Creating a strong brand is a key part of getting your business noticed. If you make your brand appealing, you have a better chance of doing well and making money.
Knowing how to build a strong brand can help you make better marketing plans. This article talks about how to create a brand and gives you 10 tips to do it.
What is brand development?
Brand development is a way to help a business grow and make more money. It aims to make people recognize and like the company’s image, products, and services.
What shapes a company’s image? Things like its culture, how it acts, and its mission and goals can affect how people see it.
Usually, the marketing team handles brand development. They use tools like ad campaigns and public relations to make people more aware and positive about the business.
steps to take in developing your brand
There are many ways to conduct brand development, but marketing teams often use similar strategies in order to maximize the competitive advantage they receive from such efforts. Here is a step-by-step process on how to engage in brand development effectively:
1. Conduct market research
Market research is an important first step in developing your brand because it allows you to gain knowledge about the desires and motivations of customers, which helps you discover what inspires customers to purchase products or services in your particular industry.
Your marketing team can craft campaigns and advertisements more effectively based on information gathered through this process. For example, if a car manufacturer concludes from their market research that consumers are looking for more sustainable vehicles, they can craft their campaigns to match this desire.
2. Discover target audience
From market research, you can then figure out your target audience, or the types of consumers who are more likely to purchase your products or services.
The characteristics that can increase consumer interest in a company, product or service include personality, interests, gender, age and culture. For example, a diaper company is likely to discover that its target audience is new parents.
3. Define a core message
A core message, or a tagline, is a phrase that encompasses the entire brand of an organization. Your team may use target audience data to craft a core message, such as a phrase that relates to their target audience’s driving motivations or interests.
This tagline is usually short and easy to remember, for better results of increasing brand recognition. For example, a sports drink company may craft a core message that relates to physical activity, such as Drink. Sweat. Sleep. Repeat.
4. Create a logo
A logo is often a symbolic physical manifestation of your core message. The goal of a logo is to increase recognizability, so customers associate the logo with your company’s product or services. For example, a fast-food restaurant that specializes in fried chicken may have a chicken with a fire below it as their logo.
Related: copyright and trademark protection
5. Devise a marketing strategy
Next, develop a detailed content marketing strategy to determine how your team plans to deliver your logo and core message to your target audience.
If your target audience uses the internet more than they read magazines, then online advertisements may be a better focus. If they often listen to music, then crafting ads for streaming services may be a better choice. Marketing teams develop strategies to most effectively and inexpensively generate revenue through new customer acquisitions and repeat business.
6. Design a website
Most businesses have websites to attract more consumers and provide a home base for their organization’s brand. They offer a great opportunity to develop an aesthetic that matches your company’s core message.
In order to present as a legitimate and trustworthy business, design a comprehensive and accessible website that includes content about your company’s mission and goals, along with the history of the company.
Consumers may come to these pages to search for information on how the company’s values may align with their own. Many companies also allow customers to make purchases directly from their websites.
7. Create marketing materials
Some target audiences may react better to physical marketing materials, such as brochures or flyers. These types of marketing materials help spread brand recognition without the use of digital media.
You can mail these materials to customers, hand them out in person or post them in public places to help in such marketing efforts. For instance, a marketing team who is advertising products to older generations may find physical marketing materials to be more effective than online advertisements.
8. Develop interesting content
Marketing teams design content for target audiences that inspires brand loyalty and increases brand recognition. Engaging content may connect emotionally to customers or motivate them to purchase through clear calls to action.
For example, a marketing team advertising a medication may attempt to show how life can be better if you take their medication, as an effort to use emotionally captivating content.
9. Use targeted advertising
Marketing teams can choose to add the service capability of target advertising when they schedule online advertisements. This allows them to narrow the receiving audience to their specific target audience and thus increase the effectiveness of the ad.
For instance, many social media companies allow you to target ads toward users based on interest, age, location and many other factors. Using this strategy can increase your exposure while decreasing advertising costs, as more people who view your ads are likely to respond to them and make a purchase.
10. Collect customer feedback
Collecting customer feedback is a great way to determine which parts of your campaign consumers found most engaging. This can provide valuable insight into your core message, logo, target audience, website, marketing strategy and marketing materials as you seek to align with consumer interests and motivations. Use each marketing campaign as an opportunity to make the next campaign even more effective.