>Many consumers prefer purchasing new products from brands that they are familiar with. Hence, small and upcoming businesses compete against big brands that have a huge number of devoted customers. The biggest challenge facing businesses today is gaining and retaining customers. At first, the customers need some awareness of the brand and once they have become passionate about the brand, their needs will change.
So, the first thing is to create a brand that you can be identified with. A brand refers to the name, design, symbol, or any other feature that helps identify a business. The brand identity is a representation of the reputation of the business. The foundation of a dignified brand is each interaction a customer has with your service or product. Brand building does not happen overnight, you must be committed to invest time and resources.
Below are 6 steps to help you develop your brand.
1. Determine the brand’s customer
The first thing to think about is who is the customer? What do they want? Chances are you have already gathered some demographic information regarding the market you are entering, but this might not be enough. You need to start thinking about the actual customers of the product. Get detailed information about the lifestyle and behaviour of your consumers. With this information, you can create a brand that they can easily understand and relate with.
2. Define the mission statement of the brand
Before building a brand, you have to know what value you have to offer. A mission statement defines the business’s purpose and what you are passionate about. It should not only be attainable and precise, but also clearly communicated. Promises the brand makes to its customers will set them apart from the competition.
3. Consistency
After defining how you want customers to perceive your business and communicating your promises you must not waiver. The idea behind this is for the customers to develop trust in your brand. The customer will no longer just perceive the brand as a promise, but also as a reality. Being consistent is the hardest part of brand development, but it yields the greatest rewards.
4. Be honest and transparent
In the world today, people reward businesses for their honesty and transparency. Undesirable issues will arise and they are impossible to avoid. When this happens, be honest about what is happening in the company. Address all concerns and questions that the customers raise as honestly as possible. Always own up to your errors and mistakes and openly share how you plan to correct them.
5. Develop persistence
It is common knowledge that brands are not built overnight. You must exercise patience and never give up. Persistently put out messages and other brand experiences that consistently support and communicate the promise of the brand. This is the only way to develop brand awareness, loyalty as well as advocacy. Even though standing out from you competitors is important, it is more important that consumers do not forget your brand.
6. Hire a professional brand developer
Even though you can create a dignified brand by yourself, it is wise to hire a professional brand developer. You will also find that there are numerous brand developers who also specialise in other aspects of marketing. Pelling Design are just one of many companies who can develop your brand, and then help you to develop your website and graphics to ensure your brand identity is consistent. A professional will work with you from the point of conducting brand research to the end. They evaluate the business as well as assess the marketplace. By hiring a professional, you make sure you get it right the first time.
When the brand matches the needs of the target you will see growth in both sales and market share of your business. It is a long-term commitment, but very rewarding for both the customer and the business.