Executive Chronicles |
Brand building is an essential part of creating a successful business. Well-known brands become part of the public consciousness. You know you have made it when people only have to see your logo and they can name the business. The trouble is that building a brand is not easy. It takes time and effort and setting up a website using certahosting.co.uk is only one piece in a much larger puzzle.
There are many benefits to brand building. Once customers recognise your brand, they become more loyal. In time this will lead to better sales and help you differentiate your business from your competitors. A strong brand can even protect your business when times are tough, as customers tend to return to brands they know and love rather than trying an unknown brand.
Now that we have established the benefits of building a brand, here are some tips to get you started.
Define Your Brand
The whole point of building a brand is to help you connect with your customers. Think about who your target customers are and what sort of experiences they have had when interacting with the business.
What Does Your Business Stand For?
Hopefully you have a clear idea of what the business stands for. It could be great customer service or top quality products – either way you need to define the parameters of what the business is all about. Once you start promoting a brand, you must live up to any claims you make. So if your brand hinges on the fact you provide a high-end product, customers will not be impressed if it falls apart after a week.
Look at top brands for inspiration. For example, McDonalds is known for providing fast food at a discount price. Would you be happy if you arrived for a snack, only to find that their burgers were now three times the price? No, probably not.
Once you have defined your brand message and aligned it to the core values of the business, be consistent in the messages you send out. Make sure your company branding is the same across all platforms, from social media channels to email signatures.
Check logos and content to ensure it matches your business brand. Even colours and typeset should be edited to ensure branding remains consistent across all media online and offline.
Trademark Your Brand
If you create a distinctive brand message and logo, it is worth trademarking this to prevent other businesses from hijacking your brand message. Speak to a trademark expert for further advice.
Protect Your Brand
It takes a lot of time and effort to build a successful brand, so make sure you do nothing to damage your company’s brand and reputation. As celebrities know to their cost, it only takes a few thoughtless comments or candid photos to wreak a lot of damage.
Hopefully you won’t need to alter your brand once it is established, but if you do, be sure to implement a thorough marketing campaign to promote your new branding to customers.