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Brooke Chaplan
Brooke Chaplan has written 60 articles for SB Informer.
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Tricks are for Kids: Brand Building Taken from the Pros

Brooke Chaplan

April 16, 2015


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Whether your business is a multi-million dollar conglomerate, or a small, local retail store, branding is critical to the success of the company. Branding is a word that has been tossed around quite a bit over the past few years, yet many business owners are still unsure what exactly branding is when it comes to promoting their company. These tips from branding professionals will help you create quality branding for your company.

Your Brand Should Solve a Problem
“Branding is not just about being seen as better than the competition,” says John Morgan, author of Brand Against the Machine. “It’s about being seen as the only solution to your audience’s problem.” By creating the image that your brand is the only one that can solve the problem a customer is having, you set yourself and your company up as an expert in your industry. One way to do that is to create a tagline that addresses a specific problem customers may come to you to solve. For example, a catering company may include a tagline like “We do the cooking. You do the socializing.” This addresses a problem a busy host or hostess may have when they hold an event – that they will spend too much time preparing and serving food to enjoy their guests.

Make Sure Your Brand Works
“Design is not just what it looks like and feels like,” said Steve Jobs. “Design is how it works.” The same is true of your brand. Your brand is more than just a logo or a catch phrase. Your logo is what a customer thinks of when they see that brand. When you see the apple with a bite out of it, you instantly think of Apple, a company with electronics that last a long time, and offer benefits that other electronics do not. When you see the cursive white letters “Coca-Cola” on a red background, you know that you are about to drink a beverage that has had the same taste in its classic version for more than a century. You want your brand to have the same effect on people. Consistency is the key to bringing your brand to life, so be sure that your customer service and your product are the best they can be to meet the promises of your brand. 

Create a Brand with Values
“If people believe they share values with a company, they will stay loyal to the brand,” says Howard Schultz, CEO of Starbucks. Therefore, it is important that your brand reflect the values of your company. Keep in mind that brand values evolve over time so when you create those values, look at them in the long-term not the short-term. Everything in your marketing mix should be tailored to brand values whether it is the employees you choose to represent that brand or the posts on your company social media accounts. Values will be demonstrated through trustworthy behavior, good customer service at all levels and quality products or services, all of which will promote your brand.

Think Like a Customer
“Branding is not merely about differentiating products,” said Nirmalya Kumar. “It is about striking emotional chords with consumers.” When you are developing your brand, look at your target market. Create a brand that you would respond to and your customers will as well. In each marketing plan, you should put yourself in your customer’s shoes and develop a plan based on what you think your target market will notice. In addition, insist that your employees use your products. An employee cannot sell something they do not believe in so be sure that your staff is not only working for you but a consumer of your products as well. Companies like ASEA focus on providing customers with health benefits and their brand is successful because their associates are actual customers as well.

These tips from industry experts on branding can help you create a brand for your small business that attracts customers and gains recognition as your company grows. By implementing these strategies while building your brand, applying consistency and creating a company brand personality, you will see your marketing efforts achieve their goals much more quickly.


                   



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