1. Conduct Market Research Although you may have a firm perception of what you want your brand to be and how it should be perceived by your audience, your brand identity is in fact formulated in the perceptions of your audience. Essentially, your brand is not what you say it is, but rather what your audience say it is. Consequently, it’s crucial to conduct market research to understand how your brand is perceived by your audience, so you can grow and develop your brand accordingly.
1. Branding Building Blocks When creating a brand, it’s important to follow these simple steps to ensure your brand is robust and effective:
Have a memorable branding (logo, slogan, colour scheme)
Create useful content (don’t create content for the sake of it, create content your audience want to utilise and engage with)
Empower your customers
3. Amplify Your Website with Social Channels You should use social channels to amplify your website. You can do this by sharing your website content on your social channels, thus encouraging your audience to not only visit your website, but also engage with your content and brand.
Social Media presents an avenue to hone your content marketing skills. Simply create content that is both relevant to your brand and of interest to your audience and share on your social channels - you will soon see engagement stats climb!
4. Consistency is Key Consistency => Brand Identity => Brand Recognition => Brand Loyalty If branding is consistent (consistent logo, slogan, colour scheme, products & services, content output, tone of voice, etc.), then the audience are more likely to recognise that brand.
Following that, if audiences recognise a brand, then they more likely to use/trust that brand, resulting in brand loyalty. Consequently, consistency is key.
5. Reflection & Value It’s important to reflect on your brand, products and services and even more important to ask yourself these questions:
What sets my brand, products and services apart from my competitors?
What value does my brand, products and services bring to my audience, and how does that value differ from that provided by my competitors?
How does the price of my products and services reflect the value the audience receive?
How does my brand, products and services benefit my audience?
What could I do to improve my brand, product and services?