Brand building for your company or business is not an easy feat. It requires a lot of creative input and effort to create something that sets you apart and represents who you are and what you can offer. A lot is riding on your business brand, as it is a measure of how your business is perceived by the consumer and inevitably affects your sales and business model.
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Individuals are inundated with information and ideas for their business branding. However, they rarely know how to execute them leaving them confused and frustrated. Here is your complete guide to building a brand.
What Is a Brand?
The branding for your business is not just its logo and name but the public perception that allows it to stand out from the competition. Amazon founder, Jeff Bezos eloquently said, ‘Your brand is what people say about you when you are not in the room’.
Much like personal branding which is composed of traits like style, way of communication, first impressions, and so on. Business branding includes logo, colors, content, packaging, etc. These factors contribute to how the brand is perceived by its target audience. Business branding provides an excellent opportunity for creative expression and allows one to attract an audience.
Target Audience
The first step to building your business brand is identifying your target audience. Your target audience is the group of individuals your products or services are catered to. You need to understand your target audience and potential competitors. Your business cannot appeal to everyone and offer everything right? Therefore, it is important for your branding to reflect that and reflect who it is.
Create a buyer persona for your ideal customer. This should include details like age, gender, occupation, and income. You can also dive a bit deeper and characterize the motivation behind their purchasing decisions, pain points, desires, preferred influencers, etc. This will help you design a brand strategy relevant to this population.
Brand Vision
Renowned author and leadership expert, Simon Sinek very aptly said ‘People don’t buy what you do; they buy why you do it and what you do simply prove what you believe.’ Your brand vision or mission is essentially your why. It is the motivation behind doing what you do and why you do it.
Your brand vision expresses what your business or organization supports and is passionate about. It includes the core values that govern your business. The brand vision is important because it will become a driving force behind your business, 866 Spectrum provides consumers a reason to place their trust and support in you, and in the future, it might become something your brand is known for.
What Sets You Apart?
The biggest question to ask yourself is what sets you apart from the numerous other businesses and companies offering the same service. What is the novelty value in your business or service or the way you conduct business? It is important to highlight these factors and aspects in your business brand strategy. These will become the strongest business tactic to connect and engage with an audience.
Brand Voice
Your brand voice is essentially how you connect with your target audience and how they reach back to you. It will vary according to industry, product, and company mission. Your brand voice could be defined as professional, conversational, casual, formal, friendly, technical, promotional, and in various other ways. You need to select your brand voice that makes sense for your brand image. It is important to be consistent in your brand voice.
In Conclusion
Building a brand and growing a business goes beyond a logo and name. It requires consistency and hard work. Your business branding will grow with time. As more customers interact with your business and you learn more about your target audience, your branding will evolve, as it should. We hope this basic guideline can help you start building a suitable business brand.