The Three Elements of Business Branding You Need to Master
We often hear about branding, whether it’s about branding yourself, your business, your products or your services. Branding can be applied personally and is the way that a person builds their reputation, or digitally, via web, search engine optimization or social media.
There are so many different definitions of what branding is, but when discussing building a business it’s often most useful to consider this definition; branding is the strategic and disciplined process of building awareness and creating customer loyalty. Branding is about making sure that your brand is visible at every opportunity and expressing why your chosen market targets should choose your brand over another. With this in mind here are some points to consider when analyzing your own business’ brand:
Brand Identification: Who are you? Who needs you? Why should they care?
With many brands selling either the same or similar products or services, what makes a particular market make that choice to choose you? Think about when you walk down an aisle in the supermarket. How do you quickly decide which can of beans to buy? You probably decide by the communication style, the logo and the colors, as well as perhaps price. Not only will visual styling help you to navigate your way through the aisles and grab your attention, there is also a psychological process that, as consumers, we all go through and subconsciously encourages us to buy. Consumers identify with the brand in a meaningful way, by connecting to a set of values that the brands communicate and the consumer also holds.
Building Brand Confidence
Successful brands master the art of communicating their value and the quality of their product and services, building a consumers sense of trust in both the company and what they have to offer.
This confidence is created by effectively communicating their brand promise, giving the customer confidence that they have made the right choice. Think of your brand as a promise… a promise you make to your customers and all other touch points. Before you make that promise, it is imperative that you are able to back it up. You cannot build a successful, long-term brand on promises that you can’t support.
Building Brand Community
Successful brands also understand the importance of bringing together a passionate community of fans who engage and relate to their brand and become brand advocates. Brand advocates will talk about you, and display that ‘brand love’ that will help convince others of your worth too, and, if you are lucky, it happens on and offline. It will come in the form of referrals, likes, reviews, retweets, shares and favorites. And because so many people admit that that they value such opinions when making purchasing decisions, this kind of ‘brand love’ is invaluable.
Your best opportunity to build a brand community is by giving back or providing value to the people who advocate for you. That may come in the form of small discounts, upgraded services or even just grateful social media ‘shoutouts’.
Finally, remember that your brand doesn’t live in a vacuum. Begin to create a narrative for your brand. Be clear about what your values are and strategically position your brand in the marketplace and you will begin to see organic growth of your brand and leverage, which will, with patience, eventually begin affecting your bottom line in a very positive way.Koehler Home Decor is a wholesaler of home decor accessories and unique gifts. Source quality wholesale merchandise at KoehlerHomeDecor.com and find tips for promoting your business on our blog.