If you would look for a definition of the word brand in some dictionary, you would probably find the answer that a brand is one company’s identity. The way it’s perceived by its customers and competition. It should be obvious that changing this identity or building it from the ground up takes a lot of time and effort. But is this reserved only for the juggernauts like McDonalds or Apple? No, your company is developing its brand by its very existence. Here are a couple of tips that should help you do that properly.
Decide how you want to be perceived
This may sound superfluous, but before you even start thinking about some more concrete actions, you will need to be 100% sure what your brand needs to be. To come up with the answer to this question, do a quick market research and see where your company has the best chance of succeeding. Once you know to whom you are reaching out, you will be on the right path to discovering which core values you need to embody.
Embody the brand’s story
According to branding experts from Studio X, “brands, like people, are defined by what they actually do, not what they say they do.” That is why your company needs to embody the story it chooses to run with. Embody its actions, marketing messages, and even the look of the premises. The change doesn’t need to be excessive or jarring, but it has to be thorough and consistent, or the customers will quickly see through the cracks.
Make the brand visually appealing
Defining the appealing visual identity is one of the most important steps in successful branding. To find this all-important visual language your company will be remembered for, start with something simple as a logo, and put it into perspective. Imagine how that logo will look on your website, product package, app or a billboard. Figure out what imagery enforces the message you are sending. Try to make it timeless. When you finally come up with a solution, you will have all the important design blocks for building the rest of the house.
Establish yourself as a trusted authority
Now that you’ve laid the foundations, it is time to start a blog that will discuss the industry-related topics, and establish your company as a reliable industry authority. This blog won’t only serve as a cornerstone for the later SEO and social media actions, it will also help you further develop your brand’s unique voice and expand its reach to the people who may not necessarily be interested in the things you sell.
Create a strong social media presence
The story is simple – the general audience will more likely stumble upon your social media posts than your website. That is why you need to use social media as the springboard for your content. Before you go on the offensive, though, see which social networks suit your business the best. Once you find your target audience, do your best to maintain a consistent, two-way communication, engage the followers with various actions, and invite shareable user-generated content.
Use the freebies
Try not to look at freebies only as a way to quickly put the brand in the public eye by offering free stuff. Free branded products are a very powerful tool that can be used for a variety of different marketing purposes, ranging from guerrilla actions to social media giveaways and calls to action. As long as you’re creating buzz and gathering valuable feedback, the money you have spent will be money well spent, regardless of the amount.
Have a killer customer service
Finally, an unparalleled customer service will go a long way in helping your brand to stand out from the competition and start the much-needed positive word-of-mouth. The recognition you will earn simply by being there for your clients when they need you will establish you as a professional who stays true to the promise. And in the words of Coca-Cola CEO Muhtar Kent, “a good brand is a promise kept.”
The story of branding is much bigger than this. But now, you have the key plot points. What’s really important is to make all these elements work together and build upon each other in order to work. And never stop growing. Great brands are timeless, but never immobile.
Author Bio: Cooper Klein is an entrepreneur with a degree in Marketing and a regular contributor to SmoothDecorator. In order to spend more time with his family, Cooper decided to take a break, and he’s currently working from home as a blogger. You can find him on Twitter.