As a new business or even an established business, your name is everything. You want and need to both be recognized and remembered. The way to do this is to create a brand for your company.

According to Edelman.com (helping businesses promote and protect their brands), 81% of consumers will buy from a brand they trust. That is a huge number and something to strive for as a new business.

But how does a new business stand out among the competition?  Businesses, big and small must build a solid brand.

You may think that is silly but honestly, it isn’t, remember the consumers? The way to build trust is through a brand, even more reason for you to not only build a business but also a brand.

Building Your Business Brand

What is a Brand?

A brand is how the overall perception of your business from the perspective of the consumer.  What does that mean? Well, in a nutshell, the brand of your business is your reputation. What customers think of when they think of you.

Your brand is also essential to helping you build relationships with your consumers, and in the age of social media is more important than ever. Your brand, guided by your brand strategy (I’ll explain about that in a moment) helps you and your customers understand “Why you matter.” 

One last thing about a brand, it also allows you to create your authenticity, which is key to your business. Gone are the days of illusion, now people want to see something genuine and real. They want to know how this “real” product is going to make their lives better.

Consumers, audiences, all want to see authenticity from brands they trust.

What is Brand Strategy?

A branding strategy illustrates how you are different from other businesses similar to yours, trustworthy, memorable, and of course reliable by your ideal customer. Branding strategy helps define your purpose, promises, and how you will solve problems for people.

In simple terms, brand strategy is a plan or outline to help guide you and refresh your brand helping you achieve your goals. This is achieved with your evolution and company’s character that continues to highlight your identicality and reputation.

Building Your Business Brand

How do you create a brand strategy?

Creating a brand strategy can be easily done, and the best part is you don’t have to hire someone to do it for you. This, as a small business owner, is good news because money isn’t growing on trees! Using these six components you can develop your perfect business brand strategy.

  • Purpose for your business

Think about what is the reason for you owning or creating your business. What is your function and what is your intention?

Daniel Pink says that we are all in sales but unless we do something to better the world we will struggle in selling our message or product. This doesn’t mean you are going to fix all the world’s problems, but you are going to offer something that will help your consumers.

In any business its main goal is to make money but what else? Are you wanting to help better the lives of women who struggle to change careers in their 40’s, or help provide connections for those who need education?  You could create this in the form of your brand mission or vision statement.

Think about what you want to do with your company, and what it is that you want to accomplish. Perhaps it is something like “To provide education and inspiration to women entrepreneurs as they establish their business.”

Creating your brand will take time, and you will want to start small. Keep your focus on your target audience, this will help you create genuine loyalty and expand your brand.

  • Consistency

This doesn’t necessarily mean that you need to be active on social media posting about nine times a day. What this means essentially is that your messages are aligning with your brand. Think about what you post on social media or the type of advertising you decide to present.

Your message should be cohesive with your brand, so the customer doesn’t become confused. Remember consistency=customer loyalty. Think about it, when you love something, and I mean really love something and suddenly it changes you become alarmed.

What is different about {insert a product or business you love}? Will I still like it? Etc. That is essentially what your customer experiences.

  • Emotion

As humans, we have a need to make connections and relationships. We all just want to be a part of a group. We crave intimacy, affection, and the need to belong. Use your brand to connect with your audience on a deeper level. Create a sense of a family, or remind them how your services, product, or blog will help their lives become easier.

  • Flexibility and creativity

This means you need to stay relevant, and to do this you must use social media. Social media is a place where you can flex your creative muscles and really express yourself. Keep true to your brand, make sure you follow your brand strategy! But don’t let this keep you from creating variations and keeping things fresh. My tip: add a couple of fonts to your brand, and graphics that you can use for a long time. When you are at a point to freshen up your brand, slowly incorporate new graphics and fonts.

For more tips on social media marketing check out my guest post: Social Media Marketing Made Easy

Building Your Business Brand
  • Loyalty

Highlight your positive relationships with you and your loyal customers. Connect with them through social media and celebrate milestones and goals you have reached with their help.

