How to Define Your Brand
3 steps to a clear brand strategy:
Branding practices emerged in the early 1900’s as means to influence customers when there was more than one product choice in a particular category. Common branding practices back then solely emphasized a product’s quality…mixed in with a few graphics and a logo.
After WWII, the boom in production caused product shelves in grocery stores to become overwhelming. Suddenly, there were half a dozen brands of butter to choose from, all with relatively similar qualities. Companies knew they needed to shift their branding strategy in order to retain customers; and, rather than focus on product quality, companies tried to promote as many functional benefits or unique ingredients as possible.
Turns out production remained strong and supermarket shelves became even more crowded. By mid-century, companies learned that promoting quality was not enough; they needed to connect with their consumers to truly win and retain them.
Fast forward to today…branding strategies continue to evolve as technology advances and changes our buying patterns. Despite an ever-changing landscape, consumers still want to connect, trust, and interact with brands.
So how do you make sure that you have a clear, concise, and relatable brand? Here are 3 easy steps to follow to make sure you hit the mark.
Step 1: Find your differentiator.
You’ve probably been asked what sets you apart from the competition. Really, really think about what truly sets you apart. Think of deep intangibles that will make someone want to use your service or buy your product over your competitors. Create a list of adjectives that describe what you do on a daily basis. Words like “efficient, creative, or innovative” help to tell your brand story and address the needs of your customer base.
Step 2: Know your customers.
You’ve found your differentiator. Now it’s time to know your customers, and know them well. Think about who your ideal customer is as they walk through your doors. Who are they? What are their professions? Married or single? What are their lifestyle habits? What do they do for fun? Understanding your core customers is key to knowing exactly what they want from your product or service. This also builds the foundation for your marketing and advertising targeting efforts.
Step 3: Be authentic
You know what sets you apart and you have a grasp on who your ideal customers are. It’s time to let the personality of your business shine. Ask yourself what you want your business to be known for. Now, how will you put that into practice? If your brand promise is “fast-friendly service,” in what ways will you execute that and maintain it’s longevity? Powerful branding isn’t talking the talk- brand authenticity and integrity is only achieved by putting your vision into action.
Branding strategies do not need to be long or complicated. Build your brand so that it not only relates to your core audience, but remains true to the vision of your business.
Thank you for reading our three tips to building a brand strategy! What are some helpful tips that you’ve come across?