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Branding is Essential: 3 Steps to Build a Valuable Brand

Learn why there is so much to gain from building a brand and so much to lose from ignoring it.

How Are We Different?

It’s not enough that you have an identity because there are probably a lot of other businesses out there that share similar core values. The general public and your target audience should be able to single you out amongst a crowd of companies that are essentially selling the same thing.

Your differentiation factor can be a) how you do business, b) the originality of your offering, or c) the superior benefits of your products and services when compared to the competition. Whatever it is, you must communicate that you are more than just another run-of-the-mill business.

1-2-3 Step Brand Building

Once you have defined the two questions listed above, it is time to develop your brand with three things in mind:

1. Connect with customers.

Your prospective customers decide how your brand is perceived. While you may communicate one way, it may be perceived in an entirely different notion. This is why it is important to connect with customers often.

Develop a brand that will speak directly to your target audience. Create a story that is relateable; then deliver that story in a language that they understand. Infuse your company’s personality (or humanity and authenticity) into your communications.

2. Create a visual identity.

Do you have a resolute brand identity? For example, can someone look at your company website, email newsletter, marketing materials, sales brochure, company signage, business cards, etc. and recognize that they all belong to one company?

Your visual identity is important because it includes everything from the overall design of your website right down to the font you use for your brand’s logo. Each visual element should consistently express the “character” you have crafted for your brand. If your company is fun and hip, how are you communicating those qualities? Or if your brand is luxurious and coveted, is that truly reflected at every single turn?

3. Communicate your brand.

The final step involves conveying your brand identity across all of your touchpoints “customer facing areas” in a consistent manner. When done well, there is absolutely no confusion about what your business is like and what you stand for. A well-communicated brand builds loyalty because of the synergy and painless connection consumers have to make with you and your products.

Ultimately, there is so much to gain from building a brand and so much to lose from ignoring it. Whether you want to make a name for your business in this highly competitive world or fade into the faceless mass of mediocrity — it is solely up to you.

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Photo: Bebe

Carrina Candice is a writer and content specialist for Salehoo, an online community for online traders and retailers that offers a wide range of products from online sales training to their leading product a, wholesale directory.

 

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