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How to Brand Your Business

What can I do to differentiate my brand from an endlessly long list of cutthroat competitors?

The short answer is branding.

Whether you’re actively managing your brand identity or not, it exists. And the chances of coming out as the ideal choice to your potential clients rests on how strong and reliable your brand is. Creating a logo and that catchy slogan isn’t enough, but just the beginning. To stand out, you need to go beyond these and include essential elements that define your business several years ahead.

In this post, we’ll cover:

  • Why it’s important to brand your business.
  • How to brand your business in seven steps.

Why is it important to brand your business?

Regardless of size, organizations of all kinds need to invest in branding to stay relevant. If you’re still wondering why you should brand your business, here are some benefits you stand to gain.

1. Distinguish your business from competitors

With the myriad of companies delivering similar services or products, standing out can be challenging. That’s where branding comes in. Your values, story, brand promise, and other assets provide avenues through which you can showcase your uniqueness. Leveraging on these to create a point of difference could set you apart from your competitors.

2. Become more recognizable

Another benefit of investing in a consistent branding effort is to make your brand more memorable. When customers can identify your company based on physical, visual, auditory elements, it breeds familiarity. This fosters trust, which 81% of customers rely on to make a buying decision. Brand recognition could also influence how customers recall and engage with your content, emails, or ads.

 

3. Build customer loyalty

Powerful brands often have a loyal customer base, but it does not happen by chance. It stems from delivering unique experiences and messaging their audiences can relate with to form a bond. With this emotional connection, you’ll have more customers who will support your business and share their positive experiences. This advantage could mean repeat business, less churn, and more referrals through word of mouth.

 

How to brand your business in 7 steps

So how do you go about developing a consistent personality and style behind your business? Let’s break it down into seven steps.

1. Identify your audience

The first step for branding your business is to understand who your potential customers are. There are a few steps to this process.

Analyze your current customer base

Existing customers are a goldmine of information as they know what is impressive or lacking in your brand. Discover their interests and needs.

  • What is their most pressing pain point?
  • Which businesses do they trust and buy from?
  • What would they love to see in your brand?

You can engage customers directly through calls and surveys or study them to find answers. Chances are, you’ll find common characteristics or patterns that’ll help you define your target audience.

Conduct market research

Market research can help you uncover industry trends, opportunities, customer preferences, buying habits, and conversations about your brand or others. Also, it’s an effective way to gather information on your competition. Note who their customers are, preferred channels, interests, etc. Relevant social media channels, review sites, industry forums, or Q&A sites like Reddit are great places to start your research.

 

3. Determine your mission and core values

Why does your business exist? Your mission answers this question. To write a powerful mission statement, describe the purpose of your business, who your customers are, the products or services you render, and how you do it. Summarize this in a few words to make it memorable. Here’s an example of a mission statement.

Core Systems designs and manufactures best-in-class industrial and military computing products based on our customer’s specifications. Our commitment to provide the best service throughout the design and engineering process is what sets us apart from the rest.”

Next up are your core values. They are principles that drive your goals, mission, and vision. These beliefs shape your company culture, which then influences stakeholders’ perceptions. Therefore, using generic words that do not define what your business stands for will only lead to a conflicting brand image. Instead, be specific, use your own words, and ensure the entire organization embodies these principles.

 

4. Define your brand personality

 

our business’s personality, just like that of an individual’s, is a combination of qualities that your organization exhibits. Ideally, these characteristics will attract people to your company and shape their perceptions. Therefore, a personality that resonates with your customers could help you build an emotional connection and stand out from competitors.

Consider the qualities you’d love to associate with your branding. Do you want to be seen as visionary, competent, or charismatic? Pick your traits and the voice you’ll communicate with. For example, if your business’s personality is rugged, your brand voice could be confident and strong.

5. Create brand assets

The next crucial step is crafting the elements that will distinguish your business. From colors, fonts, and packaging to slogans and your logo, each detail plays a pivotal role in defining your brand identity. Colors, for instance, can evoke powerful emotions and convey distinct meanings.

For instance, red ignites energy, yellow radiates optimism, and purple sparks creativity, as suggested by The Logo Company. Additionally, don’t overlook essential brand assets like your website, banners, vehicle car wraps, brochures, and business cards, each serving as vital touchpoints in showcasing your brand’s essence and message.

 

6. Integrate them across your channels

Now your branding elements are ready, distribute them across your channels. For example, you can include visual assets such as your logo, colors, and fonts in all your messaging. A lengthier version of your mission statement could serve as your story on the About Us page.

Although your core values will mostly remain within your website, you could also enlighten customers and potential employees on what you stand for through branded videos and posts. Keep in mind that branding is an ongoing process for as long as your company exists.

 

7. Be consistent

According to MarketingNutz, it takes up to 5-7 impressions before an individual can recall your business. From the website to social media channels and offline interactions with customers, branding must be consistent. Create brand guidelines to reinforce cohesiveness.

Is your brand voice youthful and casual on socials? Then there’s no need to be stiff on your blogs. Your customers should know what to expect or feel once they see your content, logos, or other brand assets. Consistency builds familiarity, trust, and loyalty. These feelings reflect successful branding.

 

Talk to one of our brand consultants for free for more information on your desired service!

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