Want to evolve your company into a brand but don’t know where to start? You are not the only one. Most people who don’t have a marketing or graphics design background struggle with creating a strong brand. However, it’s not as difficult as it may seem.
You can create a positive and impactful brand on your own by taking the following 6 basic steps:
1. Swot Analysis
SWOT analysis is one of the most popular and highly effective techniques to assess your company’s current standing. It evaluates your competitiveness on the basis of four critical factors:
A comprehensive SWOT analysis will give you a broader perspective of your surrounding environment. You can easily stack up your company against your rivals and see how you stand out and what your strengths are. You can also foresee and avert potential risks which may throw a spanner in your marketing efforts. All this information essentially gives a snapshot of your business in the industry with reference to other existing businesses. This makes for a robust foundation on which you can build the perfect brand.
2. Identify and Understand Your Customers
Irrespective of how you look at it, your brand is always about and for the customers. So, to create a strong brand identity, you must have a clear understanding of their needs, preferences, financial inclinations, etc.
The following are some of the questions you must ask yourself:
- What age group do my customers fall under? Are they children, teens, adults, or the elderly?
- What’s the main reason they would be interested in buying my products?
- Where are my customers located geographically?
- What kind of users are attracted towards my social media content?
When you have a good understanding of your target demographic, then not only can easily increase the lead conversion rate, you can also convert your customers into brand advocates. Coming closer to your customers also helps to realise their expectations and devise a customer-centric strategy that’s effective and hits the nail right on the head.
3. Make it Clear What You are all About
It’s important to establish firm values and ideas that can be associated with your brand. However, it’s equally important that your target audience understands it too. Unless there is clarity, your branding efforts can easily go in vain and it’s also possible for your company to lose its significance by looking generic.
To avoid the development of a communication gap between you and your customers, be sure to take your time when you write down your company’s core values and mission statements. Furthermore, see to it that these concepts are conveyed to the public clearly.
4. Create a Professional Company Logo
It’s nearly impossible to picture a brand without a logo. After all, every single brand whether big or small has a company logo and makes use of only select fonts and colours that are associated with its design.
Even if you are short on budget, you can design a killer logo easily and that too on your own! There are a number of top-notch branding platforms on the Internet that allow you to design unique and highly appealing company logos in minutes!
Some of the advanced logo designers also use technologies like Artificial Intelligence and Machine Learning to process your ideas and preferences at a high level which means you get a logo which is highly accurate and aptly reflective of your requirements.
5. Promote Your Brand but Maintain Consistency
Now that your brand is ready, it’s time to show it off. There are several platforms through which you can promote it such as website, blog, social media, newsletters, newspaper, eBooks, YouTube videos, etc. However, if you want to get an edge over your competition, then you should capitalize on the new-age marketing techniques too.
For instance, brands are relying on influencer marketing more than ever as it’s found to be incredibly successful. Plus, it is often cheaper than digital ads or paid blogs, etc. Similarly, mobile marketing is something you should absolutely cover in your marketing strategy.
6. Analyse and Refine
Here is the thing about a brand- you can’t expect to create one and then forget about it once and for all. This is because trends change, and what’s relevant or popular today may become completely obsolete tomorrow. So, if you don’t adapt, you can easily start to lose the connection with your fans. Case in point, the impact of GDPR on digital marketing is massive. So, your branding endeavors should be in line with the GDPR norms governing integrity, confidentiality, third-party compliance, lawfulness, transparency, etc.
You also need to modify your branding strategy from time to time on a temporary basis when you are trying to capitalize on certain major events such as elections, festivals, social causes, etc. So, your logo needs to change, and so does your tagline, mission statement, the tone of the content, etc.
Creating a brand from the scratch is never easy. However, neither is rebranding. Thus, rather than making hurried decisions just to get your brand “out there”, it’s best to give the process the time it requires and mull over every major aspect. Rebranding is not only a wastage of time and resources, it comes with its share of risks. Remember- a lot of brands don’t even get second chances. Thus, plan carefully to ensure that your first brand is the last one. Good luck!