MARKETING & ADVERTISING • December 17, 2015
1 minute Read
Your brand is a representation of your business, from what you do to how you do it—everything from name recognition to your image, message, goals and overall mission. It is your reputation. It gets you noticed, makes you memorable and builds loyalty among your current base.
Here are eight strategies for building a brand your customers will remember.
1. Start now.If you’re open for business, you already have a brand, so start shaping it. If your business is just an idea, now’s the time to think about how you want your customers to think and feel about it.
2. Define your target audience.Your positioning should be driven by who is most likely to purchase your product or service. Identify them now. How old are they? How much do they make? Are they married? Give it some thought.
3. Design for your target. Once you have an audience in mind, that should influence everything you use to define your brand, including your color choices, fonts, where you place advertising, your store design and even your receipts and business cards. Try to put yourself inside your target customer’s head—what would they respond to? What are they looking for? Everything you create should reflect those answers.
4. Be consistent.If your logo varies from place to place, you’ll be harder to find. Stick with one logo and company name that’s uniform on all materials, from social media to signage.
5. Keep it simple.A Harvard Business Review study found that the easier it is for consumers to gather and understand information about a brand, the more likely they are to purchase a product from them. Your marketing should emphasize your Unique Value Proposition—the single quality that makes your brand valuable to your customers.
6. Have an online presence.Many customers do copious amounts of online research before buying a product—the more information you can provide and the better you can define your brand there, the more likely it is they’ll choose you. That means having accounts on relevant social media sites, plus a website if it makes sense.
7. Practice what you preach.If a customer’s experience doesn’t match your message, you’re not doing yourself any favors. If your slogan advertises satisfied customers but your service reps are sullen and inept, you will lose customers left and right—particularly if they head to social media with their experience. Word of mouth is hugely powerful, so make sure you’re delivering what you’ve promised.
8. Ask for feedback.Once you’ve built a (positive) reputation and a solid base, ask your customers to describe your business in their own words. This will give you some valuable insight into how the public views your brand and what they appreciate about your company—which you can incorporate into your marketing and future branding.
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