It is easy to calculate the physical value of the products, but its worth in a marketplace is determined with the customer’s perception of the product.
With that said, laying the foundation of a successful brand is one of the most pivotal aspects of the business. It is essential to build the value of your brand and communicate the business value to your customers to achieve success in your industry. Let’s make things more interesting with this riddle.
I am a trustworthy, comfortable, and trendy brand. Who am I?
The statement itself seems to be too generic. There are no clues that can set the brand apart from all the others in the market. Let’s add some more clues in it.
I have a simple and distinguished design. I am known by my famous three stripes!
By now, you must have guessed the brand with the given clues. The first clues were too generic. It was clear that it is a shoe brand, but it wasn’t much known as to what brand it was related to. However, with the second clue revealing the three stripes design, you must have guessed it in a jiffy that the brand mentioned here is Adidas.
From this riddle, it can be deciphered that, like humans, a business identity can make it easier for the customers to relate to the brand. It becomes the foundation of the brand’s voice, business values, and awareness among the customers.
Today, thanks to the resources and tools available on the internet, a business doesn’t have to break the bank to make a brand identity. So if you are a small business trying to get the word out, here are seven steps to build a brand when you are on a budget.
1. Create a brand persona
Being in business, chances are you already know that knowing the audience is the key to creating a brand message that can appeal to them. A great way to know your audience is by creating a buyers’ persona. It is a fictional representation of your ideal customers and helps in understanding there values and characteristics.
A buyers’ persona represents the challenges of the customers and how your brand can solve their problems. A buyers’ persona contains the basic demographics of the audience, including age, education, preferences, and more. The information you collect about your prospects dictates how you convey your information and services to the customers. Not just that, it also explains the media channels they use and their motivation to purchase your product.
2. Develop a brand and cultivate your brand voice
Once you have identified your business prospects, it is time to create a brand identity and the tone in which you conveyed the information about your brand.
Similar to creating a brand persona, creating a brand identity and building a voice requires research. However, instead of asking questions about the audience, you’d be asking questions related to your business products and services which can give you an insight about your brand: the values of your company, how do the people talk about your brand, and what does it represent?
By answer all of these questions, you can create content that focuses on the collected information and supports them. Craft emails, blog posts, articles, social media posts, and more content that can reflect upon the missions, goals, and values of your business.
3. Make sure to be consistent on social media
Creating a brand doesn’t only depend on knowing your brand and audience, but it is also important to maintain consistency in creating messages that connect with the audience through various mediums of marketing.
Since you already understand the needs and requirements of the audience, you need to figure out where they are spending most of their time on social media. To be successful in making a brand identity, it is best to find out where your audience hangs out. It helps in reaching out to them and interact with them. The best way to do this is to keep the competitors in mind. Understand their social media activity and the platform they use to strategize your social media marketing campaign according to the collected information.
In addition to that, try to understand how your audience interacts and communicates on social media. For example, if your audience uses Facebook, make sure to focus on a strategy that can communicate with the audience on the platform.
To be successful in making an impact on the audience, make sure to maintain a calendar, and scheduling social media to be consistent in marketing.
4. Start a Blog
Blogging is a significant step in inbound marketing that cannot be ignored. Blogging helps the brands in reaching out to the customers that fit your buyers’ persona and can deliver information in a creative way. Make sure to keep your blogs relevant to the customer’s queries. Conduct keyword research to find what your customers are looking for and create blogs that provide the information they need.
Where blogging is an inexpensive way of reaching out to the audience, it sure is time-consuming. You need to make sure that your blogs deliver quality information and can resonate with your ideal customers. For example, if you are an e-commerce platform selling top brands for women handbags, you need an engaging blog that may tell your audience more about the brands you collaborate with.
To be successful, make sure to maintain a content calendar that can help in time management and deliver fresh content that is relevant to your business.
5. Prioritize customer service
Bear in mind that the recognition of a brand is earned and not paid for. It is made from something extraordinary that people talk about when they hear the name of your brand.
It is likely that when a person is shopping from a new website, they first see the reviews of the website before making a purchase. If the reviews read, excellent customer services, fast shipping, and high-quality products, the customer will be more inclined to make a purchase.
This, again, depends on your brand identity and voice. As you work to make your brand, make sure to deliver the values that can make customer experiences, such as better services, a brand’s culture, and the voice that influences the audience to make a purchase.
Introducing a brand takes up a lot of effort for a business person to do it right. However, if you don’t make the right impression on the audience, then all the efforts are naught. This is where strategizing your marketing efforts is important to be successful in reaching out to the audience. Execution is the most important step among them all. Bear in mind, successful execution of the marketing plan can establish communication between your brand and the audience while maintaining the consistency in your brand message.