How do you build a successful brand? Here are a few ways you can build a brand that's memorable and will keep you top of mind.
A new business owner is frequently busy preparing the company’s launch. The facility has to be in tip top condition, the products must be irresistible, and the sales staff should be fully prepared to meet prospective customers.
One of the most important tasks is to market the business to the target population by building a compelling brand.
If you are not hiring a marketing firm to handle the company’s promotion, here are some things you can do to forge a public identity.
#1. Research the competition.
Look into the brands of your competitors. Find out what makes them popular and successful. Especially consider the older brands that have been around for several years.
Has their brand changed or been updated, or is it still the same as it was at the beginning? Research marketing strategies to learn what makes a brand work.
It wouldn’t hurt to also look at major product brands that have failed.
As you learn more about the branding efforts of others, you will have more information for developing your own business brand.
But do not duplicate other designs; make yours individualized and relevant to your company.
#2. Find your niche.
Be specific in helping the public to identify your brand. Simply calling your company “the best landscape business in town” is not very descriptive, nor does it set your business apart from the others.
If your company emphasizes speed, include that in your brand. But if quality is your trademark, be sure to emphasize that.
You will still need to drill down to find the exact spot where your company should sit in the business landscape, but it will be easier with a focal trait.
As you study the competition, decide how your business differs and why that should matter to the public.
#3. Target your market.
In establishing your niche, target the population sector who will be most interested in your product.
Although everyone might be willing to consider, you can probably think of certain people who will be more eager to buy it.
For example, a premium neck support pillow can be used by anyone.
But a support pillow that heats up with an implanted battery might appeal to older people more or those with spinal or neck problems.
Although you can target the general public in your marketing efforts, your brand can be shaped to attract people of a certain age or socio-economic background.
#4. Find out what your audience wants.
While branding your product for consumers, keep your main audience in mind. Research what this demographic is looking for and how much they are willing to pay for it.
Read publications that your target shoppers likely read. Adjust your product and your brand to meet their interests.
Take a survey at your company by offering a small swag gift like chocolates or a nice pen to those who complete the questionnaire.
Ask about their views of your product and how it could be made more effective for their needs.
You could also conduct brief phone surveys or email interviews for specific feedback on your business, your products, and your brand.
Thank participants in advance for their willingness to provide this helpful information.
#5. Tailor your message.
As you collect information from your customers, design your product in response.
Your brand can also take shape to attract their attention among the dozens of competitors who are trying to get the same customers to buy their wares.
If your target audience is seniors, and their primary shopping interest is personal comfort, develop your brand with that emphasis.
Any type of product or service they might want to buy can be make attractive on the basis of comfort or convenience.
Make that the focus of your brand and related marketing strategies with a slogan that links your product to their comfort.
#6. Add distinctive aspects.
Make your brand stand out by inserting unique aspects. It might be an unusual color combination using hues that are popular at that time.
(Yes, certain colors do show up more often in home furnishings and clothing among other things.)
Consider using a catchy slogan or a visually appealing logo that will be easily remembered when people decide to buy the products you are selling.
Think of famous products associated with a particular brand, and you can probably instantly visualize it in your mind. Design your brand with the same objective.
#7. Use a specific communication style.
Depending on the type of marketing media you choose, use verbal or written communication that will resonate with your prospective customers.
When targeting a teen population, you might want to use catchy phrases that are brief and witty. You can probably think of several that are still popular today.
Older people might pay more attention to a brand that is thoughtful or insightful. Write marketing copy or hire it done to take these attitudes into consideration.
Some customers prefer email ads while others respond to text messages. Find out what gets your target customers to respond and communicate with them in that mode.
#8. Select effective media.
Decide the amount of time you have available to market your brand along with your choice of advertising media. You could pay for Web ads or email bursts.
Or you might want to conduct personal interviews by phone, television, radio, or the Internet. Magazine or website interviews are another option.
