Marketing and brand building are two essential aspects to boost your brand’s popularity and sales. The process might be challenging and doesn’t happen overnight, but there’s always a way to start.
Brand building refers to strategies or campaigns to spread awareness about your business to a mass of people and establish a relationship with them. There are three core aspects of brand building: brand strategy, brand identity, and brand marketing.
- Brand strategy deals with purposes, customers, competitors, brand personality, and story.
- Brand identity deals with mostly appearance such as logo, colors, patterns, website design, advertising, content, and packaging.
- Brands marketing deals with user experience, SEO, and marketing.
When doing your brand building, you have to come up with a captivating story about your business. Those three aspects might seem overwhelming at a glance.
Worry not! We’ve made a list of five keys to unlocking an enticing story for marketing and brand building, just for you.
1. Powerful Brand Purpose
When creating a purpose behind your brand, you have no choice but to make it powerful. If you take a look at successful brands in the world, they always carry a strong purpose to their audience.
You can start by following the model of The Golden Circle developed by Leadership expert Simon Sinek. To put it simply, you need to answer the why, how, and what of your brand.
- Why refers to the reasons why you develop your brand.
- How refers to brand advantages compared to other competitors.
- What refers to products or services you offer to customers.
2. Research, research, research
It’s an unspoken obligation to research two things when marketing and building your brand. Let’s take a closer look
Research target audience
It’s important to specify your target so that your brand message resonates best with your target audience. Start by pointing out your target audience’s problem and help them solve it with your products or services.
Doing research on your target audience also helps you define what kind of marketing strategy works best. To do it, you can consider their age, gender, location, education, income, and some other aspects possible. You can also dive deeper into their motivations, goals, pain points, and desires.
Research competitors in the same industry
Studying your competitors is a great strategy to find their product laxities. When you find the gap, try to fill it with your product. Competitor or market research helps you discover your brand positioning.
Here is a list of aspects that you can compare between your brand and competitors’.
- Message and visuals
- Quality of products or services
- Review and mentions
- Marketing efforts
3. Highlight Key Qualities
Key qualities deal with your product’s uniqueness and authenticity that can’t be found in your competitors’ products. If you know your key qualities, now it’s time to bring them into the spotlight.
You can reap as much audience as possible by narrating several keys below.
- Offer products or services with authenticity
- Offer benefits to support daily needs
- Offer more affordable cost
- Offer speed, comfort, and effectiveness
4. Brand Personalities Matter
When it comes to brand personalities, it branches out into two other aspects, which deal with visuals and messages. If you execute these two aspects amazingly, it will last to a long-term relationship with your audiences.
Brand’s visuals or appearances
Brand visuals might be one of the best attention suckers for audiences. This deals with the logo, web appearance, color palette, and typography of your brand.
You are allowed to create your brand visuals as you wish, but you can also spice them with the brand value that you carry. Here is a setlist of brand style guides for you.
- Tag line
- Image/picture style
- Web appearance
- Color palette
Brand’s Vision and Mission
Every famous brand carries visions and missions. They don’t have to be bullet-point long but must be engaging and impactful to the audience.
Brand vision refers to any aspirational statements that your brand carries and what kind of impact it has on the environment or humankind in the future.
Whereas brand mission deals with the company’s commitment and execution to accomplish the visions.
5. The Best Marketing Tool
There are ways to introduce and sell your product to target audiences. One solid recommendation is using animated commercials.
It’s one of the best routes to give your audiences solid pictures of your product and how it works to help them. As most people are categorized to be visual learners, using animated commercials is effective to boost engagement and conversion to raise sales.
A survey reveals that 84% of people are convicted of buying products or services after watching a brand’s video, as cited from Google. Therefore, this marketing trend is predicted to continue in the future.
It’s important to realize that the process of brand building is not easy and can’t happen overnight. It makes sense for some reasons because you need the right strategy, time allocations, and efforts.