The perks of a strong brand - 5 tips to building your business brand

Thursday, January 19, 2017

Read Jack Reid's latest blog for some useful advice on developing your brand.

 

Branding is central to any business. Whether you are a multinational corporation or a sole trader, a strong brand will give you a major advantage over your competitors. However, without the firepower of a large research budget, measuring the power of your brand can be a tricky task. As a result, the strength of your business’s brand can end up feeling like a relatively intangible part of your business.

Nevertheless, despite this elusiveness, a strong brand is critical to a successful marketing strategy - branding is about getting your core message across to your customers. Branding is the glue that holds marketing functions together, and marketing is about building your brand in the mind of the consumer. Are you the high quality option? Are you the low cost brand? Are you the innovative player in the market? Or are you the experienced one? Your brand communicates your message to the consumer – it tells them what to expect from your product or service.

So with the importance of a strong brand such a key way to offering a competitive advantage, here are 5 top tips from us here at the RMC to build a strong brand.

Know your customers

If your brand is your promise to your customers, you must first identify your customers’ needs. Research, research, research is an essential part of great branding. Branding done right helps create the image you want your audience to have about your company, make sure it is an image that appeals to them.

Differentiate yourself

Creating your brand requires you to think about what you offer as a company. The benefits your product or service brings, and why your product is different. Your brand should differentiate you from the competition, and give a prospect a reason to choose you over your competitors.

Find your niche

A great way to differentiate yourself from the competition is to find your niche. Differentiate yourself enough from your competition and become the go to brand for a very specific service or product. Why compete in a competitive market when you can define your own market and be the brand leader?

Think holistically

Your branding should infuse all aspects of your business. Whenever a consumer interacts with any part of your business, they are engaging with your brand - the tone of voice when a member of your team answers the phone is just as important as the look and feel of your website. Therefore, an emphasis on creating a positive brand experience should be central to all consumer touch points.

Be consistent

Branding works best when your message is clear. Confused branding means a confused message. If marketing is about building a brand in the mind of the consumer, ensure you’re branding is consistent across your business to ensure maximum impact.

If you would like help developing your businesses brand please get in touch. We would love to hear from you.

Further Reading:

A.Reis & L. Reis (1999) The 22 Immutable Laws of Branding

The Basics of Branding - https://www.entrepreneur.com/article/77408