  • Competition awareness

This means you need to be aware of your competition. Learn from that company what they did right or wrong. Are there any strategies or marketing ideas you could apply to your brand? Could you possibly do it better?

Use their strategy to up your strategy game and create more value for your clients. Remember you don’t want to outright copy what they are doing but you do want to learn from them.  I know I said this before but you want to stay loyal to your brand, and consistently use your tone and personality to expand your business.

Building Your Business Brand

Build your Business Brand-Step by Step

Building your brand is bring awareness to your business by using strategies and campaigns with the goal of creating a lasting impression on the market. Building your brand begins with three phases.

  1. Branding strategies
  2. Brand Identity
  3. Brand Marketing

Branding Strategies are the first step you will take when beginning to create your brand, regardless of just starting out or already being established.

Branding strategies are how you want to present your business to the world, and how you want the world to see you.

A successful branding strategy should include the following:

Brand Discovery sets the tone for the personality of your business and delivers the promise through branding. This critical step is where you align the customer insights with your business goals. Successfully creating your brand individuality results in accelerating growth and strengthens customer loyalty. 

Building Your Business Brand

Research audience– you want to know who you need to tailor your business for. Knowing your audience will provide you with a direction and how to create a better marketing plan. Create a customer persona and give your customer a name. This will help you visualize your customer and keep them in mind whenever you do something in regard to marketing or posting on social media.

Need more check out my post on How To Create Content Marketing in 3 Easy Steps. In this article, I show you how to get your content message to your audience and how to create a customer profile.

Research your Competition-You don’t want to copy your competition, but you do want to see what they are doing, how are they making the world better, or solving customer problems. Who is their target audience? What works for them and what doesn’t.

Perhaps you could research what the customer dislikes about that company and use that to your advantage. Perhaps they love the product but hate the customer service or love the product but hate the price. This is information that you can use to help you solve the needs and wants of your ideal customer.

Define your Brand Voice– Brand voice is essential to your business because it incorporates and expresses your brand’s personality and central values through messages you convey when communicating with your audience.  The tone of your brand’s voice must be consistent when you are delivering your message to your audience.

For example, if you look at Starbucks’ website, you will see the written voice is very expressive and passionate about coffee. This is powerful because it allows the brand to create a connection, be relevant and convey joy.

Think of your brand as a voice-over for the words you are developing for your marketing materials. You are developing a personality, putting literally your heart and soul into your business. That will resonate with your customers.

Build your brand message and story-everyone loves a good story and businesses are not above that. People want to know what makes you so special, and how they can relate to you. Again, as humans, we have an innate need to make connections, build relationships, and connect emotionally.

Don’t overlook this part, in doing so you will sabotage your own marketing and design. If your personality doesn’t match, then it will only confuse your customer and will make creating a connection with your brand difficult.

Building Your Business Brand

Brand Identity-This is one of the most creative parts of your business. This is where you will decide the colors you will use for your brand, the fonts, the business name, logo, website and so much more. Once you have created your brand identity be sure to use it everywhere, from packaging to social media.

You want it to leave an impression and be remembered, create a connection and above all be consistent. This means that if you are delivering messages that are cohesive to your brand your ideal customer will receive your messages clearly.

Keeping your content consistent and cohesive will also help you to build trust with your clients.

Brand Marketing– Marketing these days can be done through an agency or even with social media. This all depends on your budget and how represented the marketing is of your brand. Through strategic communication, you are relaying your message with your audience allowing them to discover that you exist and are there to solve/fill a need or want. 

Aside from social media, you can use your website, newsletters, email marketing, and content marketing to help you grow and get your brand noticed.

At the end of the day, your brand is a representation of you and the entity you are creating. You want to put your best foot forward and be as authentic as you can be. Enjoy the creative process of building your brand, and remember to update your strategies as you grow.

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