Are You Building a Brand?

So you have a product or service and you want to sell it. Competition is fierce and you will need to stand out in some way. You need to build a brand and connect with customers. Your business has a name and logo (which may be beautiful and eye catching), but a logo is not a brand. Branding goes deeper than a name and logo. Logos, tag lines and advertising campaigns are traditional marketing tactics that anyone can do. You brand will connect you to your customers.

Branding your product or service will set you apart from your customers. It’s the key to turning a maybe into a loyal customer. A brand is much more than what your product or service does or what you say it does.  Your brand identity is the total perception of you product or service in the marketplace, including the promise to your customers that your product or service will consistently meet their expectations every time they interact with you.

I know when you think of brand you think of Coke, Nike, Starbucks…the big dogs. Even a small local business can define their brand identity. Implementing a well thought out strategy is probably one of the most important business objectives any size company can have.

Marketing and advertising will improve your odds of succeeding, but branding your product or service will take it one step further.  A strong brands will create greater customer loyalty, provide you with focus in your marketing efforts, and act as your guide in making your decisions. So, how do you build a brand? First ask yourself these questions before do anything else.

  1. Who are my customers and what customers do I want?
  2. Who are my competitors and do they have a brand that works?
  3. What does my company do for customers?
  4. What is the benefit a consumer realizes when using my product or service?
  5. What kind of personality will my brand have?
  6. Will my brands personality give consumers a good feeling about my company?

When you sit down and really think about these questions, you will have the basic start to building your brand. Building a brand is a lot of work, but the the benefits of defining your brand identity will pay off in the long run. Having a brand strategy is so much more than just marketing and advertising. It’s the foundation of building a good business. If you do it right it is a powerful management tool and will help you develop stronger customer relationships, create effective, cost-efficient marketing campaigns that have direction and will help keep your organization flowing in the right direction. 

Just starting out…start with a strong brand strategy. Already in business, it is not too late to develop a brand and reinvent your company.

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