Creative thinking that delivers results

28 Aug

3 Ways to Build your Brand – The Right Way

Category: Branding

Marketing consultants and agencies alike talk about a variety of different techniques and strategies to build your business’ brand effectively. And while they all have relevance, they all boil down to a few key issues we all need to consider.

According to Wikipedia, a brand is nothing more than a “name, term, design, symbol, or any other feature that identifies one seller's product distinctly from those of other sellers". So how does a company build and maintain their brand for the long-term? Follow these 3 key steps and you’ll be well on your way to doing just that!

1)    Get your Positioning right

And how do you do this? Think like your ideal or preferred customer! How do they perceive you, what makes you memorable or distinct in their minds, and why do they purchase your products? Analyze this, understand it and then use it as a tool to align your products optimally with these clients. And make sure your products and services really resonate with your target market(s).

2)    Know who’s your ideal Target Market(s)

If you haven’t figured this out already, do so ASAP. Positioning is fruitless unless you know who you should be selling to, AND why! Your target market(s) should be a true reflection of your products/services (and vice versa!), your customer experience and everything your business and brand stands for.

3)    Validate and Test your Brand principles - Constantly

One of the pitfalls many businesses fall into occurs when they make the assumption their brand is stagnant, or rarely if ever is in need of change. In today’s ever changing environment, this couldn’t be further from the truth. Businesses need to constantly look to their clients, suppliers and even employees for validation of their brand, and to ensure there’s still alignment between it and the value propositions you’ve assigned to it.                                        

There’s much more that could be said about branding to give it full justice. However, my objective here is to give you something to chew on, that can get you thinking about your brand and about the need to possibly revise, revamp or reposition it - without overwhelming you! Heck, if you’re that concerned about your brand, why not hire us to help you get it right!