The Buzzword of the decade, BRANDING! Follow these 4 steps to build a strategy for your business branding.
Meet the Case
This case study is built upon experience from Professional Enterprise jobs, as well as consultations with Small Business Owners and Entrepreneurs alike.
You've heard it, you tried it and if you're here maybe you gave up on it!
I've asked Marketers, entrepreneurs & brand lovers about their favorite aspect of building a brand and unsurprisingly, I hear things about the uniqueness of the packaging, the cuteness of the instagram posts, increasing following, creating engagement on social media and oh my fav... creating content. Sure! these are all components of what I consider Brand Elevation, but it really has very little to do with the ABC's of how to build a successful brand for your business.
If your customers are constantly receiving packages (see pics) with missing items or they can't reach you to make a return, the uniqueness of the package or instagram posts won't hold much weight. Let's explore what a Brand is exactly ? What are the challenges with building a brand and lastly, how Début has overcome these exact challenges for our clients.
A Brand is the established reputation of a person, place or thing! It is what your audience has come to know about you or the products/services you provide. The strength of your brand in essence is your reputation! In order to build a strong brand you will need to be, if nothing else consistent and communicative.
The challenge most businesses face with building a Brand is incorporating the Brand strategy with the business objectives. It's important not to lose sight of the most important part of your business which most likely is revenue & profit. This kind of oversight can be a painful learning lesson and tends to create more problems than solutions for your business, stakeholders and investors. Now, lets take a look at some starters on how to partner your business objectives with your brand's development strategy.
Know your Business, Audience and where you stand in comparison to your competitors: If you are a content creator then your business is not branding, it's content creation. Who needs your services and what other companies are offering similar services as you.
2. What your business objectives are for the year or Quarter ? Some examples of objectives are: increase
the number of subscriptions, Hit X Revenue Goal, Convert X number of customers, promote new line, etc.
3. What are your Brand Goals (be realistic with where you are)
Examples: Develop Brand identity(what you want to be known for), Gain Audience Trust, Get feedback on products, become #1 for X, Increase engagement on blog post etc.
4. How are you going to market your what you're promoting ?
Word of Mouth, Run ads, Live Sales, Friends & family.