Let's Build a Brand
1. Start by defining your brand.
Review the product or service your business offers, pinpoint the space in the market it occupies and research the needs and concerns of your customers and clients. Your brand should promote your business, connect with your customer base and differentiate you in the market.
2. When building your brand, think of it as a person.
All of us are individual's whose character is made up of beliefs, values, and purposes that define who we are and who we connect with. Our personality determines how we behave in different situations, how we dress and what we say. Of course, for people it's intuitive and it's rare that you even consider what your own character is, but when you're building a brand it's vital to have that understanding.
3. Consider what is driving your business.
What does it believe in, what is its purpose and who are its brand heroes? These things can help establish your emotive brand positioning and inform the identity and character for brand communications.
4. Aim to build long-term relationships with your customers.
Don’t dress up your offering and raise expectations that result in broken promises, create trust with honest branding — be clear who your company is and be true to the values that drive it every day. Build a relationship, don't shoot for a one and done client.
5. Speak to your customers with a consistent tone of voice.
It will help reinforce the business’ character and clarify its offering so customers are aware exactly what to expect from the product or service. It is very important to be YOU!
6. Don't repeat the same message in the same way over and over again.
Alternatively, aim to make your key messages work together to build a coherent identity.
7. Don’t try to mimic the look of chains or big brands.
Try and carve out your own distinctive identity. There is a big consumer trend towards independent establishments, and several chains are in fact trying to mimic an independent feel to capture some of that market.
8. Be innovative, bold and daring – stand for something you believe in.
Big brands are encumbered by large layers of bureaucracy, preventing them from being flexible Those layers of decision-makers can make it hard for them to be daring with their branding. Really truley stand for something.
9. Always consider your branding when communicating with customers.
Don't lose your pride or dilute your brand positioning with indiscriminate discounting. Try offering more, rather than slashing prices. Promotions are an opportunity to reinforce your brand mission.