Your brand is more than just a logo or a slogan. It’s the identity of your business, the promise you make to your customers, and the reputation you build over time. A strong brand can help you stand out from the competition, attract and retain loyal customers, and increase your sales and profits.
But how do you create and maintain a strong brand? Here are seven proven methods that can help you give your brand a boost.
1. Know your target audience.
The first step to building a strong brand is to know who you are trying to reach. You need to understand your target audience’s needs, wants, preferences, challenges, and goals. You can do this by conducting market research, creating buyer personas, and engaging with your customers through surveys, feedback, and social media.
Knowing your target audience will help you tailor your brand message, tone, voice, and style to resonate with them. It will also help you create products and services that solve their problems and meet their expectations.
How do you know your target audience?
- Use online tools like Google Analytics, Facebook Insights, or SurveyMonkey to collect and analyze data about your audience's demographics, behaviors, interests, and preferences.
- Create buyer personas that represent your ideal customers. Give them names, backgrounds, motivations, pain points, and goals. Use them to guide your marketing decisions and communications.
- Engage with your customers on social media platforms like Facebook, Twitter, Instagram, or LinkedIn. Ask them questions, respond to their comments, share valuable content, and encourage feedback.
2. Define your brand's values.
The next step is to define your brand values. These are the core principles that guide your business decisions and actions. They reflect what you stand for, what you believe in, and what you care about. Your brand values should be authentic, consistent, and aligned with your target audience’s values.
Defining your brand values will help you communicate your brand personality and differentiate yourself from others in your industry. It will also help you build trust and loyalty with your customers and employees.
How do you define your brand's values?
- Brainstorm a list of words that describe your business's mission, vision, purpose, and culture. Think about what makes you unique, what drives you, and what matters to you.
- Narrow down your list to three to five words that capture the essence of your brand. For example, some of the brand values of Nike are innovation, inspiration, and excellence.
- Write a brief statement for each value that explains what it means and how it applies to your business. For example, Nike's statement for innovation is "We are on the offense, always. We innovate solutions that benefit athletes, the company, and the world".
- Share your brand values with your team, your customers, and your partners. Make sure they are reflected in everything you do, from product development to customer service.
3. Create a memorable brand name and logo.
Your brand name and logo are the most visible elements of your brand identity. They are the first things that people notice and remember about your business. Therefore, they should be memorable, catchy, relevant, and distinctive.
Creating a memorable brand name and logo requires creativity, research, and testing. You need to consider factors such as your industry, target audience, competitors, and keywords. You also need to make sure that your name and logo are easy to pronounce, spell, and recognize across different platforms and media.
How do you create a memorable brand name and logo?
- Use online tools like NameMesh, Wordoid, or Shopify Business Name Generator to generate ideas for your brand name. You can also use tools like Thesaurus.com or RhymeZone to find synonyms or rhymes for your keywords. You can also check the availability of your name and logo on domain names, social media handles, and trademarks.
- Use online tools like Canva, LogoMaker, or Tailor Brands to design your logo. You can also hire a professional designer or use a crowdsourcing platform like 99designs or Fiverr to get more options. We also provide comprehensive logo design services to help you establish your brand in the market. Our team of experienced designers is dedicated to creating a unique and creative logo that reflects your business's identity.
- Test your name and logo with your target audience, your team, and your friends. You can use tools like PickFu, SurveyMonkey, or UsabilityHub to get feedback on your name and logo.
4. Develop a compelling brand story.
A brand story is a narrative that explains the origin, mission, vision, and purpose of your business. It tells people why you do what you do, how you do it differently, and what value you offer to them. A compelling brand story can inspire, educate, entertain, and persuade your audience to connect with your brand emotionally.
Developing a compelling brand story requires storytelling skills, honesty, and emotion. You need to craft a clear, concise, and consistent story that showcases your brand values, personality, and benefits. You also need to use stories that relate to your audience’s pain points, aspirations, and experiences.
How do you develop a compelling brand story?
- Use the hero's journey framework to structure your brand story. The hero's journey is a classic storytelling model that consists of three stages: the ordinary world, the call to adventure, and the return with the elixir. In your brand story, you are not the hero; your customer is. You are the mentor who guides them along their journey.
- In the ordinary world stage, you introduce your customer and their problem or challenge. You show them what their life is like before they encounter your brand. For example, Airbnb's brand story starts with "Once upon a time, travelers had few options when it came to lodging".
- In the call to adventure stage, you present your customer with a solution or an opportunity. You show them how your brand can help them overcome their problem or achieve their goal. You also address any doubts or fears they might have. For example, Airbnb's brand story continues with "But then, Airbnb introduced a new way to travel. A way to stay in unique places and experience the local culture".
- In the return with the elixir stage, you show your customer the results and benefits of using your brand. You show them how your brand has transformed their life for the better. You also invite them to share their story with others. For example, Airbnb's brand story ends with "Now, travelers can feel at home anywhere they go. And hosts can earn extra money by renting out their space. It's a win-win situation for everyone".
