A brand can simply be described as an identity, attribute, or feature attached to someone or something.

A business brand is, therefore, the unique identity of a business. It includes the personality or style of a business that differentiates it from others, especially a competitor. It is a reflection of everything about the business from the logo, business story, and voice, business cards, customer services, products, work environment to its marketing and advertising strategies.

A brand’s goal is to create awareness about your business using strategies that leave a lasting impact in the marketplace.

There are so many businesses out there and to come. Therefore, it is important to have a unique identity that will enable you to stand out in the crowd of competitors. Such businesses include graphic design services, photography and video editing services, product sales and advertising, and many more.

Building a strong brand is not an easy task; rather, consistency, dedication, honesty, in-depth knowledge, and market research are keys to helping you achieve a successful brand. Your brand should be specific and concise about what you offer and what differentiates it from other brands. This effectively outlines the strengths and quality of your business.

Having a unique brand improves the quality of your products and/or services, increases the trust and confidence of your customers, which in turn could lead to more referrals from them increases sales. It is important to note that customers only refer to brands they trust.

Branding should be done at the initial stages of starting a business. The following should be considered when branding your business:

  • Your target audience
  • Brand message and voice
  • Existing competitors
  • Advertising strategies
  • Packaging
  • Market strategies such as email marketing and social media marketing
  • Policies such as refunds

With these in mind, below are the guides on how to build a successful brand:

1. DISCOVERY

Discover the purpose of your brand. This should include having a clear picture of a specific problem in society, and the solution your brand is solving. Here, you also get to determine your target audience.

2. CARRY OUT AN EXTENSIVE RESEARCH ON OTHER COMPETING BRANDS IN YOUR INDUSTRY.

This would give you an awareness of their strengths, weaknesses, and the marketing and advertising approaches they implore. With this information at hand, you can capitalize and build on their weaknesses. It also helps you develop ideas on how to create a practical marketing approach without imitating them.

3. HAVE A CLEAR VISION OF YOUR BRAND

This means creating and visualizing the goals you want to attain within a specific time. This could range from short term to long term goals.

4. ESTABLISH A MISSION STATEMENT

The mission station is the reason for the brand. It informs the public about what you do and why you do it.

5. BUILD A BRAND NAME, STORY, AND VOICE

This enables you to relate with your customers. It should be simple and clear and address why your brand is relevant to customers.

6. CREATE A BRAND LOGO

This can be seen as the face of your business. It should be unique, visible with adequate size.

Lastly, it is important to apply your branding to every aspect of your business. Be true to your words, let your business portray your mission statement, and for every contact with the public or a customer, be sure to leave a lasting impact in the minds of people.

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