Ways & Methods Of Branding To Attract Customers
Building successful brands is not a one-size fit all activity. Brand building is both art and science, and the method of creating a brand strategy is never the same for every brand. Branding is just as important for small businesses as it is for big names. Indeed, many corporate brands try to look more like small firms in order to appeal to consumers that prefer to support independent brands. Before knowing, ways & methods of branding, let us understand what is brand building.
What Is Brand Building?
There is no one definition that actually captures the essence of brand building in its entirety. Many people think that brand building is all about communicating and exposing your brand. That is just one side of it. The best way we can define it is that it is a process of creating value to consumers. It encompasses all things that consumers know, feels, and experience about your business in its entirety.
Here are some ways to differentiate your brand from your competition, many of which we employ, amongst others.
Start by defining your brand
We love to review our product which our business offers, pinpoint the space in the market occupies and researches the emotive and rational needs and concerns of our customers. Our brand character promotes our business, connect with our customer base and differentiates us in the market.
When building your brand, think of it as a person
Every one of us is an individual whose character is made up of beliefs, values and purposes that define who we are and who we connect with. Our personality determines how we behave in different situations, how we dress and what we say. Of course, for people it’s intuitive and it’s rare that you even consider what your own character is, but when we are building a brand it’s vital to have that understanding.
Consider what is driving your business
What does it believe in, what is its purpose and who its brand heroes are? These things are helping us to establish our emotive brand positioning and inform the identity and character of brand communications.
Aim to build long-term relationships with your customers
We don’t believe in dressing up our offering and raise expectations that result in broken promises. We believe in creating trust with honest branding by being clear who our company is and be true to the values that drive it every day.
Speak to your customers with a consistent tone of voice
It helps us to reinforce our business’ character and clarify its offering so customers are aware exactly what to expect from the product or service.
Don’t repeat the same message in the same way over and over again
Alternatively, we aim to make our key messages work together to build a coherent identity.
Don’t try to mimic the look of chains or big brands
We believe in trying and carving out our own distinctive identity. There is a big consumer trend towards independent establishments, and several chains are in fact trying to mimic an independent feel to capture some of that market. We are truly independent operators and we leverage our status to attract customers who are looking for something more original and authentic that aligns with how to feel about themselves.
Be innovative, bold and daring – stand for something you believe in
We are encumbered by large layers of bureaucracy, preventing from being flexible and reacting to the ever-changing needs of their customers. These layers of decision-makers can make it hard for us to be daring with our branding.
Always consider your branding when communicating with customers
We don’t concede to lose our pride or dilute our brand positioning with indiscriminate discounting. Rather than slashing prices, we love to offer more. Promotions are an opportunity to reinforce our brand mission.
The old way of stamping your logo on everything won’t cut it
The future of branding is fluid and engaging. Hence, we respect our customers’ intelligence by not giving everything away up front. We strive to generate some intrigue and allow them to unearth more about our brand for themselves. This is the way to foster ambassadors who revel in telling other people what they have discovered.
Efficient brand management is a key success factor for us. Depending on the nature and culture of our organization, and the reason your brand exists amongst others, we have developed three essential methods of branding.
Brand strategy is like creating mythology — stories people care about and remember. People don’t buy products, they buy personalities and meanings associated with the story of those products. People will only find meanings in brands with personality.
We, at THE MMIT, strategically developed our brand value which helped us to foster strong relationships with clients and prospects, building a stronger path to new business.