Brand building is the process of generating awareness of your brand through marketing strategies and tactics, such as SEO. Despite what some people think, building a brand requires a lot more than communication and exposure. Brand building encompasses everything that consumers know, feel and experience with regard to your business.
Whether you have a marketing team or work with an advertising agency based in Utah, these five brand building strategies will help your brand grow.
The first thing you need to do, and the most critical step, is to define your brand. Create a checklist of your company’s greatest strengths. When writing or posting content, go through this checklist and make sure that your writing reflects your company’s strengths. By reflecting your company’s strengths in your writing, consumers will be able to clearly identify and define your brand.
Your brand values are also an important aspect in defining your brand. Show consumers that you care about the environment and society by supporting local and national organizations. Depending on the industry you’re in, you could even vow to use as much recycled material as possible or conserve energy and water.
Differentiate and Position
If you want your brand to stick out, you need to differentiate and position your brand. Why should consumers buy your product? How is your product better than competitors? Pinpoint the unique advantage that your product has and use that to position your brand in a way that helps customers see why your brand is better than the competitors’.
One of the main duties performed by marketing firms is helping brands differentiate and position their products. If you don’t show consumers how and why your product is unique, how can you expect them to buy it?
Building your brand takes time and consistency. Create a voice for your brand using blogs, forums and social media sites. By creating a voice for your brand and consistently posting content, you will help your brand grow because people will start to recognize your brand.
Another important aspect of brand building is developing a brand personality. Your brand personality affects how consumers think and what they say about your brand. This is what drives people to identify with your brand.
Give your brand an identity. Engage with consumers and let them see and experience your brand’s personality. Create a brand that consumers want to identify with and provide them with the opportunity to co-create the values of your brand. This will help consumers feel like a part of the brand and give them a reason to engage with your brand.
Marketing agencies constantly review their client’s brands and how well they’re doing. The fact is that brands have their ups and downs. Sometimes, brand strategies will work well and your company will benefit from it, and other times they fall short. Don’t become discouraged if your strategies don’t seem to be working; look for new opportunities and ways that you can improve.
Like any good advertising agency, consistently review your brand and find out what’s working. Make sure that you have clearly defined your brand, as well as differentiated and positioned it in comparison to others. Over time and through consistency, your company will grow and your identity will become clearer to consumers.