedback about your brand.
Use all feedback and online reviews to address your customers' concerns, to communicate with your customers, and to improve your brand development.
Brand Development: Getting the Help You Need
Brand development and recognition don't happen overnight. It takes time, patience, an dedication for a company to become popular and successful. The companies who do become overnight sensations are the exception, not the rule.
But, if you're ever feeling stuck in brand development then seek out help and guidance. There are many third-party marketing agencies willing and able to help you reach your brand development goals. They can also analyze your current branding to determine where you can improve.
Want to discover what your customers are currently saying about your business? Get started today and begin acquiring, monitoring, and amplifying customer reviews.