Your brand development is the creation of your company story and helps create a connection with consumers. Here’s what it takes to make a brand people love.
Every business needs a recognizable, respectable brand image to succeed in today’s busy world. Whether you operate an online business or run a local storefront, you need a strong brand development to connect with your customers. But where do you start?
If you’re starting a new business, want to redefine your business’ brand, or increase your loyal customer base, this guide is for you. We’ll show you what questions you need to answer to define your brand and how to solidify that brand image with your target audience. Keep reading to learn what it takes to make a brand people love.
Brand Development 101
No matter what industry you’re in, you’re going to have competition. Every business needs a way to separate themselves and stand out. A solid brand development is the best way to attract loyal customers.
Building a solid brand foundation begins with answering a few questions about your company and its customers. Here are a few things to address before building brand development:
Who is Your Target Market?
Your brand development begins with the people you serve. Being specific about your target market can result in much higher rates of return on investment.
Your marketing strategy depends on understanding your customers. The better you understand the groups and demographics you’re targeting, the more effective you’ll be at relating to their needs.
What Are Your Business’ Goals?
Determine the short-term and long-term goals you have for your business. Having a vision can help immensely in the brand development process. Your business may require different strategic development to get you where you want to go, so lay out your vision early on.
What is Your Brand Persona?
Now that you know who you’re targeting and where you want to go, you can develop your brand persona. A brand persona is a set of characteristics specific to a brand. It defines your business, separating your brand from the competitors.
Create a brand persona that appeals to your target market. This involves listing out the distinguishing factors about your products and services.
Ask yourself, what benefits do you provide your customers? What can they expect from your company that they won’t find with the competition?
List the benefits and features that should be associated with your brand. These are they keywords you’ll use in much of your communication to your audience.
What is Your Mission Statement?
With your target audience and brand persona in mind, develop a mission statement that represents your brand. Align your key benefits and features with the consumers you aim to serve. This is the message that you want to come through in every interaction with consumers, whether it be online, in print, or in person.
When creating your mission statement, begin to determine your brand voice. An important part of brand development, your brand voice is the tone in which your content comes through to connect with your audience. Your brand voice should be authentic and true to your values and mission statement.
How to Solidify Your Brand Image
Once you’ve answered your brand development questions and determined a mission statement, it’s time to build your brand awareness. This, in turn, builds your loyal customer base.
Here’s how to promote your business brand to your target market:
Publishing content that speaks to your target market does several things for your brand. Not only does content marketing promote brand awareness, but it positions your business as a source of relevant information that consumers can count on.
Create content that serves your audience. Publish on your business blog and guest post on other popular blogs to attract more consumers. Present your information in trade publications and news outlets as well.
Content comes in several forms: blog posts, articles, videos, podcasts, white papers, newsletters, brochures and more. Experiment with a few of these outlets to see which your audience respond best to. Once you figure out which content types resonate best with consumers, consistently get your brand image in front of them.
Whether you love it or hate it, you have to take advantage of social media. Social media networks are extremely valuable channels for sharing your brand’s content. Keeping up on social media raises your brand awareness and recognition as well.
Because social media is so widely used, being on there as your business expands your reach and ability to attract new customers. Your business becomes more accessible as well. Social media is also a great way to keep your brand in front of existing customers, so they become more familiar with your business.
Remember that every post, image, or article you share on social media represents your brand image. Make sure your mission statement comes through. Social media is an important part of brand development because it is a way that people stay connected with your business.
Search Engine Optimization
An important factor of brand development is Search Engine Optimization, commonly referred to as SEO. Getting SEO right means that your company’s website and social media channels are landing on the first page of Google, Bing, and other popular search engines.
Ranking well for SEO can significantly increase your website’s organic traffic. A large audience will find your company and be pleased when they find that your product or service can fulfill their needs.
Creating Compelling Brand Stories
Brand development is critical to your business’ success. Begin by asking yourself a few questions. Think about your target market and your company’s goal to hone in on what you have to offer. Make consumers aware of your brand by delivering consistent content across various platforms for the biggest reach.
Do you need help creating compelling brand stories? We’re here to help you develop your brand so you can best serve your business.
Your story and brand is the foundation. We start by asking questions and listening to better understand your business, passions, and goals. Then we craft compelling brand stories from what makes your business or services unique.
Let’s talk! Contact us to see how we can help you in brand development.