Over the next few months, I’ll be sharing information that will help you create and build a brand for your company — below is a snapshot of what’s forthcoming.
Branding requires working through a few things like:
- Conceptualizing a brand identity/personality
Look at companies like Amazon or Lego, you can see that they have a personality that is entirely their own. The language and images they use in advertising and otherwise stick that personality and present a unified brand image.
- Selecting a brand name that’s memorable
You want your brand name to be synonymous with what your company offers. Think of Kleenex for tissues – Kleenex isn’t the only tissue brand but the name is memorable and resonates with the audience.
- Creating a recognizable brand logo
A good logo should be able to stand alone without the brand name. Customers should see your logo and immediately know that they are looking at your company.
- Establishing relationships with current and future (potential) customers
Get to know your customers and what they’re looking for from your product or service – how can you provide the best customer service for them?
- Build brand loyalty
Staying relevant and memorable by understanding the needs and wants of the customer in a manner that provokes loyalty will establish a brand following that will build organically on itself over time.
Large or small, retail or B2B, branding is a necessity for any business. Creating an effective brand identity and marketing strategy will provide your business a competitive edge in the crowded marketplace.
So, what is a brand, what does branding mean, and how will it ultimately affect your business? In a nutshell, a brand is a pledge, or a commitment to the customer — it’s telling of what they should expect from the products and services you offer, and most importantly it must differentiate you from the competition.
Stay tuned for next time, I’ll be touching on defining/understanding your brand, developing brand strategy and equity.