Developing a brand that is both cherished and easily recognizable is a major resource for any organization. Doing so requires more than just creating a logo or other visual components; it requires knowing and understanding your target audience enough to stand out amongst a competitive market. Because small businesses are in constant competition with a variety of well-known brands that already have a loyal clientele and an extensive marketing budget, they must learn how to effectively build their brand.
How to Build Your Brand:
1. Discover your brand’s purpose and mission statement.
Like most successful brands, your brand should have a meaningful purpose behind it. When attempting to define your brand’s purpose, it is helpful to ask yourself the following:
- Why does your brand exist?
- What differentiates your brand?
- What problem does your brand solve?
- Why should consumers care?
Determining the answers to these questions will help to construct the foundation of your branding whether that be by utilizing a slogan, value proposition, messaging, stories, etc. Establishing this foundation should help to create an impactful mission statement that reflects your brand’s purpose and value.
2. Know the competitors within your industry
While it is of utmost importance for a business to learn of its competitors, using this newfound information to emulate these top brands is not the way to go. The ultimate goal should be to make your brand stand out enough to turn visitors into consumers.
Creating a brand competitor spreadsheet is one effective method to organize your research. Use the answers to the following questions to create your spreadsheet for each competitor:
- Is your competitor consistent with the use of messaging and visual identity throughout their channels?
- What is the quality of their products or services?
- Do they have customer reviews or social media mentions?
- How do they market their business?
3. Who is your target audience?
When building your brand, it is crucial to understand who you are trying to reach so you can modify your mission statement to reflect their needs. One way to determine your target audience is by narrowing your focus. Establish a specific picture of your target audience (age, gender, location, income, etc.), take that information, and learn how to develop a brand identity that your ideal customer can relate to.
4. Create a brand logo and tagline.
Logos are typically what first come to mind when thinking about most top brands, so developing a logo that will accurately represent your brand may require some extra creative assistance.
If your business requires branding assistance, hiring a logo design professional or digital marketing agency are both great options. Trusting an expert will ensure that you receive a unique logo design that is bound to help make your brand stand out!
5. Build relationships with your audience and maintain consistency.
Connect with your target audience in a way that resonates with them; utilize social media to your advantage and maintain a consistent online presence. Establishing an online community of followers will help your brand gain recognition across a multitude of channels.
Make your brand known by integrating your brand into every aspect of your business; present tangible, visual components in an office environment to display your brand’s logo. When marketing via social media, ensure that your brand looks the same on all channels to maintain consistency and increase brand recognition.