The Four Steps To Creating A Successful Brand
Over 90% of small company owners say that having a distinct brand that sets them apart from the competition is critical. Branding is also important for recruiting new business, according to more than half of them. What secrets do well-known brands like Apple and Coca-Cola possess? And how might they be used as a source of inspiration for small-business owners? Building a successful brand can be broken down into four parts.
Step 1. Decide on how you want to be seen
How do you want your consumers to define their experience after they’ve used your product or service? What do you want people to say if you run a restaurant, for example?
- “Wow, this restaurant has the largest portions in town. It’s great!”
- “You really feel as though you’ve been invited for a traditional Italian family dinner. The dishes are simple but so delicious!”
- “The service is quick and the food is OK, but the price is unbeatable!”
Consider your brand as a promise to your customers that is distinct from that of your rivals.
Step 2. Build your company on this promise
Keeping the promise that distinguishes you from your competition indicates that you’re going above and beyond what they’re doing. For example, a restaurant that wishes to be known for its exceptional rates must figure out how to maximise the number of clients served per table in a single evening. The profit margin per client will be lower, but the quantity of customers will compensate.
In other words, your brand will have a significant impact on the winning formula you’ll use to build your firm.
Step 3. Communicate your promise
All of your marketing materials, from the colours in your logo to the wording on your website, must be built around this promise. What you say on Facebook or LinkedIn, as well as the way you decorate your office, must all be consistent with this message.
At this point, your brand becomes the focal point of your advertising efforts. Furthermore, because you’ll have a precise message to portray, your commercials will be much more powerful.
Step 4. Maintain a level of consistency
You must remain consistent after deciding how you want to be regarded, building your business around that perception, and expressing this commitment. Apple, for example, is known for creating goods that are both gorgeous and inventive; it can’t afford to release an unsightly phone or a technologically behind-the-times tablet since it would be violating a promise to its consumers.
The goal here is to foster trust. Your brand must no longer be viewed as a promise, but rather as a reality for your customers. Consistency is frequently the most difficult aspect, but it also yields the most benefits.
A well-managed brand eventually stops being a business promise and begins to become a customer expectation. Although there are ten Italian restaurants in the area, there is only one where customers can expect to have a classic Italian family supper. The brand of that restaurant is no longer its name or emblem; it is the expectation of its patrons.
When you use this technique, your company will be able to progressively grow both its pricing and sales (yes, both at the same time!). Your company’s brand will become one of its most valuable assets, having the greatest influence on its bottom line.
Conclusion
What does a winning brand vision look like? As noted above, it should differentiate, resonate, inspire and precipitate ideas. It also should have credibility internally and externally. That means that there should be proof points or strategic imperatives, planned programs that will create proof points. In addition, the very strong brands tend to have in the vision a source of energy, a higher purpose, and a personality.
WE CAN HELP YOU BUILD A BRAND, INCREASE CUSTOMER TRUST, GET BETTER LEADS AND BOOST SALES.