If you want to build a successful business, you first have to build a strong brand. An awesome product at a competitive price is great and needed, but those two things alone won’t get you the sales you need to be a profitable business for the long haul—but a strong brand will.
Here’s how you can build an enduring brand to differentiate your company from competitors and drive your business forward.
Know your audience
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The first step is knowing your audience. There’s no point in spending copious amounts of time and money developing a brand without first understanding what’s going to resonate with your target audience. You do this by learning about them, their habits, wants, needs, problems, interests, and motivators. Other important things to know are gender, age, education and income level.
How do you learn about your audience? You talk with them. You conduct surveys, or when you can, talk with customers or clients one-on-one to get to know them personally. Other ways to get to know your audience better include:
- Conducting market research.
- Evaluating competitors that share the same target market.
- Monitoring social conversations.
Knowing your audience allows customers to identify with you. It allows you to define your unique value proposition. And it will give you the information you need to achieve all your brand marketing goals.
Provide amazing products
The next basic step is providing quality products that make your customers happy. Your brand is a reflection of the excellence of your product.
A Forbes contributor said in an article about building a brand that strong brands build a product with a promise. “At the core of any enduring brand is a product, service, or person backed by a promise. … commitment to the quality of a product or service must always come first. You can market, advertise, and aggrandize until the cows come home, but if the priority is not the belief, passion, and unwavering commitment to the quality of the product and the promise it delivers, creating an enduring brand will be all the more challenging.”
An amazing product is one that wows consumers. It’s crafted with quality and care, looks great, works great and solves a problem. And your brand will emotionally connect your target audience to your product.
Find your company’s unique voice
If you were to cover up your logo, would people still know who your company is? Or would you sound just like every other business in your industry? If you create a unique voice, you won’t get lost in today’s competitive crowd.
Too often businesses focus their branding efforts on visual aspects, such as logos and color palettes, how their website and advertisements look. But not every business spends time finding their unique voice. Voice touches everything your brand does, from knowing your audience to crafting what you say and the channels you use to share your message.
To define your company’s unique voice, Ann Hadley, a well-known writer, and content marketing expert, suggests asking yourself the following questions: