Branding is a vital and crucial part of your business. It reflects the personality of your business to your customers and differentiates you from your competitors by capitalising on what makes your business unique. As not every business has access to a brand management specialist, here are some important principles to remember when rebranding or creating a brand that will instantly make a lasting impact with your customers.
Find an Angle
In order to stand out from your competitors, you first need to know what they aren’t doing well and what they are doing right. Research your industry to identify which companies are your main competitors. Look into factors such as who their customers are, why customers would choose your competitor and their weaknesses and strengths. A classic marketing tactic is to identify your competitor’s weakness and then use it to advertise your strengths in your marketing campaign.
Although obvious, this is still incredibly important. A brand image that blends into the background is not going to stay around for long. A memorable brand has features such as a catchy tagline or slogan that instantly gets stuck in your head, uses humour or easily communicates what your brand is about to your customers. For example, Meow Mix who is a cat foods supplier, are known for their famous tagline: “Tastes so good, cats ask for it by name”.
The best way to get your brand into the heart of your customers is to create a strong emotional connection with your audience. Appealing to the logic of your customers will make them think, but appealing to their emotions will make them act. For example, the Wounded Warrior Project is a non-profit organisation that provides support services to veterans and have the tagline: “The greatest causality is being forgotten”.
Understanding and gaining insight about your competitors is important, but gaining this same understanding about your own brand is equally as important. To create a brand that truly reflects your personality, asking yourself these following questions can help you identify what areas to focus on. When a customer chooses your competitor over you, what typically is the reason? What is the most attractive quality about your product? What problem is your product trying to solve? If you could turn your business into a person, who would that person be?
Get an Outside Perspective
You may think you have found the perfect branding or may just need some extra help, but getting an outside perspective is very beneficial. Whether it’s a brand management specialist from a marketing agency or just having another pair of eyes go over everything, having an outside perspective can help identify any small flaws or fine-tune certain areas. Constructive criticism is neither negative nor positive; it is simply alternative suggestions for improvement.
A powerful brand creates a deep loyalty among your customers by appealing to their emotions and staying in their minds, long after they have seen your brand. At VIVO Marketing, we can provide you with marketing resources such as a brand management specialist to ensure that your brand makes a lasting a powerful statement with your customers. Contact us today to see how we can help you.