Create Your Brand Identity with These Simple Steps
One thing you will notice about any business that has recently taken off is that they have successfully managed to get their customers to connect, relate and identify with their brand. The ability to create such coherence between the customers and the brand is usually irrespective of the services or the products that the business is offering. Understanding how they achieve this is not rocket science, and you don’t need a Harvard degree to get the principles of building a brand identity for any business venture.
Knowing the basics of how to create a brand identity has the potential to catapult a company to great success with a minimal budget. Examples are all over of businesses that became successful overnight by simply developing a strong brand and growing an enormous community around it. For instance, Black Milk got over one million followers on Instagram, leading to the immense amount of user generated content and a customer based group with audiences all over the world.
So how exactly do you become successful in building a brand identity that will connect with your target audience and give them the inspiration to engage with your brand? Presented here are three basic but very fundamental steps you need to take if you want to create a brand that will drive your business to the next level of success-:
Know Your Market
The first process towards building a brand identity is to know who your target market is. It comes before you even think about defining your brand’s personality or planning your positioning strategy. It is at this stage where you spend a considerable amount of time researching on your marketing, carrying out SWOT Analysis and evaluating the competitive environment to identify the weak links you can exploit in your competition.
In market research, you will consider conducting activities such as secondary research, investigating pre-existing data for more insights into the market, carrying out online surveys with target groups to let you know more about them and to ensure that you position your products and services appropriately to meet their needs, demands and expectations.
A SWOT Analysis, on the other hand, is to enable you to understand better the strengths and weaknesses of your brand as well as your business. It will also reveal to you the opportunities that currently exist in the market as well as the potential threats that may hamper your process of building a brand identity.
Positioning Strategy and Value Proposition
Once you have a thorough comprehension of your market, the next step in building your brand identity is to determine how to acquire a unique position in the market and also a value proposition that will make the target audience interested in your products or services. Most of the businesses that thrive in the current environment are those that have something unique to offer to their clients. This is what sets them apart from the rest and make customers coming back to them. It is thus of paramount importance to find a unique value proposition that will relate to your target market and give them a reason to look towards your direction.
On positioning strategies, many businesses are fond of using more than one strategy to get into the market. This type of approach is never advisable because it will imply that you will have multiple marketing strategies, and these might end up cluttered and confusing to the target audience. As much as it is true that you may multiple value propositions, it is advisable to pick one positioning strategy and stick to it. Besides giving you the focus you need in building a brand identity, a single position strategy will also create coherence amongst your target audience, and it will be easy for them to relate to it well, leading to faster growth of your brand.
Always use Human Elements
At this stage, you have a clear picture of what your target market looks like and you have also identified how to position yourself competitively so as to address the needs, expectations and the wants of your audience. The next task now is to have your audience resonate with the products or the services you are selling to them. To effectively do this, you must have in mind that the target market is comprised of human beings. Hence, you must infuse human characteristics in your marketing campaigns. Consider the following elements when building your brand identity-:
The Brand Essence – the brand essence refers to the intangible benefits or the particular emotions that will be invoked in your target audience whenever they see or hear about your brand. This should always be toned down to one word. For instance, Disney’s essence is “Magical.”
The Brand Personality – brand personality refers to the characteristics of the brand. It refers to how the brand thinks, speaks, acts, behaves and reacts to the audience. To identify your brand’s personality, you must personify it and make it a living human being. This must be portrayed consistently across all the contact points with your customers. It needs to be a personality that the customer can like and relate with, or else, you endeavors of building a brand identity will go down the drain.
Whether you are brand new in business, or you have been struggling for a while in creating a brand identity, these steps will give you the headway you need in establishing a quality brand that will be loved by your market and ultimately bring lots of success to your business.