Branding has become one of those trendy business words that business people throw around to make unrelated topics seem like they relate. For example, although customer service can affect a brand it isn’t branding — it’s customer service. Sales isn’t branding, its sales, and engineering isn’t … you get the point. So, what is branding? What are the key elements in creating a positive and memorable brand? How is a brand built? What are the 10 steps to building a business band?
It begins with identifying who you are. What is the organization known for? What does it do better than anyone? And what do customers think about the business?
What is your company’s niche? What geographically and demographically segmented market is the organization’s target audience? And what is the businesses unique sales position?
Create a message that defines your company. It should be simple, communicate the benefits to the client, and usable across multiple media.
The message should incorporate a voice. Don’t mix elevated diction with vernacular, negative connotation with positive, and figures of speech should be used consistently.
The message should include a logo that expresses and defines the brand. The key is to keep it simple making the best use of design, typography, and color.
The brand image, message, and voice should be the same, or complimentary, on all advertising media from vehicle graphics to print, radio, TV, and web.
Your brand should be promoted through traditional advertising, collateral materials, social media, networking, and content marketing.
Recognize and encourage advocates and evangelists, from employees, customers, vendors, and interested parties, who help promote your brand.
Periodically review your brand, in all of its forms, at least once per year.
10 Steps to Building a Business Brand Starts with this
And the number one answer is. Have a strategy. Make a plan. Branding isn’t something that just happens, and it shouldn’t be an afterthought.
Before jumping headfirst into an advertising campaign, you need to be able to answer six questions —who, what, where, why, how, and when? Regardless of how excited your marketing team is or how enthusiastic the advertising agency might be, take some time to answer these questions before you roll the dice and only hope your numbers come up. Don’t let your advertising campaign be a crap shoot.
Six Questions to Answer Before You Leap into an Advertising Campaign
Why do you think you need to advertise? Are you introducing a new product, reaching out to a new demographic, or looking for a larger market share? Before you consider any marketing strategy, you must be able to answer why you need to.
Who do you want to reach? Are you trying to connect with loyal customers, reconnect with lost clients, expand into new territory, or all the above? Who is this customer? So, what do they like, what interests them, and what problems do they have that you can solve? How to target your audience.
Once you’ve determined who your target audience is, the next step is to determine where they can be found. Do they listen to drive time radio, follow you on LinkedIn, or watch the big game on Sunday?
How much can you spend in dollars, time, and personnel? Do you have the finances and people available to make an advertising campaign work? Do you know your budget and how should it be spent?
What do you want to accomplish? Think about this, how will you know the advertising campaign has been a success? How will you measure performance? What milestones will be gauged and how will the campaign be tracked?
So, when will you advertise: mornings, evenings, weekends, or all the above? When will your target audience be listening and watching? When will they be online?
Sounds Pretty Simple Doesn’t it?
It is. It’s not a complicated process; however, to succeed it takes hard work, commitment, and an open mind. Otherwise, your ad dollars could be wasted or worse yet — work against you. Think not? Do you believe the people behind these campaigns thoroughly answered the six questions? The 7 Most Embarrassing Branding Mistakes of 2018.
If you’re ready to build your brand a good place to start is with this list, and if you’d like our help and advice let us know. We’d be happy to give you a brand … I mean lend a helping brand. We’ll help you make it — brand new. Contact Us.