Make no mistake about it: a recognizable and loved brand is one of the most valuable assets a company owns.
According to a Nielson survey, 59% of consumers prefer to buy new products from brands familiar to them.
As a small business, you may be competing against big brands with devoted customers and unlimited marketing budgets. That’s why you have to find ways to differentiate–with a solid brand building process of your own.
How do you build a brand?
Look: Branding is much more than just a cool logo or a well-placed advertisement.
Let me provide you with a quick definition before diving into the nitty-gritty of brand building.
What is a brand?
Simply put, your brand is defined by a customer’s overall perception of your business.
A successful brand has to be consistent in communication and experience, across many applications:
- Environment (storefront or office)
- Print, signage, packaging
- Website & online advertising
- Content publishing
- Sales & customer service
The founder of Amazon, Jeff Bezos, says it even better: “Your brand is what other people say about you when you’re not in the room.”
Your brand is your reputation!
Now, brand building being simple? The truth is: branding doesn’t happen overnight…or even in a few months.
Building a brand is definitely a process. However, the ongoing effort will result in establishing long-term relationships with your customers.
This can lead to a steady increase in sales, more projects, word-of-mouth referrals, and advocacy for your products or services.
What is brand building?
The definition of brand building is to generate awareness about your business using marketing strategies and campaigns with the goal of creating a unique and lasting image in the marketplace.
In 2019, the amplification of your brand image can be done effectively through various digital marketing activities:
- User Experience (i.e. your website)
- SEO & Content Marketing
- Social Media Marketing
- Email Marketing
- Paid Advertising (PPC)
Together, these channels are fundamental to gaining brand awareness and growth. We’ll dive into each of these elements in detail, later!
I simplified the path for a brand building process below, to help your business or personal brand gain a more loyal following.
Are you wondering where to start?
Use these steps as a guide for how to build a brand!
How to Build a Brand
1. Determine your brand’s target audience.
The foundation for building your brand is to determine the target audience that you’ll be focusing on.
You can’t be everything to everyone, right?
When brand building, keep in mind who exactly you are trying to reach. You’ll tailor your mission and message to meet their exact needs.
The key is to get specific. Figure out detailed behaviors and lifestyle of your consumers.
I’ll explain with a few brief examples:
- Single moms who work from home
- Tech-savvy early adopters
- College students studying abroad
- Executive recruiting professionals