Branding is critical to the success of any business. Many people believe that establishing a brand is instantaneous. It takes hard work and much effort over months and years to make your brand a household name.
Without branding, though, you will not be able to attract new business to your company. Branding is not just coming up with a name for your business. It involves micro-processes and strong marketing to complete the task.
Also, you must continually be promoting your brand even when it is established. Here are the fundamental steps that you should take when it comes to branding.
Step-by-Step Guide for the Branding Process
Before you begin, you should carefully plan your branding strategy. You will want to carve your niche in the world of business. Proper branding alerts the right customers to your company. To start off the branding process, you have to craft a vision statement, set goals and establish a purpose of your business. This serves as the foundation to where your business is heading via branding.
After establishing your business statement, you should develop a brand definition. You have to be as specific as possible when defining your business so that you will target the right customers and be advertising in the right place for your audience. From there, follow these steps.
1. Create a skill inventory
Jot down the skills where your company excels. These qualities are the ones that will mold your company. The next time consumers will encounter your brand, the following skills should be the ones that will come to their minds as your company’s image.
2. Assess customer’s needs
From the list that you have, identify customers’ needs that you can address through your strengths. These skills will become the reason why customers come to you. Even if the demand rises, your company should still be able to provide the expertise despite this development to keep customers happy.
3. Try to stand out from the rest in the industry
If you stick with what everyone else is doing in your industry, you are unlikely to stand out among your competitors. You want to do something different and targeted. For example, if you are a business consultant and you love dealing with animals, you could be the business consultant for animal companies, such as pet-sitting, groomers and vets. That will give you a niche market within the business consulting industry and make you stand out among the rest.
You have to be creative enough to take a different marketing approach or provide services and products that have a slight twist compared to what others do. You do not have to pick extremely unorthodox methods, but you have to set standards that will differentiate your business from the rest. You also should know what makes you different and better than the rest. This is the toughest part in the process of branding that you really have to do some brainstorming with your partners if you have any or take advice from colleagues to help you find your niche.
Even though you want to achieve clarity and be well-defined by the branding process, you would not want to put your business inside a box where there is no room for growth or innovation. You have to consider a perspective where you envision your business to find new directions in the future and the process of branding should consider this factor as well.
4. Don’t forget a logo
Businesses beginning often forget to hire a graphics designer to create a unique logo. A picture tells a thousand words. A good logo sets you apart from the pack and gives people something to remember that is linked to you.
When you are beginning, you can get a logo inexpensively through online sites, but because you want that logo for many years to come, you should spend the money to get it done right and well.
5. Create a tagline
When you are promoting your business in person, you need to have a slogan or tagline that you can say off the top of your head. This is important for branding because, like the logo, it will help your customers remember you. It also will help networkers remember you to refer their clients to you.
Plus, it is something you can say in one sentence that describes your business. People don’t have a lot of time to listen to you. Therefore, to be effective in branding, you have to be able to say what you do in one sentence, 30 seconds or less.
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