What do Nike, McDonalds, Exxon and Google all have in common? A brand so strong we can all close our eyes and see it as though it were right in front of us. Now, close your eyes and think about your own business. What do you see? If the answer is a black void of nothingness, then you can be sure that is what your clients see as well.
We all have brands we know and love. We have brands that we are loyal to simply because of the emotional connection we have as consumers with the brand. Think about Apple. There is an entire cult-like following with the Apple brand. I know because I am one of them. Apple has done an extraordinary job at cultivating the market and making it cool to be a part of the Apple way of life. McDonald’s is another example. I am pretty sure we never ate at McDonald’s when I was a child. But I know for a fact, I begged my parents to stop and eat there just about every time I saw those glorious arches.
Developing a strong brand that your clients can connect with is the most important aspect of marketing and growing your business. Read on to learn more about how you create a strong brand for your business.
The American Marketing Association (AMA) defines a brand as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those sellers. Branding is about setting yourself apart from the competition and creating a connection with your target market so that they see you as the only solution to their problem. Starbucks is a great example. Starbucks has done such a tremendous job of branding their product that many people will only drink Starbucks coffee. As a matter of fact, you often hear people say, “Want to go get a Starbucks?” The Starbucks brand has almost become synonymous with the word coffee. To successfully brand yourself, your product or your service, you must understand the needs and wants of your client. Branding is about how your potential client perceives and connects with you, your services or your product.
Brand Objectives
1. Deliver a clear message.
2. Establish credibility.
3. Make an emotional connection.
4. Motivate the prospect to become a buyer.
5. Establish user loyalty.
So, you may be wondering … how do I accomplish these objectives? You first have to define your brand. Spend some time with the following questions. Be honest with yourself in the answers. You may want to brainstorm with your colleagues or partner.
Defining Your Brand
1. Define the qualities of the products and services that your company offers.
2. What solution does your product or service provide?
3. What are the core values of your products, services and company?
4. What is your company’s mission statement and is it in line with your core values?
5. What sets you apart from the competition? What do you offer that is different from the competition?
6. Who is your target market? Who do your products and services attract? Are the answers to these two questions congruent with one another?
7. Does your company have a tagline? How effective is it in communicating your company’s mission statement?
8. Create a personality, character or symbol for your company that represents your products or services. What is the character like? What qualities stand out? Is the personality of your company innovative, creative, energetic, or sophisticated? Is this personality something that will resonate with your clients?
9. Use the personality you created to build a relationship with your target market. How does that personality react to your target audience? Which characteristics and qualities get the attention of your prospects?
10.Using your answers to the above questions create a profile for your company. Describe the personality or character you created with words just as if you were writing a biography. Be creative and very descriptive.
Once you have a solid concept of your brand and feel certain it accomplishes your brand objectives, you must evaluate how effectively your current corporate identity is communicating your brand. Do your clients “get” what your company is all about? What is the emotion your clients experience when connecting with your company? Your company’s brand is the very foundation of your business. Your brand is the absolute center of all your marketing initiatives and is not an area that should be overlooked. Consistency in your marketing collateral and overall corporate culture is vital to the growth of your business.
Once you have discovered your Golden Arches you must implement your branding strategies at every single point of public contact. When you close your eyes and see your brand, you need to feel confident you see exactly what your clients see.
