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A brand is more than just a logo. Your brand is your story and a promise to your customer. A brand is a visual story of your product or service. Your brand tells your customers what they can expect from your products and services, and it differentiates your offering from that of your competitors. It not only says who you are, but can also project what type of service,message or product you intend to offer to your end user. It is what people perceive you to be. In a way it is the story of your company in images and, in some instances, words and even in actions.
Keep focus of your brand. If you try to be all things to all people, you risk diluting your brand and your message to your customers. You have no doubt, created your business or organization based on an unmet need and a passion for an idea. Use this need, passion and your target customers input to help you to build your brand by first figuring out just what exactly your brand message is.
The cornerstone of your brand is your logo. Your website, packaging, print and promotional materials are the vehicles which communicate your brand.
Your brand strategy in conjunction with your marketing strategy is how, what, where, when and to whom you plan on communicating and delivering on your brand messages. Where and when you advertise is part of your this strategy. Your distribution channels are also part of your brand/marketing strategy. And what you communicate visually and verbally is part of your brand strategy, too.
Brand equity or brand awareness results in added value brought to your company’s products or services that allows you to charge more for your brand than what identical, unbranded products command. Once you have an established brand that customers recognize, the result will be word of mouth referrals, positive testimonials(hopefully) and return customers. If the experience of the customer is a positive one and your brand strategy is well planned out, then rest assured the word will spread to other potential customers. Tip: Learn the needs, habits and desires of your current and prospective customers. It helps if you ask them!
If you are new to business and do not yet have an established customer base, you may find yourself struggling to figure out exactly what your brand should stand for. You may also be in a good position to create perceived value and quality. Quoting Entrepreneur magazine once again, “Defining your brand is like a journey of business self-discovery.” It can be difficult, and may change many times over before you find the perfect message. A good starting point is to answer the questions below:
Once you’ve defined your brand, how do you get the word out and get people to notice you and more importantly remember you. Follow these great tips from Entrepreneur Magazine:
We at PBeCreative are fans of Inc. and Entrepreneur Magazines for tips on Business. Some of what is written here contains excerpts from those resources.