February 26

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How To Build A Strong Brand

By John Brewer

February 26, 2020


All of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You.

– Tom Peters in Fast Company –


OWN YOUR BRAND!

Building of brand is not as easy as people think, there are numerous things involved. This article outlines some of the key decisions you have to take while building your brand.

Choosing a Name

A lot of companies usually pick a name at random for their business and they often regret the mistake later. The name of your company is the foundation on which you intend to build your brand. When you get it wrong with your name, you are already a step towards failure.

Here are some important things to consider when choosing a name for your business. Consider your mission statement, vision statement, and your business plan. They all have a role to play in your choice of name. Think of the message you are trying to pass with your business name.

You want a name that is easy to pronounce. It is also a good idea to choose a name that will easily stick to people’s minds. The name should be related to your products and services. The length of the name also matters. Shorter names are easier to pronounce and remember. Consider all the factors above and brainstorm on the name you want to use.

Designing Your Logo

Although a lot of companies currently operate successfully without a logo but those companies would be better off with it. Coming up with a nice logo requires a lot of innovation and creativity so you may need to seek help on that.

An important part of logo design is the color schemes on your logo. In case you are not aware, about 93 percent of shoppers make purchase decisions based on logo color and visual appearance. They are more inclined to patronize the company whose logo is designed with their favorite color. This means you should choose a color that is loved by most people.

To make your logo catchy, you may need to use bright colors. Most importantly, different colors have different meanings. Here are the ascribed meanings of some colors.

• Red color symbolizes danger, heat, passion, and energy.

• Orange implies innovation, creativity, and modernization.

• Yellow indicates warmth and friendliness but it also indicates weakness or cowardice.

• Green indicates freshness and growth.

• Blue is the most used color for logos because it indicates sincerity, integrity, and professionalism.

Think of Your Brand Message

What exactly do you want your customers to know your brand for? Are your products and service built around foremost technology? Are you building a premium brand for the selected few? Or do you want your brand to be known for affordability?

Whatever it is, your brand message should be an offshoot of your vision and mission statements. Your brand message is the foundation on which your brand will be built. So, you need to take the time to come up with great brand message that supports your business.

Strengthen Your Brand with Merchandise

You need to act and live your brand. How your sales people answer customers, their attitude, and what they wear all collectively promote your brand. You could also pay for merchandise that supports your brand. If you can afford it, you can design a uniform for your employees.

You could also buy some promotional items and brand them with your logos. All these will promote your brand. In order words, you should integrate your brand with all the efforts.

Create a Voice

Brands speak. Everything about your brand should also pass the same message. Take Apple for instance, the brand passes the message that they offer technological superiority over other competitors and they believe that technology is not cheap.

Rolex is another brand whose message is similar to Apple’s message. Rolex is just for the selected few who deserve to be in the “Rolex” class. So, you should create a voice for your brand too. You may also develop a tagline or catchphrase that passes the same message. Apple’s catchphrase is “think different” while that of Nike is “just do it”.

Make Promises and Deliver Them

The most successful brands are the ones that keep making promises and also deliver all their promises. A very good brand promise is the one made by IBM and the promise is to build a smarter planet. It is needless to say IBM has been delivering the promise for years.

Another good brand promise is that of Disney. The brand promises to continue to create happiness through magical experience. Are they not fulfilling their promise? The advent of virtual reality and augmented reality technologies have made it even easier for the brand. However, don’t promise what you cannot deliver. A brand without a promise will fare better than a brand that fails to deliver its promise. Such a brand has integrity issues.

Consistency Matters

You don’t only need to deliver your promise, you need to deliver it consistently. Apart from that, you also need to maintain your catchphrase, vision statement, mission statement, and brand promise. So, you need to think about consistency when coming up with all of them.

Adopt Customer-Friendly Privacy Policy

In a simple term, this is a statement that declares how a company processes, uses, and stores its users’ data. A common component of the privacy policy of most companies is the declaration that the information of their clients and customers will be handled with utmost confidentiality and will never be given out to a third party without the express consent of the owners of the information. It can be printed as a legal document or stated on companies’ websites.

In conclusion, following the tips above religiously will help you position your brand for success.

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John Brewer

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