Steps to successful brand building
We've all heard the stories about how you only need one good idea and an empty room to build your own brand. How true is that? Let's break it down.
Yes, creating your own business is not that difficult, but when we're talking about a brand, it's a different story. You can ask, "Aren't a brand and business the same thing?" No. A business exists to sell things. And a brand allows us to introduce that thing into our lives. A brand cannot be created overnight as a business. A business is perceived as something private, and a brand belongs to society. A brand wedges itself into our lives and changes our perceptions. The greatest ones enter public culture in movies, music and books and gain value in an intangible way.
So how do we create some intangible value that goes beyond the usual selling of things? Often people can't say something specific, and they throw around big words. Let's try to decide on specific steps for building your own brand.
1. Define your purpose
The most important and first thing you need to determine is the reason and purpose of the brand. The brand must like people, and your task is to understand why.
Those brands that take a serious purpose as a basis are much more likely to be liked by people and to be loved by everyone. A brand like Dove, for example, has the goal of helping girls abandon conventional standards of beauty.
In a business situation, it's much more important what you do, but a brand people can support because they support why you do it. That should be your foundation and the center of your brand. Ask yourself the usual questions. What are you not happy with? What do you want to fix and what final goal are you willing to fight for? Why should people follow you and what are your advantages and strengths to get there.
2. Find your path
Right off the bat, you need to understand and find the path that will lead you to your goal. For example, you might say that a brand just sells clothes, but it's actually pursuing ideas of reducing harm to nature and not killing animals.
People don't start spending money just because they like a certain t-shirt or pants. They believe that the brand is making an effort for a good cause and want to wear those clothes to literally show their involvement.
Of course, don't just blindly follow trends and adjust to people. Think about what your strengths are? What can you bring to the world? How can you find followers, those who will help you bring your ideas to life. For example, often clothing brands in addition to fashion designers can collaborate with bioengineering scientists who work for the benefit of society and the environment. Think about cooperating with people who may know more than you do in some area. A clever combination of strengths will be able to show you interesting strategies for fighting for your idea.
3. Own Course
Mission. By what means will you accomplish everything you have in mind. Think about the future, roll out your strategy for years to come. From what points you go in and how to stay in. Some brands use donations to scientists to fight disease, or help countries and individuals in need. The proceeds from sales won't go into business development, but into brand development. It will get its name and reputation to help it be a household name.
Your objectives determine how you should behave while building your brand. Your company should embody your ideas and be consistent with the way you see the world.
Consumers are the same people, and they will understand some small mistakes along the way, the most important thing is that they like your goal globally. Zeno Group conducted a study that shows that consumers are much more likely to be willing to side with a brand that, although misguided, is focused on the serious goal of making the world a better place.
Don't forget that it won't save you for long, and in serious situations even your goals may fade into the background. The example of United Airlines, when a passenger was literally dragged off the plane even though he had paid for the ticket, comes to mind. Surveys show that about eighty percent of people are willing to choose another company, and about fifty percent are willing to do it, even if they have to pay more and spend more time. So keep in mind that your goal will help you attract people, but if you get it seriously wrong-the public will notice, in which case your good intentions will be seen as just a cover for expanding your business.
Stay in business
Brands don't come from nothing. They need a solid foundation in the form of a solid and clear business. You need a nice-sounding slogan, a beautiful symbolism. Basically, all the things that are used in ordinary business as methods to attract people. If you can't build a coherent business scheme, then don't rush into building a brand. Do the most important. And when you know you're ready to go for something more serious, to appeal to your customers, go for it. The brand is what will keep you in the game for a very long time.
Was this article helpful?23 Posted by: 👨 Michael A. Ratchford