13/09/2017
STEPS FOR A SUCCESSFUL BRAND BUILDING PROCESS BY SONIA GREGORY
A recognizable and respected brand is one of the most valuable assets an organization owns. Brand building is a process. However, the ongoing effort will result in establishing long-term relationships with your customers.
Below are steps on how to build a successful brand:
Step 1: Determine your brand’s target audience: The foundation for building your brand, is to determine the targeted audience that you’ll be focusing on. When brand building, keep in mind who exactly you are trying to reach. You will tailor your mission and message to meet their specific needs.
Step 2: Define a branding Mission Statement: Before you can build a brand that your target audience trusts, you need to know what value your business provides. The mission statement basically defines a purpose for existing. It will inform every other aspect of your brand building.
Step 3: Research brands within your industry niche: You should never imitate exactly what the big brands are doing in your industry. But, you should be aware of what they do well (or where they fail). Research your main competitors or benchmarks. Study how they have effectively, and ineffectively built their brand.
Step 4: Outline the key qualities and benefits your brand offers: There will always be brands with bigger budgets and more resources to command their industry. Your products, services, and benefits belong solely to you. You have to delve down deep and figure out what you offer, that no one else is offering.
Step 5: Create a great brand logo and Tagline: The most basic of brand building, is the creation of your company logo and tagline. This graphic will appear on everything that relates to your small business. It will become your calling card, and the visual recognition of your promise. Be willing to invest the time and money to create something exceptional.
Step 6: Form your brand’s business voice: Your voice is dependent on your company mission, audience, and industry. It’s how you communicate with your customers, and how they respond to you.
Step 7: Build a brand message and elevator pitch: When brand building, tell customers succinctly who you are. Use the business voice you have chosen. Your message should be intricately associated with your brand, and conveyed in one to two sentences.
What this means, is that the language you use should be understood immediately while striking an emotional chord.
Step 8: Let your brand personality shine: Customers aren’t looking for another cookie-cutter company who offers the same thing as everyone else. They are looking for an experience tailored to their needs, backed by genuine personal interaction.
Step 9: Integrate your brand into every aspect of your business: Your brand should be visible and reflected in everything that your customer sees (and doesn’t see).
If a client walks into your office, your brand should be on display both in the environment and with personal interactions. Anything tangible from business cards, to advertisements etc. When you design your website: incorporate your voice, message, and personality into content.
Step 10: Stay true to your brand: Unless you decide to change your brand into something that is more effective based on measured consumer response, consistency is key. Don’t constantly change your branding. The inconsistency will confuse your customers, and make long-term brand building more difficult.
Step 11: Be your brand’s biggest advocate: Once you have built a brand that works for your small business, you (and your employees) are the best advocates to market your brand. When hiring employees, ensure that they are a culture fit–aligning with the mission, vision, and values of your brand.
Encourage employees to establish a personal brand that aligns with your company’s, further strengthening reach.
Give your loyal customers a voice. Encourage them to post reviews, or share your content.