Before starting let’s understand what’s brand and branding.
Definition of Brand and Branding
Brand: Is the perception, the gut feeling and the experience that people have toward your business, it typically comprises a name, tagline, logo or symbol, design, brand voice, and more.
Branding: Is the process of researching, developing, and applying a distinctive feature or set of features to your organization so that consumers can begin to associate your brand with your products or services. In another way, branding is the process of building the business reputation, making people’s perception and gut feeling real, and building an emotional connection between customers and your business.
– Delighting customers: Once your customer is satisfied and happy that will create a strong relationship and consolidate their emotional connection with your business.
– Build brand loyalty: Branding amplifies your business’s notoriety and makes it distinctive which pushes consumers to trust it and be more loyal.
– Consumer centricity with storytelling: people are not buying products but stories, branding makes sure to put customers in the center and be the heroes of your product story.
Gives your business an identity:
First, it gives your business or your personal brand and identity. So what is an identity?
If you have a personal brand, your identity is: who you are, your name, your personality, the things that you talk about, what people perceive about you.
For an actual business, there are some tangible and intangible things like the personal brand having tangible assets like your face, or maybe your name on the business side. It is the same thing. The tangible things are the website, the store, and all these things that people can see and intangible things like the brand voice or other things that could be related to the brand and So those things combined create an identity for the brand to help people know it and get In Touch with it.
What this identity could do in the long-term is how people memorize your brand or memorize the things that you do or products that you provide. So it helps with memorability, and memorability could help your company stick in the top mind of people. And you want to be at the top of your customers’ minds because when they feel the need to buy the products or the service you provide, you’re going to be the one they think about. So they’re going to go straight to buy your products. And this is a benefit for your company.
Also, when they discuss a particular topic that includes your field with someone else; let say they talk about digital marketing, and here they can mention that they hear a podcast that’s called the digital buddies If we are top of mind, and it’s going to be a referral, and these referrals are going to bring fans to your company. Because when we refer something to our friends or our family, they will trust this company because someone they know has already trusted it, and there are other great things you could do with Branding.
Support your marketing and advertising effort
In developing your marketing plan, branding serves as a guide to understanding the purpose of your key objectives and helps to align them with your plan.
Branding improves recognition so once your customers or the people you are aiming to target encounter your advertising campaigns they can relate it to your business which increases the campaign efficiency.
In a study conducted by global Nancy in 2015 to understand customer purchase decisions, almost 60% of shoppers said they actively buy from brands they know and 21% said they bought products because they liked the brand.
When you implement great branding strategies and build a strong brand that is more known, that will make people more desired to be hired within your business and that automatically will affect your employees which make them proud to work in a business that the majority of the workforce is aiming to work within.
Steps to create a brand
Know your target audience
The first thing is knowing your target audience before we create any brand and anything online. You have to know who the people that you are going to serve. They often call it buyer persona or your ideal customers, or maybe target audience here. It’s the same thing.
In this article but for the branding strategy, some aspects need to be done. And so you want to study those people that you want to serve the best and that are willing to be served by you.
You know that they have some needs or aspects that will make them the perfect fit for your company. You’re going to study the demographic factors of those people, who they are? The gender, age, as much information you can provide, note everything on a sheet of paper by studying them on social media; Facebook, Linked In, Reddit, or any other community platform and search for groups representing them in the market that you are working on.
For example, if your brand sells coffee, look for some groups or communities that are talking coffee, they love coffee, They share the love of coffee. So search about them and see who these people are? And what do they like in coffee, and what do they like ahead of coffee? So watch the community and learn from it, learn who they are and how they are talking, everything that you could provide will help you Long-Term.
Mission and vision statement:
Mission statement: It’s about finding your why, if you are going to create a business you have to find your why in order to go forward. The mission statement encompasses your objectives, why your business exists, and why people should care about your brand. People don’t buy what you do, but they buy why you do it.
To ensure a powerful mission statement you have to ask yourself 3 questions:
– Why do you do what you do?
