Branding is much more than just a cool logo or fancy website. One of the key ways of attracting qualified customers to your business is communicating your message more precise. You need to clearly define your mission statement, what you stand for, your vision and target audience.
Your brand is defined by a customer’s overall perception of your business.
“Your brand is what other people say about you when you’re not in the room – Jeff Bezos, founder of Amazon.”
Jeff Bezos, founder of Amazon
Here are the 5 important steps you want to follow to build a foundation of the strong brand
Step 1: Define your target audience
First thing first, your brand exists for your customer. In essence to make their life better. Without fully understanding your target audience needs and requirements, you simply won’t have a sustainable business.
When building your brand it’s a must to keep in mind who exactly you are trying to reach. You’ll tailor your mission and message to meet their exact needs. Getting as specific as possible is the key.
- Small coffee shop owners
- Housewifes who work from home
- Local gym owners
- Real Estate brokers in california
Portray your target audience as clear as possible (create customer avatar / buyer persona) and build your brand identity that they can relate to.
To bring more details to your avatar, also find out their:
- Education Level
Defining the right target audience will support your overall branding journeys. You want the right people to see, click and engage with your ads, marketing efforts. That’s how you build your brand’s community of loyal people. But we will have it’s own article for that.
Step 2: Establish a brand mission statement
Define the values you want to incorporate with your audience base. Your vision and mission statement basically defines the purpose of your existence.
You need to articulate your company’s mission across channels so that it sets path of your communication. Everything from logo to your tagline, your communication should reflect your mission.
Answers to these questions should be on your company’s wall:
- Why did we start the business?
- What do we stand for?
- Who is our target audience?
10xBranding’s mission: “To help brands establish strong relationship with their audience, through power of content marketing”
Keep in mind, in order to craft your mission statement that really represents the values and beliefs of your company, you should have your target audience ready (see Step 1). With all their characteristics and attributes. It’s the essential process of building your brand.
Step 3: Determine your brand positioning
Once you have a clear understanding of your target audience and established a mission statement of your company, now you should determine the positioning of your brand. Why should potential clients within your target market choose your services over your competitors?
A positioning statement is typically 3-5 sentences that capture the essence of your brand. It needs to have an aspirational aspect that will keep you driven. Once you have a clear picture of the value your services, it’s time to craft the positioning statement
Few things to keep in mind:
- Keep it within 3-5 sentences
- Make it memorable
- It represents your mission statement as well
- It differentiates your business from your competitors
10xBranding positioning statement: “For business owners who need a guidelines to scale their revenue channels that will lead to building a stronger brand. We set ourselves apart from other digital marketing agencies with our branding obsessions, passion for scaling, and commitment to delivering high ROI.”
Step 4: Integrate your branding into every channel
Your brand should memorable, visible and consistent. The visual aspects (logo, fonts, color pallets, design), values (mission statement, taglines, slogan) and spirit (credentials, reputation, reviews) of your brand should be reflected in everything that your customer can see, hear and feel.
Living in a digital era, your website is the most important tool for marketing your brand. When you design your website: incorporate your voice, message, and personality into the content.
Email marketing, when sending out your daily, weekly or monthly newsletters, setting up pop up windows, widgets, stay consistent with the formatting, fonts, headlines and even timing.
Social media: Facebook, Instagram, Google Business Page, Youtube, Twitter, Yelp, LinkedIn, they all should carry the soul of your brand.
Create a branding guideline in your company (brochure) and distribute to your team, and make sure they follow the rules in it and integrate to various marketing channels.
Step 5: Stay consistent with your brand
Unless you decide to change your brand into something that is more effective based on measured consumer response, consistency is key.
Once you’ve chosen a brand voice, use it for every piece of content you create.
Document all the brand guidelines you create and distribute internally for reference.
What is brand building worth, if it is not consistent? Don’t constantly change your branding. The inconsistency will confuse your customers, and make long-term brand building more difficult.
You will gain a priceless trust from your customers by staying loyal to your brand.
Keep in mind your brand is your reputation. Building a strong, trustworthy, credible brand doesn’t happen overnight, not even over months.
It’s a combination of great customer service, fully understanding your market, proven results over the year and consistent growth in revenue that allows you to call your brand successful.
Now do the math, how long this will take you. You need to work hard for your brand, but once it’s established, it will work for you.
What other essential steps do you know to build a brand? Let’s discuss in the comments👇