3 Key Factors of Successful Brand Building
Many businesses fail to capitalise on using branding to take their business to the next level, and as a result they fail eventually.
11:18 29 August 2020
It is baffling. After all, it is not difficult getting your head around branding. Branding is not complicated. But businesses often end up complicating things and make things look extremely harder than they are. The real problem is most companies neither appreciate how proper branding is done nor put in the time or resources to make branding click for their business. It is a perfect recipe for disaster. But the thing is it can be avoided. In this article we will be looking at a few key things that are the real cornerstone of any good and successful brand.
The trust you build with your customers, partners and other key stakeholders lies at the heart of any branding campaign. Sadly, trust takes a backseat in many campaigns these days. That is not hard to understand if you look at how things like design are given much more precedence at the start of a branding campaign.
Make no mistake, design is a crucial thing too. It’s not overrated. But trust is what builds a good brand both offline and online.
Businesses can build trust in many ways. Some of the recognized practices come in the form of building trust through content, publishing reviews and testimonials, and by leveraging other global brands. To put things in perspective, creating videos that walk your customers through your product development and give them a peek behind the curtain is a great way to position your brand.
According to this popular brand design agency, businesses are now more eager than ever to create videos that take their customers behind the scenes and give them a real sense of understanding how they have adapted in the post pandemic world to continue catering to their customers. Anything to create a lasting impact in such times of distress. Another simple and effective way to build trust that is gaining traction particularly among the local businesses that are going online post Covid-19 is to create dedicated sections on their website. For example, a well-written about us page that tells your story goes a long way towards making your customers understand where you come from. Similarly, a highly secure payment page integrated with trust symbols like logos of renowned global brands such as Visa, Mastercard etc is going to be significant in dispelling any doubts that your customers may have about putting down their credit card details to pay for your product or service.
Making the right impact with your customers is easy when your brand exudes some personality of its own.
Yes, it is important for your brand to have a voice of its own. It could be fun and exciting. Or it could exude an air of competency in a sophisticated manner. Which is why you need to go on a bit of a self-discovery to figure out what kind of personality would sit well with the mission and goals of your business.
It is not rocket science, though.
Just think about what your brand personality might be like if it were a person. Start building out attributes and qualities that match your products. Then define the personalities of your target audience. That way, you can learn what your typical customer likes and dislikes, what he or she is motivated about and apply that knowledge to create a brand persona that aligns with your target audience and also communicates what your business is all about.
Do it right and you might be well on your way to making a long-lasting impression in the minds of your customers.
Stamping your authority holds the key when it comes to cultivating brand expertise. Whether you are selling products or offering services, demonstrating your expertise is paramount to building an established brand and instilling a sense of loyalty in your customers.
Brands wanting to create good brand authority should start with leveraging the power of content marketing to create blogs, social media posts and videos that communicate to their customers that they know their stuff and that they can be relied upon. Recently, several brands have started dabbling in the fledgling field of podcast marketing and collaborating with content creators and producers to position their brands properly and put their business in front of their target audience.
To conclude, businesses that want to make a good brand for themselves should first focus on building trust, communicating their persona, and stamping their authority. It is always the simple things that work- even in the trying times of a global pandemic.