If you want to run a recognizable and successful business, building a unique brand is essential. Your brand is what your customers know you by. It's also what sets you apart from your competition. Brands with a good reputation in the marketplace generate high returns and continually attract new customers.
While many think a logo is the most important part of a brand, we're here to say that there is a lot more than you think. Building a unique and successful brand takes time, planning, and a lot of research. However, we decided to extract the key steps and discuss them further in this article.
What is a brand?
While this question seems redundant, the definition of the term is important so that we know what we are dealing with. We all know your brand represents your company. However, did you know that your brand is also your customers' perception of your business? It's a combination of your marketing identity and your reputation in your niche or industry.
As Jeff Bezos says, "Your brand is what others say about you when you are not in the room." And we can no longer agree. A successful company has to be talked about. So let's learn how to build a brand in three steps.
3 things to include in your branding process:
Many owners believe that their brand is created and maintained solely by the company. However, public opinion plays a huge role in how the brand is perceived.
Therefore, it is important to find a balance between customer satisfaction and corporate identity. Below are a few different steps you should take to build a unique brand for your business.
1. Define the purpose of your brand:
First and foremost, you need to define the purpose of your brand. This is important because you will use this information later to create slogans, tags, and other marketing collateral. Here are some questions to help you define your brand's goals and purpose:
- Why does my company exist?
- What problem does it solve?
- What makes me different from my competitors?
- Why is my brand interesting for customers?
But why is that important? According to statistics over 50% of customers say they are attracted to a particular brand because of their purpose, mission, and goals.
In addition to the four questions above, you can also use Golden Circle Theory to help determine the purpose of your brand. This was developed by a leadership expert named Simon Sinek. He states that "people don't buy what you do, they buy why you do it". His Golden Circle raises three very important questions – what, why and how.
2. Check your competition:
This is an extremely important part of any branding process in your company. However, there is a fine line between checking out your competition and imitating your competition. We strongly recommend that you do not copy or impersonate anyone. Instead, notice what works for them and modify and improve it based on your narrative.
Remember, you want to stand out from the crowd and not fit in with the crowd. You can create a dedicated competitive research sheet to analyze their brands and marketing efforts. Some categories can include their brand mission, logo, graphic, product / service quality, marketing, etc.
3. Use social media to promote your brand:
Social media is probably the most effective marketing solution for any brand out there. What sets it apart from traditional advertising is that it is much easier to narrow down your target audience and control your reach. Indeed over 74% of customers have reported using the internet and social media to make purchasing decisions.
Here is a useful hack for you. If you want to reach a global market more efficiently, consider using a VPN solution to target specific local audiences. Many countries have different geographic restrictions that can prevent you from marketing your trend in these locations. You can easily avoid this by using a VPN and connecting to a local server.
If you need a quality VPN, then this is it NordVPN is a great choice for you. It also secures your internet connection and protects valuable information. In addition, if you tend to use public WiFi for work, using a VPN is extremely important. Protect your brand by implementing a good cybersecurity strategy.