A strong brand is the cornerstone of your business. All sectors of the marketplace, especially in consumer-facing industries, are experiencing increased competition, and branding is essential for engaging your target market and standing out from the crowd.
A brand should instantly establish what goods or services you sell, who your market is, and what problems you can solve. This identity will be what customers and prospective leads use to perceive your business. Follow these strategies to build a strong brand for long-term growth and profitability.
Know Your Purpose
The first step is evaluating your current business and the changes you might make over the next few years. Determine what you want your business to achieve. This should be more than just wanting to sell the products or services you wish to provide; consider the unique value you bring in the niche you operate in.
The purpose ties closely to your values and why your customers will choose you over your competitors. You can also create a mission statement to dive deeper into the purpose of your business. Ultimately, this will set the foundation for your brand.
Decide Who Your Target Audience Is
Identify the customers you both want to outreach to and who have already found your company and are customers. Research these groups and develop a buyer persona that details your ideal customer's demographic details, needs, and preferences. Then use that buyer persona to determine what sort of brand that shopper would consider their perfect vendor or company to have.
By focusing your brand development on what your target market is likely to want to see and engage with, you can better align your marketing and brand identity to fill their needs and become their preferred business.
Place Company Values at the Core of Your Brand
We briefly mentioned values in the first strategy, but focusing on your company values more precisely can help you refine and build your brand. Whether you value transparency, environmental protection, or another value that's important in either what you sell or how you sell it, make it a clear component of your brand.
Many shoppers may value the same principles, which will draw them toward you. Making these principles part of your brand also makes your business's unique identity more distinct as shoppers try to pick from a crowd of seemingly similar companies.
Make your values specific and actionable. If they're too vague or customers can't easily understand what you value, it won't help build your brand.
Develop a Personality for Your Brand
A brand personality is the voice or style your company advertises, speaks in a public forum, and displays on your website, which helps you market and create valuable, recognizable content. You can choose a professional tone that's friendly and courteous, a fun tone that's humorous or quick-witted, or anything in between. Establish the personality that your target market would like to interact with and a style that they most prefer to engage with.
Build a Brand Identity
Finally, use all of those different elements to create your brand's identity through marketing assets. These are recognizable bits of media that your target market should instantly be able to recognize, such as:
- Logos: Your logo should be simple enough to be recognizable as a small icon but unique enough to convey your niche, values, and overall brand.
- Advertising jingles: Audio elements are instantly recognizable once your audiences have been exposed to the sound. By opening your television and radio ads, YouTube ads, videos, and podcasts with the same jingle, you form a tighter connection to your target market.
- Slogans or taglines: These should be recognizable. Even if they aren't identical or you use different taglines for different products and promotions, they should be "on brand" enough for audiences to recognize your voice.
- Fonts and color palettes: A lot of research goes into the psychology of color. We recommend identifying colors that work best within your niche and convey a purposeful message to your audience.
By creating these marketing assets and using them consistently, you can create a brand identity that both customers and prospective leads will instantly recognize in different traditional and online marketing spaces.
Meredith Arizona Is Here to Help You Build Your Brand
Creating a discernible brand identity makes your business stronger. Your customers will align more with your brand, and you'll see more return customers. Whether you have a completely new business or think it's time to rebrand, using these strategies will move your business towards success.