Building a successful brand is the result of careful research, distinct boundaries and a comprehensive Marketing strategy
The first step in defining your brand is to think carefully about and document what your company is good at.You can make use of S.W.O.T (Strengths, Weaknesses, Opportunities, and Threats) analysis to outline the major strengths and weaknesses of your business. Want to learn more about S.W.O.T.? Check out this video from Wordstream “What Is a SWOT Analysis & When Do You Need One?“After looking at the strengths of your business, pick three simple words that illustrate what your business does well. You can think of it this way – if your brand was a person, which three words would you want your clients to use to describe it?
Define your Brand Message
Choose Your Tools CarefullyThe marketing tools that you choose should emphasize the core focus of your business. By doing this, your marketing strategy should also highlight what your business is not. And make your clients see that your focus is not on ripping them off. This is an easy way to show the difference between you and the competition. Building a memorable brand is not worthwhile if you’re not earning money. And the easiest way to make money is to get rid of the competition.This means that you will need to carefully define the mission and vision statement of your business as well. Next, you will want to figure out how to communicate these characteristics to your target audience. It needs to be simple. Having commercials or website that are complicated could be a major turn-off and will not be very effective at generating sales. KISS – Keep it Simple Silly! Keep your message simple if your goal is to make your brand memorable and profitable.
Your Brand IdentityDesigning your brand and your brand identity will take much more than a fancy logo. It must signify what your business does and what your brand represents. One core principle that never fails is to focus on quality and convenience. The identity of your brand should be viewed as adding value. Make your clients believe your product or service is of the best quality, the most affordable, the easiest to use, or even the most durable. Sensationalism will not get you very far.
Don’t forget your goal is to give your brand a pleasant voice and a unique identity. You want to get your brand voice off the printed page or website and into the minds of your audience. Your message should have such an impact on your target audience that purchasing from you seems like the only logical choice.
For people to recognize what your brand stands for, you should not have to litter your website or commercials with a bunch of bells and whistles. This will be a waste of time and your brand may become easily confused with another building your successful brand.