How to build a brand is not something you cannot concern yourself with as a business owner, regardless of business size, type, or the stage of your product’s life cycle. A brand is not just a name or logo, but a narrative of who you are and what you stand for. It tells your customer the reason you exist. In this digital era with an unprecedented expansion in scopes for entrepreneurship, your brand needs to have a presence that your customers can resonate with. When it comes to, clothing lines, you’ll find that your customers are looking for a unique identity, which is how you position your boutique is crucial to its success. Whether you offer a physical product, service or an online product, building your brand plays a vital role in identifying and connecting with your target audience.
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Build a Brand: What do you need to think of?
Researching Your Target Audience
As you make progress on your quest on how to build a brand, beware that your brand should fixate a unique image in people’s minds. A brand image clarifies your communication approach so that the right people can connect with you in explicit and subliminal ways. Determining a particular brand image sets the tone for your brand and gives it a personality that will facilitate narrowing down who your ‘customers’ really are. If your brand intends to serve the youth, it should be positioned as dynamic, playful, outspoken and casual. Conversely, if it is for more mature customers, your brand personality has to be sober and reserved, yet progressive. If it has a wider base of the audience, it has to combine multiple sets of characteristics.
The brand personality
The brand personality is reflected by the choice of your business name, tagline or slogan, logo, font, color palette, etc. you would use to communicate with your customers. Determine your communication approach by segmenting your audience into various groups. It is usually based on the following factors:
- The age group your audience belongs to
- The places they live in
- The places they are likely to visit
- The sort of “interests” they have
Specifying your potential buyers will help you approach them easily. Once you have identified your target audience, optimize your messaging and brand communications based on findings of what appeals to them the most.
After narrowing down your potential customer pool, it’s time to concentrate on their buying habits. Consumers tend to make buying decisions based on factors such as quality, price, and preconceived notions. The absence of a unique brand identity takes away your control over preconceptions and leaves you to compete based on pricing. If you have any plans of expanding your business, this is not a wise approach – cheap does not outsell quality. But everyone claims to have the best quality, right? So how can you stand out to establish your credibility to outsmart your competitors in the market? Break the traditional clutter with a winning content strategy!
Read more: How to build a Sustainable Business Model
Developing a Content Strategy
Whoever your target audience is, they are on social media. Thus, the easiest and cheapest way to reach them is to harness the power of social media with appealing, crisp content that finds its way to them amidst the loads of ads and posts they are bombarded with every minute. Content marketing is all about creating good content that attracts, engages and benefits customers. To get started, to get creative juices flowing, brainstorming is your first step.
A brainstorming session will help you break down your strategy to a core level, based on which you can build great content. Once the content marketing strategy has been determined, the next step is to remain coherent with the strategy. Consistency is the key here. Even with a great social media page, you will never attract customers if your audience is confused about your values, positioning, and offers. You cannot expect results with the occasional random post. You need to be where your customers are: In terms of time, place and context.
Going Mobile & Prioritizing Platform
People, including your customers, are spending a huge chunk of their time on mobile, and the volume is only growing. There has never been a better time to ensure your content is optimized for and highly responsive to mobile devices. After a long day at work, a regular customer would rather lie on the couch and scroll through their cell phone to plan what food to order or what product to buy, rather than rush through a sea of people to find what they want. They’ll also browse to wind down with entertainment or casually browse through various curated sites on their social media feeds. So, whether your product is food, home appliance, software or video tutorials, your customers are going mobile. And your business has to go where your customers are.
Having identified your target audience, and established the necessary content strategy with optimization of your content for mobile, the next step is to determine which platforms are most relevant for your brand. Business owners often wonder about the ‘Return on Investment [ROI] on social media’. “Will my Facebook page drive sales?” “Should we be on Pinterest and Instagram?” It’s important to start with SMART objectives and then track results. While there are some key benchmarks to measure, their relevance varies from brand to brand. Keeping a tab on analytics is key to making content work for you. This tells you what works, and what doesn’t. Tools like Facebook Insights and Google Analytics covers basic metrics. However, you might want to learn to use various analytics tools to place ads the right way and track results to adjust for better results. Free online courses on HubSpot Academy, Facebook Blueprint and Google garage are great places to start learning how to build your brand.
In conclusion, make them part of your online promotion of user experience on social media through engagement and personalized interactions. Prioritize the platforms which are relevant for your brand and narrow down your potential customers to approach through segmentation-based content strategy. Learn the skills to simplify digital marketing for you and to deliver better ROI.
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