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Build a Brand

Start with Why

People don’t buy what you do they buy why you do it (we say this a lot). Think first about why you’re in business and your brand and logo should grow from those sentiments. What about your brand is noteworthy Your brand is not defined as what you do. It is defined by what you enable your customers to do. Who are your believers You will only attract believers by talking about what you believe.

When you build a brand, you’re building long-term, sustainable, organic growth. While there is no spot on the balance sheet for “brand,” brand value is an asset that every business should work continually to build.

Therefore, the three primary steps to build a brand should be integrated into every part of your business. Those three steps are:

1. Consistency Powerful brands develop as people begin to believe the brand promise based on their experiences with that brand. Those experiences develop into perceptions and expectations. If your brand doesn’t meet consumer expectations in every customer interaction, they’ll become confused and turn away from your brand in search of one that does meet their expectations in every interaction. Don’t let them get away! Establish brand identity guidelines to ensure your brand is always presented in a consistent manner.

2. Persistence Brands aren’t built overnight. To build a brand, you need to be patient and don’t give up. Continually put out messages and brand experiences that consistently communicate and support your brand promise. This is how you develop brand awareness, recall, purchase intent, loyalty, and advocacy. Entertainment brands provide excellent examples for persistence in brand building. For the Hollywood crowd, any day that a celebrity isn’t in the news is a step closer to being out of the business. Celebrities are trained to stay top-of-mind or they’ll lose their relevancy, their popularity, and ultimately, their incomes. There is a reason why the Kardashians, the cast of the Jersey Shore, and Justin Bieber are everywhere — persistence in brand building.

3. Restraint It can be tempting to extend your brand into new markets, product lines, and regions when the potential to make more money dangles in front of you like a carrot on a stick. However, everything your business does must consistently communicate and represent your brand promise. Therefore, you must exercise restraint.  If you don’t exercise restraint, you could do more harm to your brand and business than good. Don’t give into temptation without thoroughly analyzing opportunities to ensure they are an appropriate fit for your brand.

 

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