A brand is a name, logo, design or other feature that distinguishes a company from its competitors in the eye of the customer. The brand is further instilled by consistent marketing efforts that aim to create a lasting impression in the minds of customers. So what makes a successful brand? How do you set yourself apart from the competition?
It’s important to develop a unique identity and value proposition to set your business apart from your competitors. While it’s obviously important to offer a quality product and/or service, effective branding is at the core of companies that succeed and thrive.
Want to build a successful brand for your business? Let’s take a closer look at some key characteristics of a successful brand:
First and foremost, the most successful brands know who their target market is. Trying to be all things to all people is counterproductive and dilutes your brand. Get specific. Who is your target market? What needs, challenges and frustrations do they have? How does your company solve this problem? Understanding your target market is very important as it sets the tone and direction of your marketing efforts. Once you know who your target is, how will you connect with them?
What is distinctive about your brand that sets you apart from the rest of your competition? What unique product, service or selling point are you offering?
Passion is essential for long term success in any business. Genuine enthusiasm and hard work will continue to offer rewards in the long term. If you are passionate and enthusiastic about what you do or the product/service that you sell, consumers see this and share in your enthusiasm. This naturally leads to referrals and word of mouth advertising.
Customers love consistent service and consistent quality. If not, this is one of the major reasons customers will also leave to try your competitors. Your brand also needs to be consistent through all areas of your business from the way your designed your website, to your marketing, customer service and even packaging.
If you want your customers to trust you and commit to your brand, you brand needs to be professional. Use a professional graphic designer, establish a style guide, and determine who you are visually as a brand as this is just as important. Get visual, get consistent and make your brand into a work of art. There are so many design perspectives out there and so many different ways to represent your brand. Find your unique style and what you can offer that is different from your competitors.
Building a brand that stands out is certainly no easy task. It takes time, patience and passion and remember that your brand is not static – it will continue to shape and evolve as your business grows!