Every day you have to make decisions about multiple things. Research shows that as an adult, you make about 35000 decisions in a day. The decision-making process begins when you wake up, up to the time you rest.
Making decisions at times is hard, especially when you have so many options to pick from, and they are all good. The phenomenon is called choice paralysis. Over time you will make the same decision repeatedly to avoid having to weigh options again.
When a buyer is satisfied with the quality of a service or a product, they are more likely to buy similar items from the same brand. In business, you need to understand what brands are and how brands are built.
A brand is an identifying mark for a particular company. People’s perception of a business is what they think of the brand. A positive brand image offers your business many benefits. A strong brand stands out from the competition and has a good reputation that draws in costumes.
Brands are a result of the continuous effort to create superior products. When creating a brand, there are four key areas you need to look at to be successful.
The first area is functionality. Your consumers must get value from the brand. Functionality focuses on convenience, speed, and the economic value created.
Next, your brand needs to trigger an emotional response among its users. Your brand should inspire pride in your consumers and bring joy.
Thirdly, the brand needs to self-express. It should have single or multiple brand archetypes that customers will resonate with. Finally, your brand needs to benefit the consumer.
Providing functional products is enough, but going the extra mile sets you apart. That is how brands are built. You do not have to worry about customer loyalty if you give the best services and products. With that in mind, let us look at the steps you should take as you build your brand.
Do a Market Research
Before creating your brand, you need in-depth knowledge about the market you will be competing in. You need to assess your competition, both direct and indirect. Learn about the services your competitors offer and how they maintain their brands.
You also need to assess the customers, identify your target audience, and their spending capability. You also need to know what they think about the existing brands. This information can help you get gaps in the market that you can fill.
The information will also help you understand the customer’s values and how to satisfy them. You will also learn what products to push to your customers.
Give Your Brand a Personality
The market is large, and if you try to please everyone, you will fail.
Identify your target audience within the market and design your branding around them instead. You have to decide whether you are after the rich, who have luxurious fashion, or the low and middle-income earners that prefer budget-friendly prices.
You should pick a position in the market and see how best you can give value to your audience. Show what difference you bring to the market and make that part of your branding campaign. This is how brands are built for a particular market and audience. Also, get words and phrases that accurately describe your brand values.
Pick Your Brand Name
Deciding on a business name may look easy, but it can be a tiring affair. There are many different types of brand names you can pick from. You should go through a process that includes defining your brand, getting names, brainstorming, vetting, testing, and deciding on a name.
Luckily, there is software to help you generate ideas, and you can also consult a professional if you are in doubt. Ensure you pick a name that will communicate your vision. Also, beware of brand names that carry a negative meaning. People will have a negative attitude and also lose faith in your brand.
Create a Catchphrase
A good brand name needs a slogan for backup. Slogans are brief words that you use to sell your business. They are used in business cards, social media bios, and website headers. A slogan should be short and create strong impressions, that is how brands are built.
With slogans, you have the flexibility to change them with every marketing campaign, but having one is also acceptable. Experiment and find a few words that describe your product. If you can make it rhyme or catchy, the more memorable it will be. It will live on your customer’s lips.
Establish Your Brand’s Look
Your customers need to identify your brand rather than just by the name and the sign. Colors and typography are some of the best identifiers of a brand. The colors you pick for your brand have meaning. Use colors to tell your story while also helping people identify it.
You should also get appropriate typography to help convey the message. Get a designer to help you pick out the best colors that go together as well as the different fonts that you will use on your website and products
Create Your Business Logo
A business logo is one of the easiest identifiers of a brand. Some websites can generate logos for you at a fee. Alternatively, you can hire a graphic designer to design a logo for your business. Your logo should bear the colors you decided for your brand.
There are several types of logos you can pick from. Some of the options you have include letterforms, symbols, emblems, and monograms. A strong logo is at the heart of how brands are built. Experiment with different ways of designing logos before you settle for a particular design. Remember, your logo is your brand’s ambassador.
Apply Your Branding
The final step is integrating your branding into your business. You should ensure that your brand is represented using its colors and logos everywhere. Make everyone aware of what your brand looks like and ensure that third parties are maintaining your standards.
You should also look for ways to create awareness of your brand. You can do this through marketing campaigns and social media. Create a message about your brand, target a particular group and create a way for them to interact with your brand. The campaign will spread the word about your brand and bring new interactions.
Also, ensure that your branding is consistent. Make sure that every aspect of the brand is accurate and that the colors match. This is because consumers can be skeptical about your brand and lose trust if there are several color variations in the market at the same time.
Conclusion
If you are planning to start a business, consider creating a brand. You need to understand how brands are built before you can begin creating your own. The process involves knowing your market and creating an identity people who will identify your business with.
When you decide on the brand image you want to build, make sure you are consistent. Your customers need to trust your brand for them to be loyal.
