Branding is one of the most important aspects of any business, large or small. An effective brand strategy gives you a major edge in increasingly competitive markets. But what exactly does “branding” these day mean?
You would hear some Marketers saying ‘Branding is not really where you should focus your efforts initially, you should focus on building your business’ and in a way yes, that is correct but it really depends on what you classify as Branding..
Simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from your competitors’ and more importantly, your brand is derived from who you are, who you want to be and who people perceive you to be. This being said, Branding plays a major part in establishing your business.
The foundation of your brand is your logo. Your website, packaging and promotional materials–all of which should integrate your logo–communicate your brand but it is also YOU. The way you market yourself, the way you communicate, and how you uphold yourself as an expert in your niche market. If you can use the logic of attraction marketing, by building your social profile as an expert in your particular field, people will start to follow you, look up to you and will in return become your number one marketers by referral business.
So let’s talk about defining your Brand
Defining your brand is like a journey of self-discovery both for your business and personally. It can be difficult, time-consuming and uncomfortable. It requires, at the very least, that you answer the questions below:
- What is your personal/company’s mission?
- What are the benefits and features of your products or services?
- What do your customers and prospects already think of you or your company?
- What qualities do you want them to associate with you and your company?
Once you have done your research on the above, it should give you a good base to commence your Brand Strategy and Implementation Plan.