Business 101: Creating a Killer Brand
You’ve developed a great product, idea or business and you’re ready to unleash it on an unsuspecting public. So how do you get their attention? While clever taglines and titles are a great start, one of the most important things you can do to boost your sales and market awareness is to create a killer brand. The American Marketing Association (AMA) defines a brand as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.” In basic English, your brand is the “face” of your product, so getting it right can have a huge impact on you and your business.
Getting Your Brand Right From The Start
A great brand for your business or product can go a long way to capturing that elusive and valuable target market. In order to ensure you’re on the right track when it comes to your brand, it’s important to ask yourself the following questions.
Who is your audience?
One of the most important things you can do when developing your brand is to get inside the head of your target market, or audience. Think about how they best interact with various forms of social media, as well as how and when they feel compelled to buy. What are their buying habits, and what websites do they regularly interact with? Don’t try to be “all things to all people.” Find your target and stick with it relentlessly.
What’s the story?
People love a good story, so it’s no wonder that developing your product’s background and conversational tone goes a long way to giving it a face and personality. Think of the reasons why the world can’t live without your product, and also how you developed it and why. Keep it positive, though. Potential customers rarely react positively to a diatribe about how your product beats the pants off the competition.
Who can be your brand ambassadors?
Like any good relationship, falling in love is easy, but maintaining it is the real trick. A good brand can help foster customer loyalty to the point of becoming a “brand evangelist.” Think of major corporations, such as Coca-Cola, and how there are those who will happily (and loudly) skip out on the soda if it’s not available. By capturing the hearts and minds of your most valuable customers, you can harness the power of “word of mouth marketing.”
Who are you associating your brand with?
It’s a fact – no two brand avenues are completely alike. Think about where your product will be sold and who will be purchasing it. A brand marketing strategy for a trendy, uptown boutique will read a lot differently than one that’s appealing to a mommy blog. By positioning your product next to the brands your customers already love, it will be easy to integrate into the markets you’re seeking out. One Company that specializes in branding, Brand Fever Inc, describes it as your brand reputation that lures and woos your audience.
Are you spreading it around?
So you know which way you’re heading with your brand and who your target market is. However, are you ensuring that your message is making its way to all facets of your business? For example, if your product has a trendy, high fashion bent, you should be ensuring that “feeling” is working its way into your email, tweets, print media and any other communication coming from your office.
Creating a killer brand can have a huge impact on the potential sales and success of your company. Remember, your brand is the face and personality of your product. By ensuring that you’re speaking to your target market in a way they will understand and respond to, you will be increasing your profit potential in a huge way.
As a former business owner, writer Melanie Fleury knows the importance of having a brand that represents your company in the right way. Brand Fever Inc., a branding company, knows that “as your brand grows, so do your customers.” The brand is for the life of your business and showing customers how your brand is of lifelong value is a critical step in having a successful business.
Photo Credit: http://www.flickr.com/photos/seoplanter/7460432758/
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