Brand trust creates loyalty. Eight in 10 U.S. consumers stated that they would rather continue to purchase from a brand they trust–even if a new one comes around that looks more appealing. This is just one of the reasons why creating a strong brand for your business can lead to long-term success.
Building a brand can also lead to more effective digital marketing strategies that hone in on the people you want to work with. However, it may seem like a complicated and overwhelming process if you're not sure where to start.
Read on to learn our top business tips for how to build your brand starting today!
Get to Know Your Target Audience
Building your brand starts by knowing who will want to work with your brand. This is because it's impossible and not worth your time and effort to make it appealing to everyone under the sun!
For this reason, take some time to figure out who your target audience is. If you have a social media account for your brand, you can get some idea through the demographics of the people visiting our page. You can also think of who would be the most ideal customer–the more specific you get, the better.
Once you have this person in your mind, you can consider them the avatar of your brand. All of your marketing efforts should be towards making your brand as appealing to them as possible. Here are a few details you should know about your target audience:
Age
Gender
Marital status
Where they live
Hobbies
Salary
Values
The more specific you get, the better. You'll be able to make smarter online marketing decisions.
Craft Your Brand Message
The easiest step after getting to know your target audience is to create a value proposition. This is the foundation of your brand–it's what differentiates you from competitors and your driving force. It's a specific statement that's short (two to three sentences) and snappy.
You'll find that popular brands often use their value proposition as the headline of their homepage. Right away, you know what they're about and how they're different. Focus on the benefits of your business
If you already have customer reviews, surveys, or case studies, take a look at the adjectives and the language they use. Craft the value proposition with the same kind of language they use.
You can also conduct A/B testing on your website in order to see if one piece of copy or another improves the clickthrough rate. Once you get it down, you'll find that it's easier to make more decisions about your brand and marketing.
Design the Visuals
Once you have a good idea of your target audience and your unique value proposition (UVP), you can start focusing on the visuals. These are comprised of:
Logo
Typography
Color palette
Graphics
Photographs
You'll find that starting with the logo first can make it easier, as the design choices made there can reflect across your entire website and other marketing materials. If you work with a designer, they'll take into account your target audience, competitors, personality, and UVP in order to create a one-of-a-kind logo that can sum up your brand in a matter of seconds.
You can see now why getting to know your target audience first is so important. For instance, the color choices for a brand focusing on professional athletes will be much different from a brand targeting young mothers who want toddler clothes.
Form a Unique Brand Voice
Content is king when it comes to driving more of your target audience to your website or social media pages. However, you can't make just any content–it needs to be written consistently with your brand voice.
A brand voice is the personality of your business. You can discover this voice by picking out at least three adjectives that would describe your brand, such as witty, professional, and humorous. This voice and personality should resonate with your audience in order to build trust and compel them to book a service or buy a product.
It's also important for your local area. If you're a service-based business, you'll find that there may be a personality that resonates more with people who live in that area. If your business is based in Jacksonville, a Jacksonville SEO company can help you find that voice while creating content that pushes your website further up in search engine results pages.
Integrate Your Brand
Now that you know some of the top elements of a strong brand, you'll need to integrate them into every aspect of your business. For instance, don't forget to use your brand voice in your email campaigns, when you're engaging with customers, and in the captions of your Instagram posts.
Likewise, you'll want to use visuals that match your brand identity–even if they're just stock photos or graphics. For instance, a lifestyle brand with a younger demographic will want to feature photos of people the same age as the target audience. You may find that more minimal, urban photos match your brand better.
Build Your Brand the Smart Way
Knowing how to build your brand is just the start–the important step is execution. We recommend starting with discovering who your target audience is. Once this is achieved, each step along the way will be easier because you'll always have your audience as your compass.
Next, crafting your unique value proposition is an integral part of building your brand. It will cascade into visuals that pop, a brand voice that customers can relate to, and a consistent, trustworthy image across the board.
Ready for more strategic and insightful business-building tips? Keep reading the blog to get your business off the ground!
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