According to Google, “branding” is a brand management tool that helps manage a brand’s image. It gives a company a strong personality and a unique identity. We could translate it by positioning a brand. So, from the name to the logo to the way of addressing customers, a brand can no longer develop effectively without a branding strategy established at the base.
But where to start and how to develop effective “brand marketing”? Here are the basic rules for building a strong brand, which transmits the right messages and builds loyalty over time!
- Acknowledge your audience
- Define your identity well
- Create value for your community
- Be honest
Acknowledge your audience
There is no point investing time or money in developing your brand without first determining what will resonate with the people who receive your messages. You must observe and understand their habits, their desires, their expectations and then adapt your speech. You should therefore not start from what you have to offer, but from what your future customers need. This will allow you to precisely calibrate the tone and content of your speech. To help you, think of your brand as if it were a person – your customers’ ideal best friend. How would he talk to them? What would he say to them?
Define your identity well
Before you jump in, study the competition. It is rare today to arrive in a market that is not already saturated. Think carefully why should your target choose you and not someone else? What are the values that you carry? What meaning do you give to your action? This reflection will lead you to the precise definition of your identity, your key messages, and the way in which you will transcribe them editorially and visually. They will serve as the basis for creating your brand name, logo, graphic charter, tone employed and tools used – tangible elements of your branding, which will help you stay in the minds of your prospects and customers.
Create value for your community
A strong and effective branding strategy cannot do without a daily presence on social networks. It is the privileged place to forge a relationship of trust, a close link, an aspirational influence, a discussion over time, and build long-term loyalty with your customers. Twitter, Facebook, Instagram, Pinterest, and Snapchat, study where your target is focused and create your accounts. Be careful, managing social networks with quality content takes time. Do not spread yourself too thin, be consistent and efficient. Talk about your brand, your world, and your values rather than your products. In other words, create value for those who read you. From the moment your content gains value in the daily life of your customers, it will naturally adhere to your brand.
We spoke a little earlier about values and meaning. Today, consumers seek to make sense of their purchases by using their money wisely and buy from brands that keep their promises and deliver on their commitments. If you can’t help a customer solve a specific problem, let them know and show them that you care. Make him a recommendation, without worrying about losing him or not. The more he feels he is being considered, the more he will be inclined to come back because he appreciates your frankness. Trust is the basis for any strong brand.
If all of this seems difficult to understand or implement, you can go through an agency specializing in branding. Our experts are also available to answer your questions!