What is one thing that revolutionary companies like Apple, Google, Nike, and Coca-Cola have in common? They’ve all become thriving businesses by focusing on building a unique brand that speaks to their audience.
Make no mistake: A recognizable and loved brand is one of the most valuable assets that a company can have. According to a Nielson survey, 59% of consumers prefer to buy new products from brands familiar to them. However, branding is about much more than just slapping on a fancy logo or making a well-placed advertisement.
A successful brand is not built overnight. It takes time and effort to create one that has the desired effect you want in the marketplace. Naturally, you may be wondering how you can achieve this without millions of dollars in your branding budget—a luxury that Fortune 500 companies can typically afford.
Let’s take a look at a few simple yet powerful ways you can create an iconic brand that will help your company grow, no matter its size.
Create a Memorable Experience
Your brand isn’t just about the look of your business, although that is an important factor. It’s about the experience you build for your customers when they choose to interact with your business—how they feel at every point along the journey.
At the end of the day, customers will not remember what you do for them. They remember how you made them feel. Understanding this concept is crucial if your aim is to create a brand for your business that withstands the test of time.
Acquiring new customers and fans is great, but that simply isn’t enough. There needs to be a deeper focus on retaining customers and enticing them to come back for more. It is much easier (and cheaper) to keep a recurring customer than to go out and find a new one.
That’s why it’s essential to let your brand personality shine. Customers aren’t looking for another cookie-cutter company that offers the same thing as your competitors.They are looking for an experience tailored to their needs, backed by genuine personal interaction. This requires that your business be consistent with its brand message along all points of contact with your audience.
Excellent customer service, speaking to your audience directly, and sharing the culture of your business through storytelling and real experiences are just a few ways to engage your customers and help them remember you when they are looking to fulfill a particular need.
This helps customers associate positive emotions with your brand and create a lasting bond. They don’t come to you because you are providing a service—they choose you because they want to. This is the positive shift that any business supported by a great brand can have.
Have a Strong Marketing Strategy
It’s no surprise that having a great marketing strategy is the bridge that connects your solutions to the people who are looking for them. There are many directions to choose from when it comes to marketing. How do you know which ones are best for you?
Social media campaigns, blogging, paid advertising, and email marketing are all proven and reliable methods that can consistently share your brand message with the right people and communicate to them why you’re the perfect choice for their needs.
However, it’s important to realize that digital marketing alone won’t guarantee success—you should also use print media as a way to diversify your outreach and intrigue customers in new, creative ways. By utilizing data analytics, you can identify the most effective customer outreach channels and methods that are working and refocus your efforts to meet your financial and market share goals.
Take the time to experiment and find out what works best. Knowing what works for your brand—and investing your time and money into those specific outlets—saves resources in the long run and gives you a steadier stream of customers.
Quality Is What Keeps Customers
One reason why brands like Amazon have been able to pull so far ahead of their competition is because they focus on the quality and detail of every interaction that happens between them and their customers.
Quality retains customers and creates raving fans. Luxury brands understand this concept well, and it’s why they make every effort possible to over-deliver on customers’ expectations.
You want your customers to tell their friends, family members, and even strangers how awesome your brand is. And you do that by improving the quality of your product or service and ensuring that your brand reflects the same story you want people to share about you.
Whether your brand is leaning more toward affordability or you want to be the next Louis Vuitton of your industry, you’ll need to ensure that the quality of your products and services aligns with your brand image to create and keep a loyal following.
Good Branding Is Universal
The branding process never stops. It’s an ongoing effort to accurately portray what your company represents in the eyes of your customers. Your goal is to create a universal brand that’s consistent throughout all touch points of your business so it can truly stand the test of time.
If a client walks into your office or a customer walks into your store, your brand image should be on display both in the physical environment and through personal interactions.
Tangible marketing materials such as business cards, advertisements, and even product packaging should share your brand. On any digital platform, especially your website and social media, your brand should look the same everywhere, utilizing the same fonts, colors, and messaging.
Your brand is not just about looking the part—it’s about being the part. All interactions, both physically and emotionally, should boil down to one consistent theme: how you want to be remembered.
Branding can be one of the most significant things you can do for your business. Your branding, design, and message can make or break what people think about your company and product.
At B Squared, we know that print materials, among others, are an important part of making a great first impression and a lasting brand. Need business cards, postcards, brochures, or training materials? Get in touch—we’ve got you covered.
We’re here 24/7 to help you integrate your brand into every aspect of your customers’ experiences, from your storefront to each and every personal interaction.