Big or small business, a multinational or a one man band, retail or B2B branding is one of the most important aspects in today’s marketplace and your business can live or die on it. So putting together an effective brand strategy is going to make sure your business lasts longer than the sandwich you bought for lunch, but never had time to eat.
Where to start?
Firstly Know Your Audience. What are the concerns, needs, preferences, and lifestyle of your target audience? You need to do some research on this area and then, find your niche and focus on it – don’t try to please all of the people all of the time. Do your homework, pay attention to what your research is telling you. Get to know your target market inside and out, by understanding the buying trends and opportunities in your product’s category.
Time to define it. Ok, that’s the audience sorted, now then, time to ask yourself “why does the world need my product/service?” what about “why you created the product/service in the first place?” If you have passion about your product (and I hope you do) then this really should be a breeze to answer. This is all out defining your story, behind every great brand is a great story and telling it is your job now. Your company’s mission, vision and values should be contained in an “Elevator Pitch” just a few line summary of your business. Other questions that may help you define your brand;
- What are the benefits and features of your products or services?
- What is your company’s mission?
- What do your customers and prospects already think of your company?
- What qualities do you want them to associate with your company?
Get a great logo. Place it everywhere.
Integrate your brand. Branding extends to every aspect of your business–how you answer your phones, what you or your salespeople wear on sales calls, your e-mail signature, everything.
Brand through Association: Where is your brand to be positioned in the market place, is it budget, affordable, everyday luxury, or beyond? Start by identifying your products top 2 or 3 most important qualities and try and match these with the stores and go from there. Don’t cheapen your brand, just because you can get it in some sort of discount store if that isn’t the place for it. Brands have failed due to this very reason. I love Argos and they really buy volume, as they have loads of stores, but if your product is more suited to John Lewis, then that’s where you need to be. If you present your product in a venue that doesn’t value the premium quality of your brand, your customer won’t either. Set your product in the right direction for your brand at the start, and make that statement early, the first 1-2yrs with this are vital.
Be true to your brand. Customers won’t return to you–or refer you to someone else–if you don’t deliver on your brand promise. And above all else Be consistent. I placed this point last only because it involves all of the above and is the most important tip I can give you. If you can’t do this, your attempts at establishing a brand will fail.
Crunch Digital Marketing Thailand, provides holistic online marketing, social media, lead generation and branding solutions, in accordance with the brand vision and values that matter to your company. Helping you and your business generate leads that turn into sales, creating loyal customers for your business.