Steps to building a solid business brand
Developing a brand that resonates with your target customer is more important than ever before. In fact, 86% of consumers say authenticity is important when deciding what brands they will support. These six steps will help you identify your audience, develop your brand and, most importantly, develop authenticity.
RESEARCH YOUR TARGET AUDIENCE
In order to establish a brand, you need to know who you're trying to connect with. While your goal may be to reach out to “everyone,” your company should have a dedicated audience as your customer base. Once you have that customer base in mind, research them and their preferences. Read product reviews and subreddits to learn how they feel about similar products and competitors, as well as what they look for in businesses.
RESEARCH YOUR COMPETITORS
Identify your direct competitors and analyze their established brands. Pay attention to their logo and color palette, what language they use and how they engage with their customers. Don't copy what you like and ignore what you don't; rather, consider what motivates their choices and how you can use that data to inform your own decisions as a business.
DEFINE YOUR COMPANY'S PURPOSE AND VALUES
Your company's purpose may be to sell products or provide a service, but it should be based on what motivates you and your employees. Think about the impression you want to leave on your customers and your community and make those values front and center of your brand.
ESTABLISH A VOICE
It's important that your brand has a distinct yet authentic voice. Do you write your materials in a formal tone or a more casual one? How do you speak to your customers during pitches and on support calls? Choose words, phrases and a distinct tone that matches your brand.
CREATE YOUR VISUALS
Visual representation is one of the most distinct and immediate ways to establish your brand's uniqueness. Choose a color palette that conveys the way you want your customers to feel about your services. Design a logo that is easy to read, visually simple and recognizable in any size, be it a website header or Instagram avatar photo.
BUILD A STRONG DIGITAL PRESENCE
With so much business done online and through e-commerce today, it's important that your brand extends to social media. Ensure that your brand, including its visuals, voice and messaging, is consistent throughout your social media channels and other digital platforms. Through these platforms, engage with customers in a personal sense, answering their inquiries and responding to positive and negative comments.