The main difference between a business and a brand is that the former is a legal subject and the latter is a marketing phenomenon. Anybody can register a business, but it doesn’t mean that they can turn it into a brand. Becoming a well-known brand takes a lot of hard work and a pinch of some special ingredients. In this article, we’ll present some of these marketing spices that will help you build and position your brand.
Using storytelling in a brand-building campaign is a powerful and beneficial strategy. People always like to hear an interesting story. However, business owners need to be aware that storytelling is a skill, just like any other marketing skill. So, don’t give up on storytelling only because you think that your business story isn’t exciting enough for people. The sole fact that you’re sharing your original story with them is already an important thing.
Therefore, describe how your business came to existence and explain how you overcame the initial obstacles at the beginning. This will inspire other business owners and potential clients to follow your story and pay attention to your brand.
Define your mission
Every business has a certain goal or plan. That’s why it is important to define your mission even before you launch your venture. This special statement needs to refer to the benefits your business will bring to its customers. Also, it should explain what you and other owners want to achieve with this business. Remember that you should say how you’re planning to treat your workers and make it perfectly clear how your business will benefit the local community. All these elements will help you elevate your business to the size of a brand.
Scan the market for trends
Building a brand is a process that can’t be separated from the environment in which this brand will work. In other words, you can’t expect to develop a brand if you don’t follow the current affairs in the niche. Therefore, follow the top companies in your niche on the Internet, visit relevant trade shows, and read publications referring to your industry. Perhaps all these inputs will give you a completely new idea.
According to a bachelor of arts degree in product design, brand positioning on the market is hugely influenced by design. If you don’t see how your rivals are doing it, you’ll have no base for your branding. Therefore, listen to the pulse of the market and adapt your branding efforts to it.
Resolve customers’ dilemmas
When you’re beginning your business story, you need to inform your potential customers why they should choose you. One way to do it is to include this strategy in your mission statement. Another practical way of resolving your customers’ dilemmas is to offer some practical deals. For instance, if you use recycled or eco-friendly materials in your products, stress that out. This will draw those ecologically aware customers to your brand. Also, let them know about your return policy. If it’s more flexible than average, they’ll listen to you. Finally, prepare some special deals and offers that will convert people into your customers.
Find your marketing voice
Depending on your target audience and products, you might want to address both offline and online audience or only Internet users. You need to find your marketing voice when you’re putting your business on the list of recognizable brands. This means that you should find both the right medium and the right messages that will resonate well with your audience. For instance, businesses aiming at younger audiences will focus on Instagram. Future brands with drivers as a target audience will opt for billboards and radio commercials.
Set your scope
Are you trying to build a local brand, or do you want to become a national or even global business player? Even though it might seem a ridiculous question for a new business owner, the answer to this question will set the pace of your brand. Businesses aiming only at online audiences should take a broader picture into account, especially if they’re offering online services. On the other hand, more tangible ventures focused on practical services should set the right local scope.
Positioning your brand today is no cakewalk. The global competition is harsh and local markets are saturated with all kinds of services. But if you deliver cutting-edge services while telling an original story and pack it in a unique design, you’ll be more likely to reach success. So, try to be as authentic as possible and provide practical benefits for your customers to become a respected and renowned business brand.
Jennifer Hahn Masterson is a senior business strategist, holding an MA degree in business communication. She is always doing her best to help her clients find their place in the ever so competitive business arena.