Your brand should be clear, consistent and customer-focused
To someone new to business, a brand might just seem like a name, logo, and colors. These are parts of it, but there's much more beneath the surface. The real strength of a brand lies in its tone, style, values, reputation, and image.
“Your brand is what other people say about you when you’re not in the room.” – Jeff Bezos, Amazon
What’s in a Brand?
Think about companies with fans who won’t use anything else. For example, some people only drink one brand of coffee or wear one brand of shoes. This loyalty starts with a product that people love.
Successful brands often start with a high-quality product and a memorable experience. Take ice cream, for example. High-quality ingredients make it delicious, creating happy memories and repeat customers.
Branding helps keep your customers coming back and encourages them to spread the word.
Why is Branding Important?
“Your brand is a promise to your customers. It tells them what level of quality, consistency, and experience to expect, and it builds trust, credibility, and goodwill.”
A strong brand promise helps you retain customers and makes them more likely to recommend you. It also helps new customers trust you and sets you apart from competitors.
A strong brand can:
Build a competitive advantage
Make your business appear more professional
Generate customer loyalty by creating emotional connections
Allow you to charge premium prices
Expand into new markets
“People do not buy goods and services. They buy relations, stories, and magic.” – Seth Godin, Marketing Expert
How to Create a Brand for Your Company
1. Identify Your Customers
Start by figuring out who your most important or ideal customers are. Create personas—imaginary characters that represent the types of customers you want. Profile them based on:
Gender
Age
Income level
Geographic location
Job title
Preferred social media spaces
Values
Shopping habits
The goal is to understand why this ideal customer buys from you. This helps you retain them and attract similar customers.
“If you don’t understand your customers’ desires, you’re not building a brand.” – Marty Neumeier, Brand Consultant
2. Identify Your Promise
Know what you’re good at—your value proposition. What makes you different, special, or better? Focus on a few claims you can prove.
For example, if you excel at customer service, consider how you can prove it:
Do you return all calls within 24 hours?
Do you offer service 7 days a week?
Do you have a high customer satisfaction rate?
Do you have a hassle-free return policy?
These can become part of your brand story. Find the attributes that set your business apart and build your brand around them.
“Your brand is a story unfolding across all customer touchpoints.” – Jonah Sachs, Author and Marketing Expert
3. Define Your Personality
Establish the tone, style, and imagery you will use to communicate your brand. Your brand should be authentic to your personal style and reflect your aspirations at the company level.
“For most small businesses, the leader has a big influence on how the company runs. If you try to make your company something you’re not, it won’t seem authentic.”
Once you’ve defined your corporate personality, invest in the assets that will help you maintain it. For example, if innovation is a key part of your brand, your website and social media should reflect that with modern imagery and up-to-date content.
What Makes a Brand Successful?
People don’t buy products based on features alone; they are looking for a solution to a problem or a need. Your job is to show them how your product or service will meet—and exceed—their expectations.
The goal is to create consistent messages that reinforce your brand identity and manage the customer journey, both online and offline.
The Three Cs of Branding
Once you’ve branded your company, protect the brand by ensuring you deliver on what it promises. Keep the three Cs of branding in mind:
Clarity: Your brand should have a clear, distinct message that sets it apart from competitors.
Consistency: Maintain a consistent visual identity and messaging style across all channels.
Customer Focus: Always keep the customer at the center of your branding efforts, focusing on their needs and preferences.
Getting an Outside Opinion
Finally, branding is one of those areas where a small business is well advised to seek outside help. An outside perspective can be very valuable.
“It’s like having a trusted friend look over your resumé. A fresh set of eyes is always a good idea.”
A marketing agency or consultant can help with all aspects of branding. If you prefer to do it yourself, consider splitting the work with a third party. They can handle tasks like designing a logo and writing a tagline, while you focus on understanding your customers and defining your values.
Ultimately, your brand is at the core of your business and what makes it unique. The right branding ensures that customers hear the story you’re trying to tell.
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