Why did you start this business? What are the goals you want to achieve? Who are the people you want to provide a solution to? What makes your company unique among others?
Maybe you want your product to be seen as the ticket to an adventure or a brand new life or a second chance at youth. This approach is often taken by upscale food companies that sell products like goji berry juice or sprouted grain granola bars. Maybe you want to present your brand as smart and cutting edge. Being seen with your product will make customers feel cool like they’re in a special club. Brands like Urban Outfitters and Apple take this approach. Another approach would be offering your customers a reliable, completely trustworthy option that will never let them down. This is a good approach if you’re selling a product that should never malfunction, like tires, or if you’re building a brand for your law practice. You could also rely on nostalgia to build your brand. People feel connected to things that remind them of childhood and carefree times.
Basically, you want to think about who you’re trying to reach. Who is your market? What do they tend to enjoy hearing or seeing in other brands that they like?[3] X Expert Source Joui TurandotBranding Consultant Expert Interview. 4 June 2020. According to brand name psychology, when customers hear your brand name for the first time, they receive a set of images, feelings, or even a storyline that triggers them emotionally to engage with your brand. According to research and studies, most of the decisions made by customers are based on these emotions rather than being rational. [4] X Expert Source Joui TurandotBranding Consultant Expert Interview. 4 June 2020.
Keep your text as streamlined and basic as you can because it is more memorable that way. A good example of this was the tagline Apple was using for much of the ’90s and into the 2000s: “Think Different”. This worked on multiple levels, because it painted the brand as smart and unique, and the concept was easily slipped into discussions and other branding platforms. Two words: ingeniously effective branding. All copy associated with your brand, including what appears on your product’s label, on your website, and in advertising materials, should match the tone you’re trying to project. For example, your company is meant to be seen as trustworthy and comfortably old-fashioned, use slightly formal language that will make your customers feel that the people who run your business are as dependable as their third-grade teacher.
Design a great logo. Rather than representing your brand, your logo is useful to help embed your brand in your customer’s right side of the brain. For example, when someone sees a checkmark, they remember Nike, even if there is no other clue that represents Nike. Your logo must be well designed by a professional and you should use it frequently and place it prominently. Choose the colors that will represent your brand wisely. These colors will be used as often as possible on promotional materials to help evoke your brand. Examples include McDonald’s gold and red, Google’s red, yellow, green, and blue, or wikiHow’s green and white. Remember to keep both your brand name and logo simple. You want your brand to be easily recognized and unforgettable. The best way to do that is to be unique and simple. You might want to get legal protection for your visual branding and any distinctive phrases you use to describe your business or your offer.
Remember that everything your business does is linked to your brand in the eyes of the customer. Even the way your employees dress and behave. Your employees may have their own image of your business. They’ll have ideas about what your business stands for, and whether it is delivering on its promises. Employees can provide invaluable insights along the way. Ask your employees how they believe your product or service is being received on the market and don’t discount their opinions.
Make sure that your customers’ association with your brand lines up with what you’re offering, too. For example, if you promise that your margarita-flavored lemonade is the most refreshing drink on the market, but your customers routinely complain that they took a sip and were surprised it didn’t contain tequila, there’s something off about the way you’re pitching the product. You have to rename the drink so that your customers don’t feel let down or tricked when they are trying your product. Being transparent about your business practices is essential, too. Trust is a really important part of brand recognition because your customers need to feel like they know your brand perfectly well. Let your customers see how you work, how you care about them, and what your real priorities are in business. Even if the information isn’t always the best, it should at least be true and painted in the best possible light.
Consider running a focus group so you can test out how your product is received by people from different demographics. Ask them to describe their perception of your product before and after trying it. Targeting a specific demographic is often more effective than trying to be universally appealing. You might find that you’ll decide to narrow your focus after learning who’s buying your product. For example, if you find that teenage boys are the most likely group to buy your snack mix, you may want to change your branding strategy to make your product even more appealing to this demographic.
You might find that a certain company has already cornered a particular segment of the market, but that doesn’t mean that your product won’t appeal to a slightly different demographic. If you find that the market is saturated with great products, consider pivoting in a different direction. Either change your branding approach or tweak your product.
Respond promptly to feedback when you receive it. If someone complains, make sure to hear him or her out with care and respect and resolve the issue to address the person’s concerns. Most importantly, do not ignore the negative feedback. Avoid using automatic replies to emails. Try to make your business seem as personable and friendly as you can. Let your customers see your enthusiasm and your level of caring for them.
Apply your branding, including your visual brand and brand messages, to all of your materials—from packaging, signage, and stationery, to your website and marketing materials. Don’t be shy about boldly branding your products and displaying them in as many venues as possible. You want your brand to be everywhere people look. Advertise your brand in unexpected places. Radio advertisements, employee uniforms, and freebies with logos (such as tissues or pens) are all relatively inexpensive yet creative ways to promote your brand. See if you can get publicity from a local newspaper, TV station, or a blog that will review your product or service.
For example, if you’re a travel company, you can post a picture of a beautiful location with a catchy message like: “Counting down the weeks to summer vacation and some time to unwind! Where do you want to travel this year?” Do not become spam. Avoid constantly pushing your brand in an annoying way or without context or to people that have no interest. Stay out of your customer’s recycle bins. Be real and conversational, not a metaphorical sleazy car salesman.
Use your site as an opportunity to tell your story with pride. People have an easier time understanding something that fits into a story, and they’ll especially identify with things that let them feel like they’re a part of that story. Give your customers a story that they can be a part of if you want to build your brand into a big name. Publish it on your website’s “about” page or distribute it in your publicity materials. For example, in the ’80s and ’90s, Microsoft painted themselves as a company that pulled themselves up by their bootstraps in order to become the most innovative and effective product in their field. This resonated with business-oriented individuals, who wanted to see their own lives in the same way and who could feel a part of that spirit of greatness by buying Microsoft products.
Street fairs and other daytime events often provide opportunities for businesses to set up a table and hand out information. Take advantage of this opportunity to forge bonds with people in your community who could potentially be customers. Giving back to your community through donations and sponsorships is another good way to get your brand out there. You could sponsor a little league team or a girl scout troop to build up your community presence.
