Branding is one of the most important aspects of any company. It serves as the lifeline for the business. A brand is more than just a logo, tagline, or slogan. It is what defines your company and its products to the world.
So how do you build a brand? There are many steps to take when branding any business or product, but these are some of the most basic ones:
- Define your target audience and what they value in a product or service.
- Define your niche product type, market vertical
- Establish a pricing strategy that will differentiate you from competitors.
- Create a marketing message that drives home the benefits of your niche without being too generic or clichéd in tone or language.
Define Your Brand Target Audience.
When targeting a specific group of people, it’s important to understand them. This way you will create content relevant to them.
By defining your target, you are simply reading what customers are searching for when looking for services your offer or related.
Define your brand niche.
Define your niche product type, market vertical. A vertical market is a market encompassing a group of companies and customers that are all interconnected around a specific niche. You can define your niche by asking the following.
- What do my current customers have in common?
- How is my organization different from completion?
- Is there something different about the services I offer? If yes what’s unique about them
- Create a Marketing Message
You can use your marketing message to grab your prospect’s attention. Here you are telling your audience how you can solve their problem. Also, you show them how they can trust you to do it.
In your message, speak to your audience directly. Find that which makes them tick. You can only do this when you have clearly defined your target audience. Stay true to your brand personality, brand voice, and tone.
Branding Strategy If you’re an Entrepreneur
It is not a secret anymore that marketing is a key component in any business. To be successful, you have to have a marketing plan from the get-go. Branding is an important part of this marketing plan.
Here are a few examples of what branding means for entrepreneurs and what it means to build your brand.
Branding for Entrepreneurs:
“Your personal brand is the sum of all things that make you who you are in the eyes of your clients and prospects.” (The Balance)
As an entrepreneur, it can be tough to stick to your brand. You always have ideas on how you can make it look better. This is great, but you need to define your brand and stay true to it using brand guidelines. Be consistent with your brand message, your audience won’t confuse you for someone else.
“Brand building starts with understanding who you are and what makes your company tick.” (The Balance)
Branding Strategy if you’re an Artist
Brand marketing is the process of creating a unique marketing strategy for a product or company. The goal is to make the brand stand out from competitors by making it recognizable, relevant, and memorable.
There are several different ways in which artists can incorporate branding into their work. That will help them to attract more attention and gain more recognition. Include a portfolio website in your marketing plan.
- Your brand should have a name and logo. These are what people remember you by your logo after they have seen your work, so it is important that you keep these things consistent.
- Create branded content that incorporates your logo in an aesthetically pleasing way. This is so that people will want to share it on social media platforms like Facebook or Instagram. Customers know their friends will appreciate its quality.
- Add links to your website to improve your SEO
Branding Strategy if you’re a Non-Profit Organization
Non-profits have a set of marketing challenges that can feel insurmountable to a small team with a limited budget. The first challenge is the lack of monetary resources to spend on anything that isn’t going directly to the cause.
The first strategy is leveraging volunteer efforts as a resource for marketing. By leveraging volunteers as creatives, marketers can save time and money. Also, incentivize potential donors by giving them more opportunities to contribute. The disadvantage is without a clear brand strategy, the identity of your organization may end up in flames.
As a nonprofit, there are a few things you need to keep in mind when doing a brand strategy;
- Communicate your uniqueness. Ask yourself this – why should someone give to your organization instead of another? it may be your process, why you do what you do, and where. How is your work impacting lives?
- Make your brand personal, take your current supporters into account, keep them updated. It doesn’t take a lot to do it.
- Appeal to the givers. Always make it a priority that you offer what your audience can resonate with.
- Be relatable – have strong relationship management in place
- Be a thought leader. Ensure your pool of fundraisers and funders is well appreciated for their efforts.