Whatever business you’re in, due to different leaps in technology and communications, competition has become difficult. Strengthening your brand is one of the most impactful changes you can make to help your business stand out. And no, your brand goes way beyond your name, your website, your logo, and your products.
What is your brand?
Your brand is the perception of your business to everyone who comes in contact with it. It is the combination of how your employees, investors, the media, and your consumers view your organisation and its products. It is one of the most valuable things about your business because of how it influences people’s decision about it.
Having a strong brand will encourage more people to consider working for you, invest in your business, say good things about you, and buy what you’re selling.
Who are you marketing for?
Your brand should be targeted. One of the first things you need to figure out is what kind of people your business is ideal for. Does your brand target them? You can tell this by finding out if the characteristics of your business’s name and logo are tailored to them.
Is your brand recognsable?
Because of how fierce competition is now, your business’s name and logo should easily be identified from the crowd. However, that doesn’t mean you can add all sorts of unnecessary elements to your logo design. In fact, a simpler design helps your brand recognition and retention. Opt for something representative, simple, yet elegant. While you’re at it, make sure your name undergoes the same considerations.
Is your brand aligned?
Since your brand is everyone’s perception of your business, the goal is to make sure they all perceive the same thing and that what they perceive aligns with your business promise. If this is not true, find out which touchpoint you’re having an issue with and do everything you can to deliver the business promise. Don’t forget that this is a continuous process. Just because your brand is aligned now, doesn’t mean it will stay that way. Consistency across all touchpoints is crucial.
Do you have a strong online presence?
Everything is online now. Having a strong online presence is not just having an intuitive and beautiful website. Social media can be a very powerful tool for your brand. It gives your business, its stakeholders, and consumers the avenue to interact easily and freely. This may or may not be to your advantage. Make sure you aim for the former.
You may also want to consider building your own mobile app. Depending on the product or service you are offering, a mobile app may help you reach more people. Remember that the ease of use of mobile apps is one of the most inviting or deterring factors.
Have you explored multimedia marketing?
If you fill your website, posters, and catalogs with just words, you won’t be able to connect with a lot of people. Consumers respond to different types of media. Consider commissioning professionals to help you. Hiring a photography studio or a video production agency in London is a good start. Just don’t forget to share the products in as many channels as you can. Be everywhere.
Building a strong brand may seem difficult, but its rewards are definitely worth it. A strong brand ensures your business stands out and thrives in whatever market you are in.
