What is brand building? The definition of brand building is to generate awareness about your business using marketing strategies and campaigns with the goal of creating a unique and lasting image in the marketplace. Positive impression + standing out = brand success. The amplification of your brand image can be done effectively through various digital marketing activities: • User Experience • SEO & Content Marketing • Social Media Marketing • Email Marketing • Paid Advertising (PPC) Together, these channels are fundamental to gaining brand awareness and growth . There are four questions you should ask yourself when defining a brand purpose: • Why do you exist? • What differentiates you? • What problem do you solve? • Why should people care? Therefore, What – the products or services you offer to your customers? How – the things that differentiate you from the competition? Why – the reason you are passionate and why you exist? “People don’t buy what you do; they buy why you do it ,The goal is not to do business with everybody that needs what you have The goal is to do business with people who believe what you believe.” 1. Discover the purpose behind your brand. 2. Research competitor brands within your industry. 3. Determine your brand’s target audience. 4. Establish a brand mission statement. 5. Outline the key qualities and benefits your brand offers. 6. Form your brand voice. 7. Let your brand personality shine. 8. Build a brand story and messaging. 9. Create a brand logo and tagline. 10. Integrate your brand into every aspect of your business. 11. Stay true to your brand building.
DATA AND MARKET ANALYST
Research competitor brands within your industry, You should never imitate exactly what the big brands are doing in your industry, But, you should be aware of what they do well (or where they fail). The goal is to differentiate from the competition & convince a customer to purchase from you over them! We’re always thinking about how to make a brand stand out from what’s out there already. Don’t skip this step in the brand building process. Research your main competitors or benchmark brands. For instance, study how well they have gone about building a brand name. Creating a brand competitor research spreadsheet is the main point, Competitor research is a key element of your own brand development, Start by creating a brand competitor spreadsheet for comparison. • Is the competitor consistent with messaging and visual identity across channels? • What is the quality of the competitor’s products or services? • Does the competitor have customer reviews or social mentions you can read about them? • In what ways does the competitor market their business, both online and offline? Customer Market analysis depends on: • Age • Gender • Location • Income • Education Level • Motivations • Goals • Weakness points • Influences • Brand affinities
Outline the key qualities & benefits your brand offers. There will always be brands with bigger budgets and more resources to command their industry ,Your products, services, and benefits belong solely to you ,Starting a brand that is memorable means you dig deep to figure out what you offer, and no one else is offering. Focus on the qualities and benefits that make your company branding unique. Assuming you know exactly who your target audience, give them a reason to choose your brand over another. It’s important to note that this is not just a laundry list of the features your product or services offer to the customer or client. Think about how you provide value that improves consumers’ lives (outcomes or results that are experienced). • More authentic and transparent customer service • A better way to support productivity • Reducing costs with a more affordable option • Saving time on daily tasks
When building a brand, tell customers succinctly who you are ,Use the business voice you have chosen for your brand ,Your messaging should be intricately associated with your brand and conveyed consistently ,This part of the brand development process goes beyond your logo and tagline to define the key aspects of: Who you are What you offer Why people should care A brand story is an opportunity to communicate on a human level, making a direct emotional connection with your consumers. What this means, is that the language you use should be understood immediately while striking an emotional chord. Make it simple and clear. Most importantly, when creating a brand story, address not what your product can do…but why it is important to your customer.
When you think about how to build a brand, visuals probably come to mind first. We haven’t even talked about these until this deep into the branding process! This step may be the one where you need help with creative execution. The most exciting (and arguably the most important piece) of the brand building process, is to create a brand logo and tagline for your company. This logo will appear on everything that relates to your business. It will become your identity, calling card, and the visual recognition of your promise. So be willing to invest the time and money by creating something exceptional to reinforce the visual identity for your business. A strong brand style guide will include the following things: Logo size and placement Color palette Typography and fonts Iconography Photography/image style Web elements
SEO and Content Marketing, One of the most effective long-term ways to increase brand awareness and generate relevant organic traffic to your website is search engine optimization (SEO) and the right content. There are many ways to achieve positioning in search engine results, Aim to develop a comprehensive strategy addressing the major search engine ranking factors, as well as creating highly valuable content that satisfies user intent. A defined content marketing strategy will help you better connect with your target audience and support them through their customer journey—building brand trust to ultimately result in conversions. Most importantly, the foundation piece for your SEO and content publishing efforts will always be your website’s blog. When building a blog for your brand, you’ll want to consider: • Which content will resonate with your target audience? • How will the content get found in organic search results? • When is the optimal frequency and scheduling of publishing? • What is the plan for promoting the content?
SOCIAL MEDIA PLATFORMS
How can your brand best educate, communicate and engage with customers and clients through social media. Social media marketing best practices include the following activities: • Curating relevant content • Publishing original content • Engagement and community building • Paid advertising A well-defined social media strategy will help determine what to achieve in order to better connect with your community. Every brand should be represented consistently across all social media networks via the posting of relevant, high-quality content. With social media, your aim for consumers is first to gain trust. Then become loyal. And then, advocate for your brand’s products and services.
Think of your email marketing list as your most close-knit community, and treat your subscribers as such. You can build a brand subscriber list through various opt-in forms on your website, such as: • Pop Ups • Sidebars • Scroll Mats • Slide-ins • Lead magnet forms • Landing page forms The right content, at the right time, to the right person is critical for driving traffic to your website and increasing conversions from email. What’s more, not all email messages need to be sales-driven, as consumers are in different points of the buyer journey? Use the following types of email campaigns when targeting specific audiences within your marketing funnel. • Promotional (standard/seasonal) • Non-promotional (blog) • Newsletter • Welcome series • Drip campaign • Cart abandonment (eCommerce)
PAID ADVERTISING CAMPAIGN
Building a successful paid advertising campaign for your brand comes with a unique set of challenges. There are multiple elements that contribute to the overall effectiveness of your pay-per-click (PPC) ads. A strong paid ads campaign on platforms such as Google Ads or Facebook relies heavily on: • Smart paid advertising goals • A well-defined target audience • Clear organization / campaign structure • Tracking performance meticulously • Compelling creative copy and design • Split-testing for optimization • Using the right keywords Paid advertising alone can drain your budget…once the ads stop, so can the leads and sales. The allure of paid advertising is that it can yield quick short-term results. It is certainly effective, however, you’ll want to do PPC in conjunction with all of the above inbound marketing channels for long-term ROI.
Building an extraordinary business brand requires organization, planning, and process, tools, resources, and services that can elevate the growth of your Brand. • Brand Identity Breakthrough - How to Craft Your Company’s Unique Story • Designing Brand Identity - An Essential Guide For The Whole Branding Team • Building a Story Brand -Clarify Your Message So Customers Will Listen • The Hero and the Outlaw -Building Extraordinary Brands Through the Power of Archetypes Branding can be one of the most significant things you can do for your new or existing business, A solid brand building process can transform your business from a small player into a successful competitor. You’ll discover that your customers will develop a deeper level of trust for your brand, and be more likely to purchase what you are selling. Therefore, always develop a consistent message and visual identity to reinforce your mission. Integrate your brand into every aspect of customer experience: from your storefront to your website, to your personal interactions.