Branding Starts With Asking Questions About Your Business
Building a prominent brand is not an easy task and is done through a branding company. Questions need to be answered, such as: “What will my brand look like?”
“How will my brand be perceived by others?” “How will it make people feel?” and “Will it penetrate my target audience?”
These questions will arise as you begin to think about how to connect the products or services you sell to the target audiences you are trying to reach. Whether you are a start-up business or an existing business that wants to rebrand itself, here is everything you need to know about building a brand for your business.
What is “branding”?
A brand is not just a name and logo that sets you apart in a market saturated with competitors. Your brand is the way people perceive you wherever they interact with the business. What type of business do you have and what do you need to brand? If you are a food contract manufacturer, you need to work out who your target audience is and what graphics will help advertise your brand. The purpose of branding is first and foremost to differentiate you from the competition and provide you with a marketing toolbox. When we think about it, people also have branding, each of us has a name, face, style, we communicate differently, we leave a different impression on different people. Also, businesses have names, products, services, logos, brand-identified colors, fonts, media language, and reputation – the way they are perceived by the target audience. In order to build a brand, it is necessary to maintain the consistency and personality that we want to convey in order to evoke the same emotions among the target audiences.
How to build a brand? The process of building your brand basically comes down to 9 key steps:
- Research your target audiences and competitors
- The choice of the personality I want to convey (archetype)
- The business vision
- Choosing your business name
- Writing the slogan for your business
- Choosing the visibility of your brand (colors and font)
- Design your logo.
- Graphic design according to branding
- Maintenance of the brand over time
Look at what your competitors are doing
Check out their website and social networks. Use Google Trend to map seasonality and competition and understand who your potential customers are, rank from high to low. You should also use Facebook Audience Insights to analyze your target audience: hobbies, interests, education, profession and conduct preliminary strategic research is necessary in order to target and differentiate your brand.
Your brand may not suit everyone, it is important to target your brand to the relevant audience you want to reach, think of it as a character who has a unique style and personality. Formulate your positioning definition in one or two sentences, ask yourself what the marketing goal is that motivates you and deduce a marketing goal from it. Before you begin to formulate your positioning definition, you need to identify the three key components of your business:
- Differentiation, my unique selling point
- What words and metaphors describe my business?
- What values does my business represent?
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