Asides from the components that describe a brand, you need to consider some strategies that will make your brand effective. If your brand is well known, it should be attributed to other things apart from logo, colour, name, or fonts that whenever your brand is mentioned people think beyond the components of your brand and think about what your brand can actually deliver and what it represents….
Asides from the components that describe a brand, you need to consider some strategies that will make your brand effective. If your brand is well known, it should be attributed to other things apart from logo, colour, name, or fonts that whenever your brand is mentioned people think beyond the components of your brand and think about what your brand can actually deliver and what it represents.
In building a successful business brand you need to map out strategies that are going to make your brand. You need to ask yourself some questions like;
Questions on Your Brand Strategy
Who are my target audience?
What is my brand promise?
What is my brand value?
How do I position my brand?
What is my brand all about?
If you haven’t thought about these questions, you have to think about them now because those are the major things that defines a brand. Like you already know, branding is the perception you create to people about your brand which you must be able to deliver.
These are the strategies you must deal with when building a successful business brand.
Know your Target Audience
A target audience is basically the statistics of the group of people that tend to be interested in your product or service. In marketing, there are some things we call; B2B and B2C which mean business to business and business to customers respectively. In building a successful business brand, you need to know your target audience which is your type of customers. For example, Dara Expressions practice a B2B system of business, which means that our target audience is businesses; we build and rebuild business brands and on the other side, we practice B2C; for example, we design birthday flier or a wedding IV among others for individual customer(s). Be specific, if your brand is a female fashion brand, you need to define your brand by analyzing what part of the feminism your brand is focusing on (it could be all part). Is it old women, young ladies, or baby girls? You can decide even if you’re only going to be producing for the rich ones alone, the middle class or even all at large. Knowing your target audience will make you not confused and help you focus more on how to make your brand communication effective.Declare your Brand Promise
Brand promise simply means the perception you create about your brand which you must be able to fulfill. It communicates your brand capabilities, it can be communicated through slogans like TVC news will always communicate their brand promise with their slogan which is “First, fast and reliable”. Coca cola has used over 50 slogans in different countries of the world since existence till date; some of their slogans have also communicated their brand promise like
1826 – Drink coca cola and enjoy it
1905 – Coca-Cola revives and sustains
1924 – Refresh yourself.
1942 – The only thing like Coca-Cola is Coca-Cola itself
All these are brand promises. When you drink coca cola you will enjoy it unless you do not like carbonated drinks made from cola, Coca Cola revives and sustains doesn’t it?, You can refresh yourself with coca cola, can’t you? If you notice something about all these brand promises, you will see that they are fulfilled. Never make a promise that you can’t fulfill, it will tarnish the image of your brand. Give brand promises that you know that you can fulfill.
Establish your Brand Value
Brand value connotes the benefit your brand has to offer, it must be genuine and dependable. It is very similar to brand promise, isn’t it? Brand promise is the value you promise to deliver, so it is much related. Building a good reputation alongside a successful brand is an ideal system of establishment. A brand with bad reputation cannot be successful. Creating wrong impressions that cannot be fulfilled can result to the destruction of your brand. Your brand value is what your brand is known for. The value you give will determine how motivated your customers will be to patronize your product or service. For example, A.O.S Academy has a free introductory course for those that are applying for French TEF Canada preparatory online course on www.FrenchTEFcanada.com. That is called value. Getting a free introductory course will motivate you to buy the actual course. I know about some Indian guys who have a salon and give diligent massage as a bonus to anyone who comes for haircut. With this, won’t you be motivated to patronize their salon? I’m not saying value is limited to free things alone, value could be any other thing apart from free things. In fact, you have to give value to your product or service irrespective of how you are going to do it. The goal is to attract and motivate customers with real value.Brand Positioning
Positioning is what a brand uses to distinguish itself from its competitors. This entails brand value, brand promise, and even brand voice. Brand positioning is simply where a brand places itself in the wide market. Let’s take Apple inc. for an example. There are lots of phone and gadget producers in the world. Apple have positioned their brands in a unique and distinctive way that is why their products are expensive and people still long for it. This kind of demand is called luxury goods in economics. If you want to lead a successful brand in this world, you need to position your brand in such a way that when a unique service is mentioned, it triggers the remembrance of your brand in people’s mind. You can position your cake brand to fluffiness and deliciousness exotic one that whenever someone wants a fluffy and delicious luxury cake for a party, they quickly remember your brand and patronize it or even a cheap and affordable one as you wish.Brand Voice
Brand voice is the conformity in the selection of words while creating a perception to your prospects and customers. It is the representation of your brand. It communicates your brand value with a certain voice, bringing out the uniqueness of your brand. Brand voice is mostly used in video or audio advertisements. If your brand has not started advertising with jingles on radio or TV stations you could probably not think of having a brand voice. I like Coke that is why I use Coca-Cola for examples most times. Again, I’m going to use Coca-Cola for an example, there is a brand voice that always say “Coca-Cola” at the end of every video or audio advert. The words that your brand voice speaks could be your brand name or your brand value like Dara Expressions’ slogan “pushing your visions forward”. Brand voice is important in video or audio advertisement that when you listen to some ads without seeing what is being advertised or demonstrated you can quickly ascribe that voice to a particular brand that’s the goal of brand voice.Thank You
Thank you for reading this article, don’t forget to like and share with your friends on different social media platform via the share link below. Comments are highly welcome. You can as well email me via daraexpressions@gmail.com visit and follow my Instagram page www.instagram/dara.expressions. Also ensure to stay tuned on this same platform for my subsequent articles on branding and you can sign up for A.O.S Academy newsletter to receive updates on my subsequent articles. See you next weekend!