Your brand isn’t just the products you sell or the services you provide. It’s not even your name, your logo or your motto.
Your brand is your company’s personality – how you make customers feel and how you’re perceived as an entity.
It’s an intangible thing that can’t put in a box or even really defined. It means something different for each and every business out there, and if you want to see success as a company, it’s something you should work to hone, build and grow at every turn.
Does your company have a unique brand, or are you just a business that sells products? If you’re the latter, consider taking these six easy steps, and start building your brand today:
- Determine what makes you different. What are your brand’s strengths and weaknesses? What makes you stand out from your competitors? Sure, you might sell the same products as them, but do you offer anything that they don’t? Maybe you sell your products online? Or maybe you have better, more comprehensive customer service than them? Whatever it is that differentiates you – no matter how small – use that to define your brand and create a company message to share with the world.
- Find the right niche. You’ve heard that old saying about a “big fish in a small pond,” right? Well, that’s what finding a niche is. It means instead of promoting your brand to the entire world and competing with millions of other businesses out there, you instead choose to focus on a small, more tight-knit group of consumers – ones who are more likely to become leads or paying customers, either because of their interests, demographics or another factor. Determining a niche for your business allows you to cut down on the competition and reach more viable, ready-to-buy customers, and it can make a huge difference on your bottomline in the long run.
- Be consistent. Once you’ve honed in on your brand – what makes you different and what message you want to convey to the world – be sure that comes through in every other area of your business. It should be heard in your website copy, in your press releases and in your blog, and you should even follow suit in social media and with imagery, logos and graphics. If it doesn’t fit in with your overall message and brand, then step back, re-strategize and try again. You don’t ever want to get confused for your competitors, so always focus on what you do best and the overarching message you’re trying to convey.
- Reach your customers on a personal level. Nothing grows a brand more than word-of-mouth marketing – customers sharing their experiences with others, recommending a business to friends and loved ones, and just touting their favorite brands and companies around the water cooler. If you want your customers to help grow your brand, you need to reach them on a personal level and speak to them emotionally. Don’t touch base only when you have a new product or are hurting for sales. Instead, make them feel like valuable, integral players in your company’s success. Answer their questions on social media, make customer service and support a priority, and always go the extra mile to show them that your brand cares.
- Measure and reflect. Every once in a while, take a step back and measure the results of your branding efforts. Survey past customers, as well as random participants, and get feedback on your marketing efforts, your website, your social media strategies and more. Use metrics and analytics to see how successful your efforts have been at growing your brand, and if things aren’t trending the way you like, use this time to sit down and make some changes. Though you may not always see the results you were looking for when measuring, it will always provide you with valuable insight to grow and expand your brand even further.
Take a minute to consider your business. Do you have a recognizable brand? One that people can get behind, emotionally connect with and feel a part of? Or do you simply provide products and services? Building a brand may take more work, but the investment will more than pay off in the end. Contact Haley Brand Intelligence today to learn more about branding and how it can help you improve your company’s performance in the long run.