A marketing strategy can have several different objectives. The dominant one tends to be lead generation. This is usually to the detriment of brand building. Brand building and brand awareness are often left to one side as they are not considered ways of generating business. But nothing could be further from the truth.
I am often asked how a company can stand out. This is especially say for a financial broker or estate agent, where there may be a number of competitors selling more or less the same offering, in the same geographic area. A strong brand will allow you to stand out from your competitors as well as fostering loyalty and trust with your customers. While you may not immediately “make a sale” from your investment in your brand, the longer-term rewards make it very worthwhile.
So how do you build a strong brand? Here’s 5 ways to get started.
Know who you are
In a nutshell, be clear about what you are offering your customers then deliver as promised. Focus on what you are good at and don’t be tempted to jump on trends. Start by identifying your core values, mission, and vision and then stay true to them. What sets your brand apart from competitors? What emotions or associations do you want your brand to evoke in consumers? Knowing who you are is the foundation for all brand building that will follow.
Understand your audience
Understanding your target audience is key to building a brand that resonates with them. Conduct market research to gain insights into your audience’s demographics, preferences, and behaviour. What is it that they need and how is your product or service going to answer that need. When creating your brand messaging and visuals ensure they appeal to and are relevant to your target audience.
Define your identity
A brand is so much more than just a logo. That is just one element of the brand identity. The visual elements also include the colour palette, typography, and imagery. Ensure these elements are then used consistently across all visual touchpoints. You also need to consider the tone of voice for your brand. Is is formal, casual, informative? Whether it’s a phone call, email, brochure, website or social media post, your brand voice should be consistent and authentic.
Deliver what you promise
Building a strong brand isn’t just about the visuals and messages. It is about the customer and the experience they have with the brand. Every interaction a customer has with your brand should be professional, consistent and positive. The entire customer journey with your brand should be memorable in terms of customer satisfaction. This will ensure that they tell others about you too.
I’ve said it before but I can’t emphasis enough how consistency is key. By knowing who you are and staying true to that you will build trust and credibility with your target market. This consistency will solidify your brand reputation and foster loyalty with customers. Building a strong brand can take time and dedication but your business will reap the rewards. Just get in touch with us at Shortbytes Marketing Solutions if you need help in build your brand.