In the past building a successful company was as simple as finding a demand for a product or service and meeting it. However, the modern business world has grown increasingly complex and competitive, meaning it’s now far more important to move beyond the world of marketing. You need to know how to build your company’s brand in order to succeed.
Here are 5 great tips on how to ensure that you build a successful brand that’s more than just a business.
Understand your consumer
Starting a business means that you have identified an opportunity, but now, you need to develop an understanding of who your consumer is. Start by doing as much market research as you can – from automated surveys to general conversations, use every chance you get to try and find out what people are talking about, interested in, and looking for from a brand.
Once you have a better understanding of the market, you need to draw up a profile of your “ideal consumer”. How old are they? What are they interested it? Ask as many questions as you can and build your consumer’s profile in your head.
Consider your marketing channels
Once you’ve developed a thorough understanding of who your target audience is, you need to consider the most effective way to talk to them. This decision will be largely based on what your business involves. Remember that social networks may work well for younger markets, but you may need to consider traditional channels to attract an older market.
Set the tone
One of the key elements in growing your company’s brand is to create a brand persona. This exercise involves answering the question, “If my brand was a person, what would that person be like?”. If you can imagine your brand as a person your interactions will be much more authentic and believable, plus you will be more consistent, which is a hallmark of successful brands.
Put your money where your mouth is
Despite the fact that online marketing is more affordable than the alternatives, you will still need to invest in building your brand. Create the required content channels you need and invest in spreading the message with media solutions that are relevant to your audience.
Stay on top of trends
It’s important to make sure that you stay relevant by selecting trends that you can use, and building your brand with these trends as tools. One particularly prevalent trend that seems to be part of the brand building world for years to come is the use of hiring a video production team to promote your company. Whether it’s live video shown on Snapchat and Periscope or a television commercial housed on YouTube, invest in a great video production team to ensure you have the agility to produce compelling branded content.
Building a brand around your services may seem like an overwhelming challenge at first, but if you remember to put your consumer at the heart of your brand and do everything you can to maximize brand opportunity by adopting the most influential trends, you can become a serious player. Just remember – everyone loves a video provided it’s well executed.