A strong brand can make a business grow for years to come, and help entrepreneurs to capitalise on the equity. The goodwill, trust and love accumulated by a brand are the most prized possessions of an organisation which make the company thrive. Most consumers prefer buying from the established brands that have gained top-of-the-mind recall value and are positioned as valuable entities in their sub-conscious mind. It includes everything ranging from the logo and colour scheme to tagline and packaging.
Thus it is essential to have a dominating presence in the market, which is supported by a popular name which attracts more buyers and enhances loyalty. If you have launched a venture or have purchased a business for sale in the United Kingdom, then building a strong brand identity should be your top priority. Here is a step-by-step guide to making your brand stand out in the crowd.
1. Create A Brand Building Strategy
A brand strategy is a plan that defines the purpose of the branding efforts and what the business intends to achieve from it. Whether you are working on creating a new brand or reviving an old one, you need to work on developing a brand perception that coincides with the company goals.
Some of the key points of developing your brand identity are that it should be distinguished and easy to remember. All the branding material should be cohesive and scalable to adapt to the changes in the market conditions. You need to devise a plan that will promote repeat purchases and engagement by evoking desired behaviour and emotions.
2. Identify Your Target Audience
You cannot market your brand to the entire world. All the successful brands in the world have a defined target market. Thus identify the persona of the customer who will be buying your product or service, then cater to their needs through your branding initiatives. Think from the point of view of the customers while working on the brand strategy and understand what they want from the business.
It will help in creating an identity that will be readily accepted by the customers. You can conduct focus group discussions to showcase a few prototypes of the logo and design layouts to identify what works with the audience and can be utilised for national campaigns.
3. Focus On Differentiating From Competitors
Conduct thorough market research and determine the branding techniques of your competitors. It will help you to create a brand that is different and offers a unique selling point to the customers. Your vision, mission, values, messaging, colours, logo and tagline should communicate the same message that will help in setting you apart in the clutter.
Do not make the mistake of imitating the brand-building efforts of your competitors as it will backfire. Most consumers will consider your products as cheap replicas and discard them. So make sure that your ideas are original so that they resonate with your audience. Make a compelling offer which cannot be ignored by your customers.
4. Be Innovative With Design Elements
Equipped with your strategy and the insights from the research, you must brief your creative team about preparing designs that voice the company image and beliefs. The messaging should be an extension of the visuals and should have an emotional appeal that connects the audience with the company. For instance, if you want to emphasise on low prices, then create images and text that showcase savings.
Begin with the design of the logo as it is the most viewed part of your brand and then come to the choice of colours, images and typography. The tagline is another important element of your identity, and it must represent your business goals and the benefits of your products. You must have a style guide for the creative team so that all the future communication is consistent in design and tone.
5. Market Your Brand Aggressively
Once you have prepared the creative work, it is time to make it public. The brand must get maximum exposure on all platforms that act as touchpoints between the seller and the buyer. Get the brand voice recognised through all the channels, such as print ads, outdoor media, POS, radio jingles, online ads, social media pages, email marketing, website, etc.
Engage with your customers and drive home the brand personality while talking on the phone, commenting on blogs, and participating in discussions. Making the marketing budget count is one of the important business tips that every entrepreneur should know. So make sure that the message reaches the audience loud and clear without any ambiguity and remains consistent through all the platforms. Your brand should become a part of every element ranging from the packaging to the domain name.
6. Customise The Brand Experience For The Buyers
Customers will not be interested in your products and services unless they feel a kind of association and connection with the brand. The emotional appeal discussed above can be brought by personalising the experience for the buyers. Customisation aids in brand loyalty as the buyers feel that the company understands their needs and is fulfilling them perfectly.
Make your employees and customer care executives your brand ambassadors and direct them to offer the best customer service. For instance, a mobile app offering rewards and discounts is a remarkable way to earn repeat orders and loyal customers.
Several brands also create shareable content for social media platforms that further supports brand awareness and capturing of a new audience. Personalised emails on birthdays and anniversaries can also work wonders in pleasing the buyers.
7. Monitor The Impact of The Brand
Branding is an ongoing activity during the introduction and the growth phase of the business lifecycle. Thus you need to stay on top of all the branding activities and track how they are progressing in the market. Conduct brand audits and analysis to understand its reputation among the target audience.
The constant brand evaluations help in gauging the feedback and making adjustments according to the changing sentiments and buying behaviour of the customers to stay relevant and maintain prominence.
Brands cannot be built in a day. It takes a lot of hard work and patience to carve a respected niche in the market. If you have been looking for business opportunities in the United Kingdom, then you must know about the ways of building a robust brand identity to become successful. So utilise the steps mentioned above to make your presence felt.