Nowadays, long-term business success is all about creating an amazing brand experience. Well, there are other crucial factors in play, such as effective online and offline marketing or creating a comprehensive sales strategy to drive conversions and customer retention, but in reality nothing can outperform poorly-devised brand identity. In other words, if your branding is not on point, chances are that you won’t be able to separate yourself from the competition, or build the competitive advantage you need to get ahead.
This is why brand-building is an essential process you can’t skip, nor is it a process you can skimp on, as you need to invest time and money in creating a truly powerful brand experience for your target demographic. If you don’t, your customers will have no problem taking their business elsewhere. With that said, here are the best brand-building tactics that will help you create a brand everyone will love.
Start with a clear value set
If you analyze your top competitors, or simply research some of the biggest brands in the world, you will quickly find out that their success is much owed to their unique brand values. This is because the most successful companies understand that the modern consumer is not just some mindless drone that doesn’t care about the important causes or the relevant problems in the global socio-economic climate. Quite the opposite, the modern consumer has numerous values and cares for a great deal of important causes, and so should you if you want to connect with them on a personal level.
So, start by researching the values of your demographic. What do your customers care for? The environment, fair trade, equality? All of the above? It’s important that you integrate these values into your brand’s identity, and weave them into your stories and messages, and your marketing material. That said, if you want to truly stand out from the other brands in your niche, you will also take an active part in supporting the causes relevant to these values.
Create a compelling brand personality
Before we start talking about your brand’s visual identity, let’s talk about the challenge of creating a compelling brand personality. Most business leaders will either focus solely on the visuals, or just the values without giving a second thought about how their brand “feels” to the consumer. Creating a brand personality requires diligent research, because you need to optimize your brand’s narrative and tone of voice using the most relevant industry insights.
The key is to use these elements to evoke all the right emotions when you interact with your customers, and create a memorable experience while giving your brand a purpose. Depending on your industry, niche, values, as well as the unique idiosyncrasies of your demographic, you will need to create a tone of voice that is relatable and engaging, but also unique to make your brand memorable.
Nail your visual identity
The visual identity is another crucial element of an amazing brand, and another area of brand-building you need to invest in if you are to create an amazing experience for your audience. Needless to say, you have to work with professionals during this stage, because only a skilled graphic designer can bring your vision to life. However, it’s not just about creating amazing visuals for your digital presence, it’s also about nailing your visual identity for offline marketing and networking opportunities. This is something that Australian business leaders are capitalizing heavily on, so take note.
Australia is a digital hub and its cities are global business centers, yet the most successful brands continue to optimize their visuals for offline marketing and are using reliable printing in Sydney and other business hubs to print out beautiful, branded materials such as hand-outs and business cards in order to elevate their performance at networking events, and dominate the local market. Be sure to follow the amazing example set by Aussie business leaders, and optimize your visual identity for easy printing in order to capitalize on every marketing opportunity.
Create a personalized experience
It should go without saying that your brand needs to feel familiar and relatable, and you can only achieve that by creating a personalized brand experience. You need to weave personalization into every aspect of your brand’s existence, starting with your website’s copy (address the customer and their problems), then in your email strategy, all the way to your social media and communication strategies. Creating a personalized approach to brand-customer communication will not only improve customer acquisition, but it will also drive customer retention through brand loyalty.
Focus on marketing your brand
Understand that no matter how amazing your brand might be, you still need to market and advertise it across online and offline channels if you are to raise brand awareness and get people to actually care. Now that you have built a compelling identity for your brand, it’s time to show it to the world through digital marketing as well as marketing collateral that will get your company in front of the right audience. Most importantly, investing in marketing will position you in front of your competition, after which you can let your brand’s charm and personality to the rest.
Branding is more important nowadays than it has ever been, if for no other reason than to give you a way to stand out in a sea of competitors. In the long term, your brand will allow you to build a loyal customer base, and become an authority in your niche that will attract new customers on name recognition alone.