Building a new brand is a daunting task. After all, branding defines the core message and values of your organization, product or service, and it supports and directs all marketing and sales efforts. The brand is what customers and potential customers think of when they hear the name of your company. Effective branding conjures both positive factual and emotional associations to your products and services. For example, consumers have developed such an affection for Target stores that it is commonly referred to as “Tar-jhay” and thought of as a place for affordable and chic products. The affordable chic motif runs throughout all of Target’s marketing efforts. The following steps will help you successfully launch your new brand:
Step 1: Get on the Same PageOne of the keys to successful branding is consistency. Everything your business does, from your logo to your products to your personal interactions with the public, builds and reinforces your brand, for good or bad. Therefore, it is extremely important for the team tasked with launching a new brand to have the same information and materials, and for each member of the team to understand the efforts of all other members. Using a globally accessible cloud service, such as Livedrive, for all marketing materials ensures your documents and designs are accessible to all members of your team at all times. The cloud also helps you avoid losing important materials with any employee turnover.
Step 2: Define Your BrandBefore any communication with the public, you must first define what you want your brand to be. Entrepreneur Magazine suggests that in defining a brand you should develop a clear vision of your mission, the benefits and features of your products or services, an understanding of what customers and prospects already think of your company and what qualities you want consumers to associate with your company.
It is imperative to understand and learn the language of your target market. By identifying and knowing your audience, you can build a brand they identify with and will help promote. Consider both the demographics of your target market (age, gender, location, income level, etc.) as well as the psychographics (personality, lifestyle, values, hobbies, etc.). Your marketing team should have a clear picture, based on market research, of who they want your audience to be, and then your team should define your brand based on what appeals to that audience’s needs and lifestyle. At the end of the brand defining process, everyone on your team should have a shared understanding of who you are as a business, what you want your brand to communicate and who you want to communicate to.
Here are some more tips (in an infographic by GistBrands) on how to discover, articulate, differentiate, create, and activate your brand.
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