Years ago branding was defined as distinguishing factor of a company in the form of a name, slogan, sign, symbol or design, or a combination of these elements. But, that’s not the case today.
What should you be doing as a brand?
Branding is not just about making your target audience choose you over your competition. It is solely about your consumers to know you a solution for their problems or needs. Basically, a brand should be able to do the following in an efficient manner.
- Delivering a message crisply and clearly
- Act to withstand your credibility in the market.
- Connect with your target audience emotionally
- Motivate the buyer to make a purchase
- Increase customer loyalty
Understanding your target audience
To succeed in branding, you must understand the needs and wants of your target audience. You can achieve this by creating a uniform, well-thought and strategised integrating your brand strategised approach in every opportunity you get to inform your target audience.
Think of branding as though your company or organization were a living, breathing person. Imagine this person explaining who they are, why they’re valuable, and what they specifically have to offer. As consumers begin to relate with you, your brand will live in the hearts and minds of customers, clients, and prospects, and they’ll connect on an emotional level.
The 3 questions those are important in branding
Your brand is the source of a promise to your consumer. If you’re projecting yourself as the leader of the market in your niche then you have match up to the expectations of the customers likewise. It’s important to spend time researching, defining, and building your brand.
Branding doesn’t just end once the customer has brought your product. It has to last longer to ensure customer loyalty. There are 3 simple questions that can help you to identify if your brand caters to this.
Did the product or service perform as expected?
Was the quality as good as promised or better?
Was the entire customer experience positive?
If you can get positive answers to these three questions, you’ve created a loyal customer.
What after that?
Branding helps not only in achieving loyal customers but also loyal employees. When your company has a solid branding, a solid belief system that the employees work to achieve, it gives them something to hold on to. Successful branding comes when every employee of the organisation work towards achieving their brand promise. This gives them a reason to feel important which in turns result in loyalty towards the brand.
Brand evaluation checklist
There are some basic questions that you could try answering to evaluate your brand if it is on the right track with strong branding
- Does your brand relate to your target audience? Do they understand you?
- Does your brand have something unique that is of value to the buyer?
- Does your brand keep the promise to your customer?
- Does your product reflect your brand qualities?
If you not sure of the answers to these questions, it means it’s time to get a professional to reevaluate your brand and assist you strategize branding activities that is right your brand