Incorporate your brand into the way you present your company in public appearances or personal exchanges. Use media that will promote your brand clearly and objectively.
#9. Take advantage of social media.
Insert your brand image into the company’s social media accounts like Facebook and Instagram.
Design your pages to showcase your brand by using the same communication style and theme.
Anyone who lands on your webpage should immediately see what your company is about and the image it presents.
Each page should project your brand through its energy, tone, and design, making viewers want to stay and learn more. Use crisp colors and succinct headings to keep readers interested.
#10. Join the business community.
Get involved with your local business community. Join the chamber of commerce or other professional organizations.
Become a member of civic groups like the Rotary or Lions Club. Be willing to sit on company boards and network with experts to learn more about their companies while promoting your brand.
You can also participate in online groups with zoom calls and video broadcast events. Become a visible representative of your company at these and other public events.
Include your business brand as an invisible but recognizable symbol of who you are, and what you do.
#11. Make your website interactive.
Engage visitors to your business website by inserting interactive features. Ask for them to leave a comment or email you directly.
Post a fun quiz or an interesting news video clip. Everything that appears on your company web pages should be part of the overall brand you are working to establish.
Getting visitors to interact with the website will give them a more meaningful experience and encourage them to return as well as let others know.
You might sponsor a contest to name a forthcoming new product and award a prize gift card to the winner.
The website becomes a vehicle that enables viewers to connect with your brand and become familiar with it.
#12. Establish a local presence.
Become a known entity in your area. Participate in fundraisers. Sponsor a table at the county fair. Publish an editorial in the newspaper or a trade journal.
Donate to a family in need or speak at a community event. As townspeople get to know you as well as your brand, they will start to trust you and do business with your company.
Establish your brand as a community fixture. Dress the part to model the image affiliated with your company brand.
This might be a crisp business style or a casual techie image.
You could become a minor celebrity, and your brand could quickly become one of the most recognizable in the community.
#13. Publish a blog or vlog.
On your website or on YouTube, set up a blog or vlog to talk to your audience. Each post is an opportunity to keep them informed about your company as well as any industry news.
If your brand niche is comfort, make that the mainstay of your messages. Become a guest blogger for a friendly competitor, and invite that blogger to write a guest post for your blog.
Using your byline after each post that includes your logo and slogan, readers will quickly learn to identify you as someone they recognize as a business leader and a professional they can trust.
Your blog can discuss current business trends in the community or how the current economy impacts a company like yours.
Always orient your posts to consumer interest, so they can see you take their needs seriously.
#14. Create a brief description.
Your brand as well as company stationery can include a brief description or “logline” of what your company is about.
This will be one of the main ways that the public will become familiar with your business. Readers today prefer short, descriptive statements rather than long strings of words.
Craft a slogan or descriptor phrase that reveals your company objective to everyone.
The phrase can be used on company documents like invoices, packaging, and marketing materials as part of your business brand.
Some experts recommend using no more than five to seven words. However, some successful descriptions are longer.
#15. Coordinate promotional elements.
While developing your niche and a marketing campaign for your brand, align everything for simplicity and consistency.
Use the same print size, font style, and colors to coordinate everything harmoniously.
If your brand is based on the theme of comfort, subsidiary elements should suggest the corresponding idea of comfort through design or image.
A graphic designer can assist in orchestrating a systemic impact. Avoid changing directions too soon after launching your brand, which could confuse your customers.
#16. Seek objective input.
Work with a mentor to get an outside opinion about your brand. Recruit community members as an informal committee to help you establish the brand.
Consult marketing experts for feedback on your brand design and effectiveness. Never assume it is impacting the public as you hope.
Get feedback that can help to guide the process and suggest tweaks if needed.
So What’s Next?
Building a recognizable brand will allow you to stay top of mind in the marketplace. A huge part of having a brand is having a place online where people can learn more about your business. Start your online presence today for under $5 here.