Communicating Business Vision Through Effective Branding
Did you know that according to a Nielsen survey, 59% of consumers prefer to buy new products from brands familiar to them? People have a tendency to con-sume products and services that ring a bell to them or make a difference to their lives. Branding plays a vital role in this regard, as it is through branding that a business can display its vision to its target audience. A brand that is able to strike a chord with the customer usually experiences repeated purchase and consumption, and hence, becomes familiar to its customers.
Building a Brand from Scratch
How a customer sees and feels about your business defines your brand. It is essential to be mindful about the vision that you want to convey to your customers through your brand and to build a brand that resonates with a consumer’s needs. Communicating your vision accurately could be the key to achieve this. The best way to do this is by building a brand that is consistent in communication and experience across a range of applications like content marketing and social media, online advertising, sales, user experience/customer service and print and packaging. Having a vision for your brand is great, but how you communicate this vision to your audience is most likely the biggest challenge. Here are a few steps to follow to create the “perfect” brand that connects to your target audience seamlessly:
1. Identify your Target Audience: We are living in a time of specialized
services. One of the first steps towards building a reputable brand is to know your target audience. Once you gain some clarity on who you want to reach out to, you can then customize your vision and key messages ac-cording to the needs and preferences of your audience. Try to be as specific as possible with your audience at this point. You can use a wide range of analytical data and insights like demographics, behavior and life-styles to create impeccable audience personas and profiles. This would help you to know your audience inside out and would lead to creating a brand that would instantly connect to them.
2. Have a Clear Purpose and Positioning Strategy: This is one of the most important and challenging steps in the entire journey. Having a crystal-clear impression about your brand’s purpose, goals and target market would help you position your brand better. Many brands with great prod-ucts often fail to attract a market just because they are not clear about their own self, who they are and who they want to cater to. Several factors should be considered at this stage. From understanding how you want to see your own product, knowing what adds value or an X-Factor to your product to studying your close competitors – all adds up to giving your brand a vivid purpose. This is a time-consuming process, one that needs patience and a lot of love. But believe it or not, once you surpass this mountain, the view you would have earned would be worth all of the work.
3. Choose the Perfect Brand Name: They say it’s just a name but when it comes to brand marketing, a name can make or break a brand. Selecting a name for your brand may be a question of personal preference but you might want to consider a wide range of factors and their consequences be-fore you make a final selection. A brand name could be anything – some-thing that describes your business or a name or something you would like to accomplish with your brand. Try to avoid names or words that are hard to remember, speak or write or ones that are too long. Make sure that you go with a unique name, one that has not already been taken by another business, especially within similar industries. You will need to make use of your brand name while buying website domains and creating social media profiles for your business. By doing your research before deciding on a name, you won’t end up situation where you have to compromise with your brand image by selecting a name for your domain or social profiles that does not match with your brand name.
4. Looks Do Matter: How you play with colours, design, typography and graphics in your logo, website and marketing collaterals say a great deal about the character, message and vision of your brand. It all adds up to crystal-clear positioning and communicating the right message in the best way you can. For instance, it is good to have a logo that has a simple, memorable and timeless design. Visuals can go a long way in conveying the right message. Therefore, make sure to play your cards right when you decide on these factors.
It’s all about making a connection with the consumer. When your brand vision creates an impact in your customers’ minds and compels them to give your brand a chance – you know you have done an amazing job in building an awe-some brand.
At Ultimate Academy®, we provide a 3-Day Digital Marketing Program for all types of small, new and growing businesses!
Eileen Taylor, USC™, UFSC™, UCPO™, UDRC™
Certified UltimateStager™ | Feng Shui Specialist
Ultimate Professional Organizer™ | Ultimate Decorator & ReDesigner™
President & Co-Founder