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20.01.2023Branding or how to build a successful brand
The strength of your brand plays a crucial role in the path to your success. The way your brand looks is the way your customers will perceive you. As people have said, the first impression is the most important!
Branding is the main idea or image of your company that is associated with your product and can define it in the eyes of your customers. Your name, design, logo, and any other characteristics that are unique to your company's personality are part of your brand. They will appear on and around your product, distinguishing it from other similar products on the market.
Branding is the process of creating a distinct identity for a business in the minds of your target audience and consumers. At the most basic level, branding consists of a company logo, visual design, and mission statement. But the brand is also defined by the quality of your products, customer service and the evaluation they give you.
Yet even if you never invest in brand strategy, you will still have a brand. If you are a company with poor customer service, for example, this will ultimately affect how your customers perceive you. You can be known as a company that doesn't care about its customers just as easily as you can establish yourself as a brand that exceeds the expectations of its customers every day.
After all, what your customers think and say about your brand is reality (not what you want them to think). This is the impression that comes to their mind when they hear the name of your business. It's based on the feeling they have, which is based on their experience with you, good or bad.
That's why your branding strategy and brand management plan are so important.
Building a strong brand takes time, but it's worth the effort.
Your brand includes not only how your customers perceive you, but also how your employees think of you.
Benefits of building a strong brand
- Increased sales.
- Customer loyalty and recognition.
- Creating a clear and inspiring mission or purpose for the entire company.
- Creating a strong company culture where your employees love what they do.
- Attracting high-quality talent to help grow your business even further.
- Developing brand equity that helps you stand out from the competition.
Branding Guidelines and Branding Process
In addition to your logo and corporate colors, you can communicate your brand message and brand identity through:
- Have a vision: What do you want your customers to be known for?
- How your team treats customers: Are you known for amazing customer service and a great customer experience?
- The products you carry: Are your products known to be of high quality?
- The price: what is the target group to which your products and services are aimed. Are you investing in high-budget projects with a narrower target group or aiming for the mass consumer?
- Product Packaging: Often overlooked, strategic product packaging can have a significant impact on your brand recognition and value.
- Public Relations: Public relations and branding strategy often go hand in hand. How you respond to the challenges and mistakes made in growing a business affects your brand.
- Sponsorships: Who your brand partners with also plays a big role in your brand image.
- Advertising: Effective advertising is critical to enhancing and recognizing your brand.
Virtually every decision you make in your business will ultimately affect the strength of your brand.
Building a successful brand image has many benefits that can help your company grow and succeed at scale.
Virtually no business starts out hoping to create an unreliable or "bad" brand. Many entrepreneurs start businesses with a grand vision of delivering great products at great value and creating loyal customers for life.
The purpose of branding is simply and easily to help your customers understand what you offer and that they can trust your brand. In the case of branding, what you do is far more important than what you say. If your company's mission statement focuses on your world-class quality service, but you don't actually provide great customer service, it will reflect negatively on your company.
By building a website that describes what you offer, designing ads that promote your goods and services, choosing specific corporate colors that will be associated with your company, creating a logo and featuring it on all your social media accounts, you brand your company. That is, you shape how and what people perceive your business to be.
Branding is the key to a successful product. You may think of your product as your brand, but from a marketing perspective, these are two different things. Your product is what you're selling, whether it's a physical item or a service. There are probably other similar, if not identical, products on the market. But your brand must be unique.
If your business doesn't yet have a consistent brand, or you don't like what your brand currently represents, you may benefit from a "rebrand."
When rebranding, avoid the temptation to "start from scratch" unless absolutely necessary.
Here are some steps you should take to change the customer perspective:
- Determine what your customers and target audience like best about your business. What makes yours stand out? What are your strengths?
- Create a brand message and brand promise that conveys what your business aims to do for its customers – what you do best.
- If you promise innovation, don't use gray and boring images. Colors and design play a crucial role in developing a strong brand image.
- Make sure your employees understand what your brand is and follow your corporate mission.
- Implement the distinctive elements of your brand in every marketing tool you use - all types of advertising as well as marketing materials. This helps both existing customers and new customers get the brand message.