– How do you do what you do?
– What do you do for your customers?
Vision statement: It describes what you want to achieve and what to become. If the mission statement defines the action that your business takes and the reasoning behind it, the vision statement aims to clarify your ideal future state for the business.
Difference between vision and mission statement: mission statement focuses on today and what your business does, the vision statement focuses on tomorrow and what your business wants to be.
Work on visual assets
Now that you are clear on that, and you have the people you are willing to serve and your mission on serving those people. Let’s see another aspect that you have to work on to let people see you the way you are, let’s call them the visual assets. Those visual assets are the things that will describe you.
Starting with the logo, The logo could be created by you or by a freelancer, or by any organization that creates logos, and you want to choose the colors that work with your beliefs and the people that you’re going to serve. If we take the example that I said earlier of the coffee, if you are creating a brand around coffee, try to bring some coffee colors into the logo so that people are going to relate to that And they’re going to know the first time they see it, maybe a visual representation of coffee or anything similar.
We made a full episode about websites; check it here.
The website is one of the most important things that you want to focus on while creating visual assets; it is the place that people will go whenever they want to hear from you or to know more about your business. So it represents you the best. Social media profiles and all the other profiles could represent you and could have the brand voice and colors and all that. But the website should be the most branded part of your strategy.
Social media profiles
It should be created to complement your website, serve as a platform for people to make the first contact with your brand, send early traffic, and try to make your customers feel the same experience on your social media and the website.
The tone and brand voice
There is another thing other than the visual assets, and it is your tone and voice, and It is how you speak and how your audience will perceive you. So if you are entertaining or bringing information, depending on your style, you’re going to create your tone and voice.
Another thing that you want to look at is your domain name. So pick a domain name that speaks about the niche or the market that you are working on. The example of our podcasts is the digital buddies. And it’s combined between the niche that we are working on digital marketing and buddies. We are buddies. So we created the digital buddies. It could be anything, a combination of that, or anything that has a rhythm or relatable to your audience.
Finally, this might be the most important thing you should work on its content creation. After you created the website and brought all the visual assets, they should not take so long because the content is the thing that you should be working on the most.
As they say, content is King, and it is the thing that people will see and will perceive the value that you are providing.
For example, you have the most beautiful website on the internet, but it is empty from content, no written content, no videos, nothing. People are just not going to go there because they want to see something beautiful. But that has value too. If you are not creating content, you are not creating value. And this content should be helping your buyer persona that you already created.
The content should help them answer their questions, serving them in a better way than any other competition. So if you want to stand out from the competition, be willing to serve at your best.
Establishing an online presence and ensuring consistency:
After defining your target audience, establishing your vision and mission statement, and creating your visual assets, now it’s time to choose the right channels to spread your brand and increase your visibility. Being present in different platforms and channels will serve to enhance your branding strategy, for example; having a website will sustain your relationship with your audiences and give you a professional image, social media platforms are the best channel to engage, interact and understand your audiences.
Consistency is to deliver the same message, tone-voice, identity, image, goals, and objectives to your customers wherever they go and wherever they encounter your brand. Once your customers have the same feeling toward your brand in every platform and every channel that means you succeeded in ensuring consistency.
Monitoring and measuring your branding strategy
Many metrics can be set in order to well monitor and measure your branding strategy performance.
The most common one is by measuring your social media activities through tracking the number of followers in the different platforms, social media shares, likes, and comments.
Tracking website traffic is another metric to assess your branding strategy. Google Analytics enables you to have an insight into how many people visited your website and what channel drove them to it.
Search volume data by using Google Adwords key planner and google trends to track the search volume of your brand name with time.
The volume of mentioning can be a great metric especially in social media platforms to measure your branding strategy for example; We all know Unilever Brand, they are adopting a great strategy in LinkedIn. Many people are aiming to be hired in this company, so whatever they put a job request in LinkedIn, they add the hashtag Unilever since it is a company that has a powerful brand.