Jeremy Kaplan
Building a brand is a very hard process that takes time and effort in order to succeed. Many businesses try to create the perfect brand awareness campaign in order to attract new customers and turn the existing ones into loyal customers. The brand-building process has many fazes to go through and it cannot be done overnight.
You have to use the right way to establish a great relationship with customers and gain their trust which is the most important thing if you want to build a brand. Most people think that brand building requires a lot of resources to begin with, which is not entirely true. You can still create a successful brand without a big up-front capital and in this article, we will take a look at some of the steps.
- Determining your brand’s target audience
This is the first step in every brand awareness campaign. You cannot attract the right customers if you don’t know who the right customers are. Obviously, it cannot be everyone, so you have to target only the people who have the biggest chance to buy the product or service you offer. Most companies are creating “audience persona” by figuring out key specific behaviors and lifestyles of your target customer. The deeper you go, the better the target audience will be.
- Establish your brand mission
Before you start building your brand, you have to know what you want to achieve. Establishing your goals is a very important step in the brand-building process. In other words, you have to create a clear expression of what your company represents and what your company is most passionate about. Specifically, you have to identify the reason why you are getting up every day.
You should also come up with a mission statement that reflects your brand. This will help people recognize your brand and create a belief in it.
- Research your competitors
Obviously, you have to know what you are dealing with. Determining other brands within your niche will help you understand what they offer and how to overcome this barrier. Just like the best teams in the basketball betting odds research their competitors rank among the NBA experts predictions before the match in order to get prepared. The goal is to be unique, so don’t try to copy any of the brand tactics from your competition just because it will hit you back like a boomerang and bring your brand to the ground.
Highlight key benefits that your brand offers
Focusing on your strengths is the right way to build your brand. You have to understand that people will get attached to a brand if they know the value that they are receiving. This means that you have to point out to your target audience why they should choose your business. For example, Mercedes-Benz focuses on performance and comfort which are their main strengths or Coca Cola focuses on bringing people together. Obviously, they are not going to advertise their brand as an unhealthy drink with lots of sugar.
- Create a brand identity
Once you have all of the things from above figured out, it is time to build your brand identity. This means that you have to create a graphic design that your brand will be recognized. Logo and a tagline are necessary for this step and the right way to do it is by using simple colors or shapes that are unique and yet easy to remember. The visual appearance of your brand will play a big role in your brand building campaign so try to use simple shapes and the right colors that will represent your brand.
Think of the type of signage you will use. Where will it be located, does it need to attract footfall, does it need to be illuminated?
If your logo is too busy or too intricate, it may not transfer well to a successful business signage.
Build a brand voice
Once you know your target audience, it is easy to establish your brand voice. This means that you have to figure out how you are going to communicate with your customers. Brand voice is very important in a brand awareness campaign, so you have to know whether you are going to create a friendly, professional, authoritative, technical or informative brand voice.
These are some of the steps that you must use in your brand building campaign. It is going to be a hard and long process so get prepared for the job, just because one of the most important things is to believe in your brand in order to succeed.
