When it comes to the steps of brand building it can often be overwhelming, whether you’re a startup or simply rebranding. That’s why we decided to give you 5 steps in the brand building process that you can begin doing right now. So what is this branding thing all about? What does it mean for your business? How do you develop a unique brand that will not only draw customers in but keep them?
What Exactly is a Brand Build?
In an article written by Deanna back in 2015, she describes the building of your brand as “not one thing. It is the TOTAL experience you provide, either to your clients or your employees. Everything someone sees, smells, hears, touches or tastes, as it relates to your business, is a part of your unique brand.”
A recognizable brand is worth its weight in revenue. You want customers to think of your brand first when a specific need comes up, or to associate your brand with a positive business trait, such as friendliness, speedy service, or honest quoting. Building your business’ brand is an essential phase in creating a strong business presence, great marketing, and a devoted customer base.
However, how do you go about building a successful brand like that? Read on for our top five steps in the brand building process so that you will be ready to develop your own business strategically.
The 5 Steps of Brand Building
1. Research The Target Market for Your Brand
You need to make sure you know who you are selling to before you can strategize further on what you are selling them and how. With that in mind, you need to:
- Identify your target market
- Find out what they need
- Brainstorm the best ways to meet their needs
Determining your market and finding out what makes them tick will help you understand what your short- and long-term goals should be. You want your ideal customer to feel appreciated and satisfied with the product or service that you’re providing them.
One helpful exercise for this step is to brainstorm “buyer personas” for your potential customers. What kind of person would be interested in your product? Your research should inform you of your target market’s geographical location, economic status, age, and gender.
2. Write a Mission Statement for Your Brand
This should address all of the following areas:
- Your brand’s personality and voice. Is it sassy? Clever? Sensible?
- Your brand’s business image and style. Is it professional? Informal? Thrifty? Top-of-the-line? What is your business aesthetic in advertising? What style of writing will stand out as belonging to your business?
- Your brand’s specific strengths. What is your brand better at than anyone else?
- Your brand’s unique place in the market. Why should customers choose you over others?
Answering these questions will allow you to set specific goals for your business to maintain consistency with your brand’s mission statement. Once you do this, you can make decisions based on whether an opportunity or idea matches your mission statement. This clarity will also help keep your business consistent, which will help you build a reputation as being reliable to customers.
3. Strategize Your Advertising
Promotion is essential to starting and maintaining a thriving business. Whether it’s online, in person, or on a billboard, you need strong advertising to remain consistent and thereby help your brand. Today’s digital age all but demands social media and a blog for your business.
Facebook, Twitter, and Instagram are the “Big Three” social media platforms that you should make a part of your brand building in order to maintain a presence online. A blog for your business is good, but not if you can’t update regularly. Consistent content online will keep you in the front of your existing customers’ minds and bring you to the attention of new customers. If you can afford other advertising, utilize the avenues that will be consistent with your brand’s mission statement.
4. Figure Out Your Pitch
This goes hand-in-hand with Step 3 but is geared more for fellow industry professionals and investors. Keeping your mission statement in mind, practice an “elevator pitch” for what your business is all about. This pitch will come in handy when you make contacts or develop relationships for your business. Along with a pitch, make sure you can quickly write or verbalize your brand’s strategy. You want to clearly and concisely interest them in getting involved or investing.
5. Network, Network, Network
Got your pitch ready? Good. This step is all about making friends and getting people interested in your brand. If your business has a blog, make a list of potential companies that might be interested in co-branding. Don’t look for companies precisely like yours; look for businesses that offer something that can complement but not replace your service or product. Reach out to them and see if they’re interested in linking to you (you can link to them in return) or teaming up on advertising.
Also- get away from the desk and computer and join your local networking groups. BNI is a popular one throughout the nation, and most towns have networking groups unique to them.
Following these five steps to brand building will provide positive results for your business. Besides that, however, it will make your work a lot easier: The more specifics you have nailed down for your brand, the less time you waste figuring out which direction to go or whether an idea is right for your business goals.
Most importantly, the better hold you have on your brand, the stronger it will appear to your customers, and the more they will remember it.
If you don’t have the time or resources to strengthen your brand yourself, consider hiring someone to help. Our team is equipped and ready to begin the steps of brand building for your company. Contact us today to set up an appointment.
