5 Crucial Things Every Brand Needs for Success
Having a great product or service isn’t enough to succeed. You have to build a strong brand if you want to be prosperous. It takes time and hard work to have an effective, consistent message. However, here are a few common elements needed to build a brand and be successful.
- Audience knowledge
Regardless of the size of your business, it’s important to conduct some kind of market research to get to know your audience. Who do you want to reach? What is the best way to do that?
This type of analysis will let you know if there is a need for your product or service. It also will let you know the demographics of your primary customer base, which can help steer your marketing campaign and many other elements needed to build your brand such as your logo, website and advertising mediums.
Aside from yourself, consider your logo the face of your brand. This is why you shouldn’t take any chances on the design. Colors, fonts and shapes all evoke a variety of emotions in people.
You want to make sure your message is being received as you intended. Work with a design professional to create the best representation of your business. This way, you can be sure your logo also will be suitable for any platform, whether it’s your website, business cards or social media. Sometimes, logos don’t look as good when their size is reduced to fit a profile picture.
- Marketing campaign
Once you know your audience and have a logo, you’re ready to create a marketing campaign. A huge part of the campaign will be developing an online presence. Your online presence will consist of your website, social media, product/service reviews, and guest blog posts—essentially, anything that has to do with you and your brand will be part of your digital footprint.
You can hire someone to design your website, or you can do it yourself with the help of tools such as GoDaddy’s GoCentral service. You can choose from a variety of templates, and there are packages available for any budget.
- Quality content
You shouldn’t launch your website without some quality content on your blog. To develop topics for articles, research your audience. What are the questions your customers need answered? Once you figure that out, it’s your job to craft a response with an in-depth analysis no one else offers. Be authentic and honest, and don’t fill your content with self-promotions or product reviews; customers will see right through you.
Having quality content will help establish yourself as a thought leader in your industry. People will remember your expertise when a need for products or services comes up. It also will help build your network, as you can begin to create content for industry influencers to share on their own blogs. Then, their audience will be exposed to you and your brand, too.
After you’ve established all of these items, it’s important to maintain an unfailing message. Use your logo and colors throughout your marketing materials. Be sure to provide a consistent voice in all of your posts and articles. This is especially important because people don’t receive their information in the say way. You want to be sure a person encountering your brand offline gets the same impression as someone who encounters your brand online.
In addition to marketing material, you’ll also want to ensure there is consistency among your customer service representatives. Remember, anything people encounter regarding your services or products is a representation of you and your brand. Once you have a strong reputation, you will be able to introduce new products and services. People will try them based on the brand awareness and trust you have established.
There’s no magic potion that will make your brand successful overnight. It takes dedication and determination. You might feel like giving up at times, but hopefully these tips will help you push through and thrive.
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About Lori Ohman
Lori enjoys living and changing Southern California, one business at a time. Lori has built a reputation as a leader and change agent. Through LifewithLori.org she explores how we can tackle change.