Quick Tips for Building Your Business’s Brand
Social media makes it easier than ever before for consumers to spread the stories of their favourite brands across multiple platforms. But how do brands get their customers to notice them in the first place?
It’s all well and good to have a well-designed logo and website, but good branding is about how you tell a story and how well you can identify who your product or service is for, what they really, really look for, and why they should care about it.
Customers connect with brands on an emotional and personal level – many experts in the field of branding and marketing are adamant that customers don’t buy from brands, they buy from people. Thus, a brand that’s well-aligned to its target audience in terms of beliefs and values can ultimately attain total devotion in the form of brand advocacy and loyalty.
Successful branding is the story you tell your customers. Here are a few quick tips to get you started on telling your own story.
Identify your unique selling proposition
While you know who you are and what you offer, make it clear to your prospects how you differ from the competition. There are a number of ways you can work this out:
– Perform a Google search and compare your product or service to that of your competition. Write down any benefits that set you apart and that cannot easily be copied by anyone else.
– Look at your product or service from your customers’ perspective. What emotion is your product or service targeting?
– Ask yourself ‘What’s in it for me?’, as if you were a customer of your own business.
While it’s important to study your competition, you definitely shouldn’t copy anything they do, because then you wouldn’t be unique, would you? Instead of just looking at what they offer, you should look at how and why they do things, then consider how you can apply these motivations to your own branding decisions. Ask yourself what tone they use when talking to their customers. Is it appropriate given who their target market is? Does their choice of logo clearly communicate their brand position?
Identify your target market’s attributes
Ask yourself the who, what, where and why.
Who: Age, geographic location, socio-economic background, and who are they using now instead of you.
What: What need of theirs are you fulfilling?
Where: Where are you going to be targeting them? Online, in-store, or both?
Why: Why should they choose you over anyone else?
Develop your own voice
If you’re going to be exposing your brand on a frequent basis to your customers (which you should be doing!), then you need to develop a consistent tone of voice. This will help to build brand recognition. Don’t be afraid to inject some of your own personality into your business’s tone of voice because, as we said earlier, customers connect with brands on an emotional and human level.
Don’t spread yourself too thin
Don’t overpromise and under deliver. This is especially true if you’re just starting out. You risk ruining relationships with customers if you don’t keep your word and, as most of us know by now, unhappy customers are far more likely to share their displeasure on social media than happy ones. So keep your promises, but only work within your limits.