In today’s world of marketing, experience is the leading factor behind what drives a customer to make a purchase. People want to be able to have a positive experience with a company before they make a commitment and purchase their products or services.How do you help your audience have more positive experiences with your company? One easy way is to work on creating a brand that is clear.
When you have a clear brand, your audience can understand who you are, what your values are, and how you can help meet their needs, which in turn creates either a positive or negative experience for them. Take Starbucks, through the power of branding they have created a positive experience for their customers that makes their customers buy their coffee at high prices even though the customer could get it elsewhere for a fraction of the price.
So how do you develop a brand strategy that stands out and provides positive experiences for your customers? Here are four tips to help get you started.
4 Tips For Creating A Brand
1. Be Consistent
One of the most important things you can do to help your marketing strategy is to stay consistent – this also comes in handy when you are building a brand. The whole point of a brand is to represent who you are as a company in order for your target audience to connect with you and your products. If you are constantly presenting different styles of font, colours and language, you are going to be sending mixed signals to your target audience and they are going to have a hard time understanding who you are and what you represent.
The only time you should change your brand is if you feel that as your company has evolved, your branding no longer fits with your company. If you find yourself in this situation, instead of just adding new colours and fonts here and there, take the time to do a full rebrand. Before switching out your old brand for your new brand, make sure that you have every element of your branding set in stone, i.e. website, new graphics, mission statement etc. This way you can easily flow from your old branding to the next without confusing your audience. You can consider hosting a relaunch event on your platforms, to help include your audience on your company journeys.
2. You Are Not Your Brand
When you are creating a brand, it is important to remember that you, personally, are not your brand. Your brand is a representation of your business, and while you might be the one who came up with the idea, that doesn’t mean that your identity and your business’ identity are one and the same.
At its core, a brand is the collection of thoughts that your customers have about your business, and the overall experience they have with your business. If you can master the art of separating yourself from your business you are going to be able to create a brand that is more aligned with what your audience is looking for.
3. Stay True To Your Values
A great tip to help you when you are creating a brand is to understand your values as a company and stick to them. People love authenticity and love to connect with brands that can authentically and creatively express the same values that they hold.
4. Focus On Your Target Audience
When you are making a brand it is important to thoroughly develop who your target audience is. Knowing who can best benefit from your products/services is going to help you to create a brand that applies to them. Take some time and write out in detail, who your target audience is.
The more information you can come up with about them, the more you are going to be able to get in the mind of your audience, which will help you to create a brand that they can easily connect to.
If you need more help creating your brand, work with one of our team members today. Click the link below to book your free one-on-one consultation.