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Build Trust, Retain Customers, and Acquire New Ones
Brand building is an essential part of a successful marketing strategy for your business, so you may be wondering how to get it right. To begin with, it’s important to keep in mind that creating a brand and building a brand are not the same. While you might have an impression once you come up with a logo and a name for your business, that’s far from what it actually takes to create a memorable brand identity.
But fear not! At Retna Media, we are here to walk with you every step of the way, from helping you create a unique logo and brand identity to assisting you with delivering clear and consistent brand messaging to your target audience. Let’s explore together what brand development is, why it is important, and how to ensure its success.
What Is Brand Building?
Broadly defined, brand building is the process of creating a unique identity for your small business, introducing your brand to your target audience, and marketing your company to enhance your brand awareness and establish your reputation.
Why Is Brand Building Important?
One of the most common misconceptions people have is that social media is taking over and brands are becoming increasingly irrelevant. However, this isn’t the case. Businesses that are more likely to succeed are those that pay close attention to their brand promise. Let’s take a closer look at what this actually means.
Every brand needs to:
- Reflect consistency and reliability. What this means is that as a business owner, you are responsible for engaging with your customers and ensuring their satisfaction. This will help you build trustful relationships, retain customers and acquire new ones through word of mouth.
- Convey your passion for your products and services. Running a business is not only about making profits. You are far more likely to succeed if you deeply care about the value you bring to your customers.
- Demonstrate your commitment to quality. No matter how good your marketing strategy might be, quality is an essential part of any successful business. People are far more likely to choose companies that have an established brand over those that seem to care little about how they are perceived by others.
Brand Building Essentials
Now that you have a full understanding of what brand building is and why it’s essential for your business, let’s take a look at what the process entails.
Step 1: Position Your Business
At Retna Media, we like to start brand development by asking two fundamental questions: who are your target customers? Who are your competitors?
The answers to these questions will help you successfully position your small business within your local niche. Knowing your target audience will help you craft brand messages that appeal to your customers. Understanding who your competitors are will help you develop a strategy on how to set your own business apart.
If finding your target audience seems like a daunting task, you can leave it to the experts at Retna Media. We can help you find out who your ideal customer is with a series of questions: are your products for young people or seniors? Do you target mostly men or women? and more.
To understand your competitors better, you can explore their customer reviews and delve into their websites and social media platforms. By doing so, you’ll be able to identify both their areas of excellence and potential weaknesses.
Step 2: Choose Your Personality and Values
Consider how you want your customers to perceive your business. What quality is most important to you? Do you want to be perceived as sincere, innovative, competent, or sophisticated?
Additionally, what social causes do you care most about? Social inequality, or climate change, maybe?
Having a defined personality and core values for your business in mind will significantly impact the subsequent steps of designing your logo and other areas of your brand messaging. It will influence factors like the tone of voice used in customer communication and how you position your products/services with respect to the social causes you deeply care about.
Step 3: Pick Your Brand Name
Your business name can be either abstract or descriptive. Abstract names are typically invented words, while descriptive names may indicate what your products and services are through the use of onomatopoeia, for example. An example of an abstract name is Starbucks. A descriptive name usually describes the products that you offer, like Whole Foods.
At Retna Media, we can help you choose a brand name that will resonate with your target audience the most.
There are also several important steps and guidelines to follow when choosing a brand name:
- Choosing a unique and catchy name
- Trademarking it
- Using the right keywords that are related to your business.
Step 4: Design Your Logo
An effective logo is usually simple and memorable, and can incorporate a symbol. Famous logos strategically combine colors, shapes, and fonts to leave the desired impression on customers. At Retna Media, we have a team of expert designers who will keep your target audience and the core values of your business in mind to develop an iconic symbol that provokes an immediate, bold impact.
Step 5: Evolve Your Brand
Brand development doesn’t end with a brand name and a logo. It is a continuous process that involves producing marketing materials, such as business cards and signage, to increase your brand’s awareness. Additionally, it involved incorporating your personality and values into your press releases, social media posts, email communications with customers, and responses to customer reviews.
As your business grows, it is also essential to update your brand story and clearly define your vision for the future.
At Retna Media, we deeply care about helping small businesses succeed. From experience, we know that success starts with a commitment to delivering on a brand promise. With that in mind, we have a team of experts ready to help you develop your brand, from defining its core values and personality to designing a logo. We will also always be there to support you on your brand development journey. Contact us today to find out more!
