Vital Brand Building Strategies | How To Build A Brand That Transforms Your Business And Wows Clients

Vital Brand Building Strategies | There are many misconceptions about how important branding is for business success, how much work it takes, and the best ways to do it. However, every business, from a fresh-faced photography business startup to Apple, knows good branding can make or break a product or service. No matter how innovative your small business service or product is, you have to make potential clients aware of it before you can turn it into a success.

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The benefits that a well-defined brand can bring are the same as when people fall in love with each other. When clients connect emotively — because they share the same values and beliefs of a brand — it leads to loyalty, advocacy and can even protect your prices in situations when competitors rely on promotional discounts to boost sales. However, there’s more to your “brand essence” than just designing a logo and writing a snappy slogan. Your brand is the entire sum of what your business does, what you excel at and the experience your clients have with you. In other words, it affects whether clients join your loyalty club and refer you to friends — or don’t bother with you again.

Defining Your Brand | Vital Brand Building Strategies

Defining your brand is like a journey of business self-discovery. It can be hard, time-consuming and even feel overwhelming. It requires, at the very least, that you review the product or service your business provides, determine the space in the market it holds and research the emotive and rational needs and concerns of your target audience. Do your research. Learn the needs, habits and desires of your current and potential clients. And don’t rely on what you think they think. Know what they think.

Vital Brand Building Strategies | How To Build A Brand That Transforms

RELATED: Business Branding Success Secrets | Quick-Start Guide To Building A Brand That Attracts Die-Hard Followers

Be Authentic | Vital Brand Building Strategies

A well-branded business has the ability to stand out, earn loyalty, and define themselves within their particular ncihe. However, your efforts to brand your business won’t get you far if you’re not being authentic. Don’t dress up your offering and raise expectations that result in broken promises; instead, create trust with honest branding — be clear who your company is and be true to the values that drive it every day. To put it simply, 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 cast your brand as luxury if you serve price-sensitive clients. Avoid being too “fun” if your ideal clients tend to be more serious.

Find Your Voice | Vital Brand Building Strategies

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 engage your clients. Many small businesses mistakenly change their messaging depending on their audience. This will only confuse your existing and potential clients. Create a voice for your business and apply it to all written communication and incorporate in the visual imagery of all materials, online and off. Is your brand friendly? Be conversational. Is it ritzy?

Maintain Consistency | Vital Brand Building Strategies

To build and maintain a strong brand, every element of it should be as good as your product or service and you must be consistent in presenting your brand. This includes not only your company’s name, logo, overall aesthetic design, products and services, but also includes your marketing materials, website, appearances at trade shows and conferences, content posted to social networks, etc. To ensure consistency, create templates and define brand standards for your marketing materials. Use the same color scheme, logo placement, look and feel throughout.

RELATED: Clever Branding Tips | A Quick-Start Guide To Creating A Big Brand For Your Small Business

Vital Brand Building Strategies | How To Build A Brand That Transforms

Be True To Your Brand | Vital Brand Building Strategies

Although this is common sense, you’d be surprised how many small businesses ruin relationships with their clients by failing to keep their promises. Happy clients who feel good about your business are your best source of referrals. They will never return to you, or refer you to their friends and family unless you deliver on your brand promise.

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It’s Easier Than You Think | Vital Brand Building Strategies

These tips may sound like they take a lot of effort. At the outset of establishing and building your brand, you might have to do a little homework. Once you get going, though, it gets easier, more routine and more instinctive — as long as you know your market, trust your intuition, maintain consistency and be yourself.

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