The success of a business depends on what it’s offering. But it’s not the product or service alone that makes a business successful. It’s the brand image that it has created. Every business is represented by a brand that helps customers identify it as a unique entity.
What is a Brand?
Physically, a brand is a name along with a logo, which reflects the ideals of your business. But beyond that, a brand is a connection that you establish with your potential customers. It is about building a reputation on your market. Your brand should be something that people can recognize easily and connect with at a personal level.
Building a brand online is no easy task. It takes careful planning and months of hard work to see the fruit of your efforts. Let’s dig deep and find out what it takes to build a successful brand.
1. Get to Know Your Audience
The key to the growth of your business is a clear understanding of your target market. Research into what group of people may be interested in buying your product. You can delve into strategizing your content later.
In order to figure out where you stand in your market and what kind of customers you will attract, there are a few techniques you can follow, such as:
·Using Search Engines: Use Google, Yahoo, Bing, etc. to find out more about your competition and how they stand in the market.
·Connecting Personally: Talk to people you aim to lure into buying your product, to find out what brands they buy and why. This should give you an idea of what different people from your target audience value when they choose a brand.
·Going Shopping: You can shop online or offline for products like yours to analyze customer behavior when they shop.
This should give you relevant data about your competition as well as your customers. Even if you’re an already existing business, this data can be used to carry out an honest assessment of your brand and to understand where you stand among your competitors. In this case, you may also ask your friends or family members to describe your brand in their tone to see what strikes them about your business, and what you lack.
2. Personify Your Brand
Just like people, brands also have a personality. And just as a person develops his/her personality over time, your brand should also don a unique personality. But you need to lay the foundation for that.
The first step towards that is by defining a ‘positioning statement’. A positioning statement is something you create so you can clearly state what you intend to do with your product/service. It can be a single line of content, which includes.
● What your product/service is
● What your target market is, and
● What sets your brand apart from your competition.
The third point is the most significant. It will determine the future of your brand.
Personifying your brand involves creating a concept that you stand for. The concept could be represented by the individual qualities of a bird, an animal, a fruit or a vehicle, etc. For example, look at NBC, whose logo is a white peacock which is a symbol of pride. It has colorful feathers spread out and facing to the right, referring to the future!
3. Pick a Brand Name
Your company’s name, along with its logo, is one of the things people associate your brand with.
Over time, businesses have come up with various names that have defied tradition. For example, an electronics company using the name ‘Apple’! Take inspiration from famous brands.
You can use different methods while choosing a name for your brand.
Some entrepreneurs may feel that their brand name should be descriptive. This category can use acronyms or metaphors. Others can combine words or even choose a meaningless word, such as what happened with ‘Kodak’ or ‘Sony’. Great brands become synonymous with the business they do, so much so that people start referring to their field of business by that name. These are called generic trademarks. Examples are search engines (Google) and coffee (Starbucks).
4. Display Your Company Name On the Browser
Your company name is what you want to display in website URL address. Because it helps a user to recognize and remember it easily. It reduces spam and stops user to trust the fake site.
Also, to prevent phishing attacks, some companies display their authorized name in the browser address bar along with website URL through EV (Extended Validation) Certificate. To display business name in the browser address in the green text; Extended Validation Certificate includes a strict business verification process. It enables HTTPS and green padlock icon in the address bar. For more information about how to get EV SSL green bar – www.cheapsslshop.com/ev-ssl-certificates, visit the URL. Here, you find the process for getting extended validation certificate its features and best provider at the lowest price.!
5. Design a Clever Logo
Your company logo should be built around specific colors and fonts you choose. Stick with those colors and fonts you chose as these are the same ones you should go with while designing your website and social media pages.
The logo can be quite simple. The important factor is its scalability. Your logo will appear wherever your company name does or doesn’t appear. So it’s essential that it fits in the smallest of spaces and still be identifiable.
You can go with an icon, an emblem, a wordmark or a mascot (now vintage)!
6. Create New Content
The next most important thing is to give a voice to your brand. Famous business magnate John D Rockefeller once said;
“Next to doing the right thing, the most important thing is to let people know you’re doing the right thing.”
In today’s world, this quote can be related to creating content online. Content creation has a great rule called the 1% rule. It states that only 1% of the online community create content. Of the rest, 9% modify this content and the rest 90% view and follow. Be part of the reputable minority that creates content.
Publish blogs, videos and podcasts consistently. Customers appreciate new content.
Aim to answer questions that people have of your products/services and create compelling content.
Video blogs are especially helpful in revealing the face behind the brand. This helps in creating a handy personal connection
7. Create a Social Media Following
To create a brand that people can recognize; immediately whenever they see the brand name or logo, social media presence is key. You can choose to create profiles on Twitter, Facebook, Instagram, Google+, etc. But don’t be omnipresent unless you’re sure that you can keep all those profiles up and run consistently.
One critical thing to keep in mind is that you shouldn’t always just ‘post’ things. You can easily talk ‘to’ people. It’s talking ‘with’ people that’s hard.
● Create public conversations on your page surrounding a new product.
● Ask people what upgrades they’d like for a bestseller product.
● Share the behind-the-scenes of your company.
But remember to maintain professionalism all the while.