Branding is an essential part of business. Whether you are in the product or service industry, branding is just as important in a small business just as it is important in a big business. Before discussing strategies to build your brand, we must first know what it takes to build your brand. What really is Brand Building? The popular connotation of brand building is making your product or service and brand known to as many people as you can and making it stick to their heads. However, brand building is more than just that. Making your product or service and brand known to people is just part of your process in building your brand. Brand Building is all about creating value to your customers and clients – what does your product or service do that adds value to your clients’ way of life or their usual routine? It is about identifying a brand and letting people know exactly what your brand is all about, not just because you told them what it is all about, but because it is what they see in your brand.
In branding, you are defining what your business is. In brand building, you are adding value to your brand and what it means to the customers and clients. It is all about what you know about your brand and what external audiences know about it and creating a line in between. When you build your brand, you tackle areas such as customer or client’s emotions and how they see your business as a whole. One way of knowing that you have built your brand effectively is when people can relate their actions to your brand or business.
Here are 3 Effective Strategies in Building Your Brand:
1) Define your brand and differentiate it.
It takes more than knowing what your brand is all about in the process of defining it. You need to know your business goals, vision and core values. List all of these things and make sure to incorporate these in your brand. Also, consider the core strengths and values of your business. Differentiate these strengths and position your brand in a way that would make it stand out from the rest of the businesses in the same industry. What strength does your business posses that makes it different and stand out from the rest? Lastly, define your core values and make sure that these values include social and environmental responsibility. It may seem unimportant in the process of defining and differentiating, however, considering social and environmental responsibility means you also care for the effects of your business to the general public, especially to your customers.
2) Personalize your brand and communicate.
Give your brand an identity. After defining your brand and positioning it in the market, you have to be able to give your brand a persona. Focus on your customers and let them experience the persona of your brand. Communicate to them your brand identity and make them feel part of it. Make it a point to let your customers identify with the brand. In order to do this, create an open line of communication with your customers and prospective customers. Let them feel that their voice is important and their feedback is taken seriously. This way, you are creating your brand a personality which is able to interact with customers and clients. In doing this, you are encouraging prospective customers and clients to patronize your brand, and you are building a strong relationship with your existing customers and clients.
3) Review your brand.
You may have the best strategies in building your brand, but part of these strategies is to constantly review and evaluate the brand. Evaluate the reaction of your market and the review the feedback of your customers. Remember, building your brand is not a one-time thing. It is a continuous process which requires you to constantly improve and learn about the market and what it needs from your business. When you review your brand, it allows you to move in the right direction – especially on how you define it, present it to the market, and differentiate it from the rest.