BBuilding a strong brand will quickly become your most valuable asset. As soon as customers begin to recognize your logo, mission statement, and what your company is all about, they will quickly start associating these things with your products and services.
Having a well-established brand means building a strong foundation for your company. It doesn’t matter if you’ve been around for years or you plan to launch your first product in the near future.
If your company fails to have a distinct personality, style, and mission, you’ll become just another face in the crowd and nobody will recognize your business very easily if they recognize it at all.
When all is said and done, we’ve discovered five basic steps that every company needs to cover in order to develop a strong brand identity. We’ll share the steps with you below, so read them and use them to make your brand stand out in a crowd of millions of potential competitors.
1. How Authentic Is Your Brand?
It’s going to be impossible to keep your brand authentic if you’re sharing content and a mission statement that your company currently isn’t living up to. As an example, if you have videos, social media posts, and website content speaking about specific values that your company portrays, but you aren’t taking actions or living up to those values, you are going to appear to be an inauthentic brand whether it’s true or not.
Obviously, if your company remains inauthentic or appears to look this way, it’s going to have a deleterious and damaging effect on your overall brand. This could potentially harm your business and have the opposite effect in the age of the Internet. Remember, it’s easy to post positive or negative reviews on social media sites and review sites, and your customers can let the world know if you aren’t living up to your promises by the actions your company takes.
As an example, if your company promises to give 10% of its proceeds after taxes to a specific charity, and somehow your customers find out you aren’t donating any of the money, this will seriously reflect negatively on your brand. People will possibly even boycott your company if they specifically purchase products from you because of your supposed charitable ways.
Always keep in mind that brand authenticity and living up to your words with positive actions is incredibly important now that the world can access plenty of information about your business online. So interact with customers and your community in a way that’s authentic to your mission statement and marketing messages. This will keep your actions in alignment with your words and help your company remain authentic in the eyes of consumers, friends, family members, and rabid fans.
2. Do You Know Your Target Audience?
Discovering your target audience is also incredibly important when branding your business. It’s impossible to try to be everything to every potential customer, so you have to target a specific niche and aim your products and services toward serving that niche.
Some areas to focus on when understanding and identifying your target audience include getting a profile of your existing customer base, discover which demographic is served best by your product or service, figure out your products’ value and learn who can experience the best benefits from it, check out your competitors, research the market, poll your target audience, and put together a rough sketch of your ideal customer using all this information.
3. Crafting a Company Mission Statement
No recognizable brand is complete without having a company mission statement that they truly believe in and strive to uphold in their day-to-day business practices. If your company lacks a mission statement, take this opportunity to craft one as soon as possible. When you do, make sure you’ll be able to live up to this statement consistently to avoid inauthenticity.
Some strong mission statement characteristics include crafting a succinct and unique message. Make sure your mission statement is memorable and clear. Most important of all, make sure your mission is realistic and something you and your employees are capable of living up to.
4. What Values Does Your Company Hold Dear?
More often than not, companies have a tendency to confuse their mission and their values, although there is a definite difference. Your mission tells people why your company exists. On the other hand, your values convey your moral compass and let the world know how your company intends to act.
You can add many different values to your list. It really comes down to what you hold dear the most. Some possible values to instill in your employees and portray with your company include reliability, diversity, generosity, thoughtfulness, service, and affordability.
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5. Develop a Personality & Voice for Your Company
Last but not least, your company needs to have its own voice, personality, and style. This should be present in your slogan, your company logo, and all imagery shared by your business. When developing your personality and style, remember to always be yourself, keep your voice consistent in all of your messaging, and create a style guide for your content creators.
It takes time to develop a strong brand, but it’s definitely worth it over the long run. By sharing your voice, values, mission statement, and authenticity with the world, your company will become much more memorable, which in turn will bring plenty of new customers into your business. Remember to always stay consistent with your messaging and remain as authentic as possible to avoid potentially upsetting your customers.