What is a Brand?
Brands are the identification that differentiates one business from another (through name, symbol etc.). However, today brands can also be defined as the personality they reflect to people in relation to status, emotional characteristics and subjective quality. They give the consumers a perceived knowledge of the product, its quality and uniqueness before they buy it.
Brands give the surety for deliverance of the service as promised by them. For example, Pizza company A claims to deliver pizza within a certain time and Pizza company B claims to deliver most delicious Pizzas. It makes easy for the consumers to identify what they want and which brand to choose for it. It is important for a brand to accomplish the claim advertised by it to attain a good Brand Image. Apart from consistently rewarding the confidence, brands also works towards delivering expected emotional response.
Building a Brand
Know Yourself
Before building a brand, you should analyze what is that you achieve for your customer and how it affects their lives. Where you stand and what is your current position in the market. You should identify your target market and identify their preferences and interests. It is crucial to know opinions of customers as well as employees about your business. Find out what is customer perception about your business, what is the first thing that comes to their mind when your brand is mentioned to them. Are they aware of the services you offer and do they trust your business, product or service? Such research will later help in forming the basis of your brand message.
Know Your Competitors
You should know what your competitors are doing and what are their strengths and weaknesses. How your brand is different from your competitors and what is your brand’s position as compared to them. Find out what your competitors are missing and what you can do to achieve it.
Define Your Goal
Once you know your current status as well as that of your competitors, you can start defining your goals. You should have a clear idea of what do you aspire your business to become. Define your goals on a timeline, divide your plans in phases and set targets with deadlines. While setting up goals, one shouldn’t forget to keep them relevant to consumer needs and preference.
Personalize the Looks
This is one of the most important parts of Brand Building. All major brands have unique visual and verbal identities such as logos, fonts, slogans, etc. Design every aspect of your brand and make sure that they match each other. This will help create a personality that encompasses all the characteristics the brand is supposed to have.
Protect Your Brand
Register your brand in the key market you are entering. Measures should be taken to prevent your brand from being confused with other similar brands as it can result in loss of business. Hire a good lawyer to help you with legal formalities.
Deliver the Branded Experience
Establish your brand with strategic thinking and careful use of resources like SEM, PR, online advertising, blogs, influential advisers and strategic email campaigns. The brand experience totally depends upon how consistently you present your brand. It should be instilled into all your products and services; and at every customer touchpoint. Customer’s notion of your brand is formed with their first experience with your company, products or services. Every customer interaction is a chance to enrich the brand.
Evaluate your Success
Evaluate performance of your staff from time to time. Hire a third party quality analysis team to keep a track of the quality of your products and services. Provide your clients with feedback forms after every project. Request feedback from your customers and find out if your products and services are meeting their expectations. Add feedback form to your website. You can also carry out surveys to find out any change in customer preferences.
Extend your Brand
Offer new products and services from time to time to keep your brand relevant to the target audience. Modify looks visual and verbal identities to relate to changing needs of the consumer. However, make sure that the brand message is delivered consistently. If you are introducing a new product or service which doesn’t lie under your brand values, you should launch a separate brand for it.
