One of the things that you might be considering is what kind of audience you're looking for, as these people are the ones that you will want to appeal to, and this is before you consider the product or service connected to the brand.
That is why it pays well to have an effective branding strategy that gives you a sound footing with your existing and potential customers, which are signs of a recognizable and necessary brand in any given market.
That is why we'll run through some of the steps below you can take to become more aware of your brand and the broader effects this can have on your strategy overall.
First Of All, What Is Your Brand?
Many matrixes and models can help you identify the brand, the industry it's entering, and the penetration you'll have into the industry. You can think about these things before launching any brand linked to a product or service.
First of all, consider the brand you have and ask why it exists in the first place, as many people will ask this regarding its relevancy and scope within that industry.
You can also ask yourself what makes your brand different from similar ones, what problem you want to solve, and if there are many other businesses offering the same kind of product or service.
Can you offer a better or more diverse product than the others?
At this point, you may be implementing different kinds of marketing, either through paid ads or search engine optimization. Here you have to consider the consistency of your message and experience wherever your brand appears.
Examples include any website advertising, sales and customer service, any print or packaging where your brand appears, content you post online, and internal websites maintained by employees or 3rd party contracts hired through other services.
With this in mind, you can begin to ask yourself what the story around your branding is, as potential customers can have something to associate with your business. This will determine how likable it is and its values surrounding the product.
Look At Competitor Brands
This is important as it allows you to see an existing brand in the space and how they have marketed themselves and their products so you can identify any flaws or room for improvement and implement these into your strategy.
It helps to look at reviews, mentions, the quality of their product, and their messaging, so you can make yours more unique and avoid imitating them with similar brand awareness; you can do this with up to four brands as a benchmark for your strategy.
Establish A Slogan Or Tagline
If you think about any big-name brands, they have a word or phrase that can be applied to them, and even if they don't have a slogan now, but may have a mission statement or a clear-cut reason why they exist in the first place.
A tagline can be around 3-8 words. At the same time, a slogan can be up to 2 sentences, so if yours goes over this, you may want to rethink what your brand offers.
Over time, people can identify your brand with words like reliable, affordable, refined, or authentic.
Be sure to be clear in your taglines, as something like 'making your work life easier' is too broad and could refer to many different processes, so instead, you could use something like 'spreadsheets, simplified,' which is much clearer to your audience.
Even if you decide to stick to a mission statement instead, you want to be able to identify in 2 sentences what you want your audience to achieve and how you intend to offer this product, so make it as simple as you can.
If you really want to know how you can build a better brand, there's no one better to ask than your customers, as you can send out response forms or surveys to ask how they respond to your brand and what aspects affect their purchasing decisions.
For example, you can ask them about the logo, messaging, mission purpose, and whether these are relevant to them or not, and here is where you can get honest feedback, so be prepared for some criticisms that you may not have considered before.
You can also get some brand recognition as your audience begins to understand you better, and you can also offer discounts or perks as a reward for this feedback, so your audience feels listened to and respected, which are things that can be hard to grow organically.
Once you've considered and implemented these methods, you can start to build a marketing strategy that is relevant to your audience and offers a more unique or useful product than similar products on the market.
This means you have a decent base to work from, and you can make this process a continuous one, as it can take many years to garner customer loyalty, so stick with it.
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