It is generally accepted that your brand is your business.
That’s not exactly true. In business, you have marketing, products, and services, along with your staff and other brilliant minds. A brand, on the other hand, is the image and identity of your business.
There is a tendency to say, “Oh, so it all depends on my logo, right”? Logos and visual identities are significant components of your branding, but they are not the most effective. It is essential to understand that branding is more than just aesthetics. When building a brand, you should consider the emotion it invokes in your target audience. Ultimately, it boils down to how you wish your target prospects to perceive you.
Let us examine Apple in more detail. Their 2022 market value is $2.26 trillion. While they are just another mobile and technology company, their evoking a feeling of luxury draws people in and keeps them coming back for more. From their prices to the metallic finish on their products, they produce a sense of luxury.
While cutting out the tech talk, they give off a non-intimidating vibe. The marketing strategy of this company is always based on value and benefits. As a result of Apple’s business model, you are never likely to return once you have purchased an Apple product. As soon as you become a part of the family, you identify with their core beliefs and subconsciously fawn over the products’ minimalist product range and clean edges.
Let us now examine Starbucks. Convenience is a critical factor that makes it such a successful brand today. In almost every city, there is a Starbucks located on every corner. This convenience makes them a popular choice for college students wishing to study for their finals during an hour or two of quiet time.
While Starbucks does not have the best coffee in the world, it still retains the attention of its customers due to its quick service (you can get your coffee in just a few minutes) and how its cup sizes are named.
Howard Schultz, the founder of Starbucks, was inspired by how Italians drink coffee – a quick shot in the morning before work and a pleasant way to chat with friends. His goal was to create a culture that revolved around coffee. So he named the sizes Tall, Venti, and Grande to make the brand even more memorable.
What are the Benefits of Building a Brand?
The goal is to be noticed.
In essence, that should be your primary goal. While having a functional and practical product is essential, virtually everyone in your industry can offer the same product with the same features. Sometimes, they are less expensive or have more experience in their field.
Beyond the fact that your brand will help you stand out from the crowd, it will also enable you to build a relationship with your target market, leading to more future sales and return clients.
Your brand ambassadors should be able to identify with your mission and become loyal to your brand. When brand ambassadors begin marketing, sharing, and caring for your business, a business becomes a multi-million dollar company.
It is crucial to remember that people purchase with their emotions later supported by logic. Branding appeals to these emotions. Your goal is to have people become part of your brand.
The public is not purchasing a product; In essence, they are purchasing an ideal. They are buying an experience. Essentially, they are purchasing a lifestyle. There is a desire for convenience on their part.
What it takes to build a memorable brand
When it comes to building a solid brand identity and image for your customers, there are a few things you must do. First, if you want to create a memorable brand, you should ask yourself the following three questions:
Assuming my company was a person, their personality would be as follows:
In contrast to popular belief, branding is a two-way street. A positive image of your business goes beyond how your target market perceives it. Therefore, it is also essential to consider how you would like your business to be perceived. (You are the starting point, you know!)
Consider the relationship you want with your target clients and build from there. For example, are you interested in becoming the go-to design studio for marketing materials for new businesses?
Most new entrepreneurs may hesitate to invest in graphics since they believe they can do it themselves. Therefore, it may be helpful to educate them about the importance of good pictures and how they can catch people’s attention when done correctly (since most people are visual learners). As a result, you will have the opportunity to serve as their guiding light in the graphic design industry.
As a result, your brand is an integral part of your business. In other words, it is the driving force behind your business. Your branding serves as the foundation for your marketing efforts.
“In what manner should I address my customers?”
Your brand’s voice is reflected in the way you speak. So you can tell a lot about your relationship with them by this statement.
Could your brand voice be described as caring and soothing, giving the impression of a mother figure who comforts and supports? What if it was more youthful, fun, and carefree, similar to a friend you will make at a summer camp with whom you will have a long-lasting relationship?
In what ways do I differ from other companies in my industry?
By answering this question, you will better understand your USP or Unique Selling Proposition. For example, you might be more interested in quirky, empowering business coaching programs than corporate, serious ones. In addition, the prospect will feel that you are more relatable, which helps you stand out.
There may be a coffee shop in your neighborhood that is different from what you are used to. There may be just a hint of alcohol in each cup, making it the perfect coffee shop for end-of-week get-togethers with friends.
The Key to Creating a Successful Brand
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