Brand building goes beyond logo and website creation. The branding process is about giving your business a personality that consumers can connect with.
Ultimately, the goal of the branding process is to establish a consistent style, voice, and message that bridges the gap between your audience and your products. The question is, how do you do it?
Whether you’re building a new brand for a new business or rebranding your established business, you’ve come to the right place.
Keep reading to find out how the brand building process actually works.
Step 1: Establish and Research Your Target Market
Think about the products you sell. Who is looking to buy them? Whose lifestyle will your products improve?
There are different ways to break down your target market. Popular target markets are broken down by:
- demographics (ie gender, sexuality, race, religion, or income)
- location (ie local, national, or international)
- marital or parental status
- interests (ie hiking, playing sports, creating art, or cooking)
It helps to have a specific target customer in mind while also maintaining a wider target market. For example, your products may appeal to people who love to hike. However, they may appeal most to wealthy parents who love to hike.
Once you know who you’re marketing to, start researching that market. Where are your potential customers spending their time online? When are they making purchases and what seems to influence their buying decisions?
Step 2: Create a Look and a Voice That Resonates
Now that you’ve researched your target market, it’s time to put together your branding materials. Of course, this does include your logo and website.
Aim for an aesthetic that evokes the emotion your target market is looking to experience. Colors and graphics are all evocative and you want to ensure that your look matches your brand.
Then, establish your voice. Your brand’s voice should come through in all of your marketing materials, from social media posts to website listings. If possible, you may want to put one person in charge of your social media to ensure that the voice remains consistent.
Step 3: Get Your Branding Materials Out There
Now, it’s time to come up with a marketing strategy based on your target market’s behavior. Focus on the social media sites your target market uses most. Post at times when they’re likely to be active and receptive to your messaging.
There are tons of great and affordable digital marketing tactics to try as you establish your brand. Use a mixed marketing approach by trying different tactics (and different mediums) to see what works best for your brand identity.
Make Brand Building Simple With These Three Steps
Brand building is one of the most important things you can do for your business. Without branding, you may have great products but no way to connect them with consumers. These three steps make the branding process simple so that you can stay focused on growing your business.
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