There’s so much more about a brand than the logo and tagline. Brand development is often just as important as the product or service.
Various factors can hinder brand success. These include too much competition and a lack of understanding of your target market. Moreover, it’s easy
to get caught in a jumble of strategies to win customer attention and loyalty.
To help you stay on track when building a brand, check out these tips from seasons brand strategists.
1. Choose a Specific Niche
You can’t be everything to everyone. If your messages don’t have the same voice, customers might think you don’t have expertise.
For example, selling genuine leather shoes for business executives sounds more appealing than saying you’re just selling shoes.
The more specific your brand is, the more likely it will be remembered.
2. Identify Your Ideal Customer
Who is this person you want to turn into a customer? You need to create a detailed profile for your ideal client to know what to serve them. Consider age, gender, location, work, educational level, parental status, dreams, fears, hobbies, etc.
For example, selling genuine leather Oxfords for 40-something business executives offers a more specific pathway.
2. Capitalize on Emotions
“Stories sell. That’s why vintage things are pricey. They stir emotions by connecting the present to the past.”, explains Lincoln Beck, a marketing officer at bizhero.online.
Understanding the needs and wants of your target market is the only way to craft a brand persona that appeals to them. Your brand should show how your products or services can help them achieve their desired state.
3. Branding and Positioning Are Different
Although they are linked to each other, branding and positioning, have distinctive differences.
Positioning is how your brand occupies a space in the mind of customers. It has to be very specific for your brand to stand out in the crowd. Your brand position is the sum of values, dreams, and ideals and drives the customers to choose you among a sea of options.
For example, Nike is not just selling sportswear. The brand positions itself as a representation of innovation, determination, and performance. So people (particularly athletes) who share Nike’s values, dreams, and ideals voluntarily campaign for them.
4. Take Advantage of the Testimonial Economy
We’re in an age where we don’t listen to businesses anymore. Instead, we try to learn about them through comments, likes, shares, Google ratings, etc.
Building a community of genuine customers that can share their experience with your brand online.
5. Be Consistent
Successful brands have kept their promise of a particular experience. As a result, they have throngs of loyal customers who willingly advertise for them. Did you know that brand consistency across platforms can increase revenue by 23%?
If your brand personality isn’t consistent, customers cannot relate to you. Make sure that your persona reflects in every customer interaction to solidify your position in the market.
Juno is a team of creatives with a passion for design. If you’re unsure how to effectively connect with your target market, call us!