Vital Brand Building Guidelines | How To Build A Million Dollar Personality Brand Without Breaking The Bank
Vital Brand Building Guidelines | The brand is one of the most important elements of any business, large or small. Your brand is the entire sum of what your business does, what you’re good at and the experience clients have when doing business with you. Your brand will affect whether clients join your loyalty club and refer you to other people — or don’t bother with you ever again. The benefits that a strategically defined brand can bring are the same as when people fall in love with each other. When clients connect emotively with your brand, it leads to better sales and better brand differentiation.
Studies have shown that 75% of purchase decisions are based on emotion, which means an effective brand strategy will give you a major edge in increasingly competitive markets. The businesses that place value over price win hearts and are usually armed with a well-defined, genuinely appealing brands. The benefits of defining your company’s values, voice, and market placement can include better profits, as well as better client and employee retention.
What Is Your Brand | Vital Brand Building Guidelines
As I mentioned above, it is about the sum total of the experiences your clients have when doing business with you. This includes the visual elements of your business, but it also includes what you do, how you do it, what your client interactions are like, the type of information you share in your marketing materials and on social media. All these elements help establish the trust and credibility of your business.
Know Your Business | Vital Brand Building Guidelines
In today’s competitive marketplace, you don’t want to be a “jack of all trades, master of none.” While it may be tempting to offer clients a wide array of products and services and serve anyone under the Sun, it’s vital to keep your brand focused. Your clients may skew toward a particular demographic or socioeconomic group. They may have a specific problem, interest or need in common. Your brand needs to connect with these people. They’re your target audience, the potential client you should be aiming to serve. Do your research. Learn the needs, habits and desires of your existing and potential clients. And don’t rely on what you think they think. Know what they think.
Be Honest And Authentic About Who You Are | Vital Brand Building Guidelines
Your brand has to talk the talk and walk the walk. Otherwise, you’ll present yourself inconsistently and confuse your target audience. Don’t try to portray your brand as luxury if you serve price-sensitive market. Avoid being too “fun” if your ideal clients tend to be more serious. You’ll struggle to deliver the right consistency across different platforms if your brand persona is nothing more than a facade, and clients won’t return to you, let alone refer you to someone else, if you don’t deliver on your brand promise.
Create A Voice For Your Company That Reflects Your Brand | Vital Brand Building Guidelines
What you say is important, but don’t forget the way you say it. Your company’s voice is the language and personality you and your employees will use to deliver your branding message and reach your target audience. This voice should be applied to all written communication and incorporated in the visual imagery of all materials, online and off. Reuse key phrases that are your unique selling points, whether they’re used in your brochure, on your website or in print ads. Feature your business tagline on everything — it’s your brand promise boiled down to a catchy, memorable phrase, after all.
Keep Your Visual Identity Professional And Consistent | Vital Brand Building Guidelines
From business cards and logo to email newsletters and brick-and-mortar signage, all of your printed communications and sales materials should look, feel and sound like they come from the same source. Design templates and create brand standards for your marketing materials. Use the same color scheme, logo placement, look and feel throughout. Why should you care about brand consistency? You should care because brand consistency leads to familiarity, and familiarity leads to trust.
Build Community Around What you Do | Vital Brand Building Guidelines
A successful brand is one that is trusted and respected by customers – building a strong community online and off can help you achieve this. You don’t have to spend a lot of money to do this. In fact, many successful brands concentrate almost exclusively in online and offline community building as opposed to traditional advertising. Sure, you talk to customers when they come in, call or email you. That’s a conversation. But conversations end. Dialogues are ongoing. Don’t just throw advertising messages at your followers – instead, engage them, retweet and reply to their tweets. Social media should be social, after all.