From an agency professional with 15 years working with some of the largest companies in India.
Building a successful brand takes time, effort, and dedication.
Having been involved with brand and marketing projects for over 15 years, through my agencies Pegasus Events and now Ting Tong Marketing, I can safely say that no two brands are the same. They are kind of like people and the relationships consumers share with brands are much alike to the relationships they would share with people.
How then can a brand build its own unique identity and position itself to appeal to users?
Here are five tips to help you create a strong brand that resonates with your target audience:
- Define your brand: The first step is to define your brand’s identity, values, and unique selling proposition. What makes your brand stand out from the competition? What values do you want to communicate to your customers? These are critical questions that you must answer before you can start building your brand. This would be more intrinsic, and it involves digging deep to find out what you want your brand to stand for and literally running exercises where you put yourself in the customer's shoes to figure out how you can align what you are offering.
- Know your target audience: To build a successful brand, you need to know your target audience inside and out. Who are they? What are their pain points? What motivates them? Understanding your audience’s needs and desires is key to developing a brand that resonates with them. This is not as easy as it sounds, gathering data and identifying who your ideal users are is an exercise that takes time and testing, and considerable effort, but is one of the setting stones for when you scale.
- Consistency is key: Consistency is essential for building a strong brand. Your brand should have a consistent look and feel across all touchpoints, including your logo, website, social media profiles, and marketing materials. Consistency helps to build trust with your audience and makes it easier for them to recognize and remember your brand. It is a no-brainer, but one of the most underrated things. You see even if you are a small brand, defining your brand's identity is paramount. I say paramount because when a user browses social media or finds your brand's product on any of the touchpoints you sell at, you have a mere few seconds for the user to be able to identify that the product on sale is yours. If you fail to have that common identifying mark, you will not create recall enough for the user to identify with your brand.
- Be authentic: Authenticity is critical for building a successful brand. Be true to your brand’s values, and don’t try to be something you’re not. Customers can sense when a brand is trying too hard or being insincere, so be genuine in your communications and interactions with your audience. The more you try to make your brand fit in to appeal to a wider audience, the more you push your brand away from the ones who might genuinely be interested in your product. Don't get taken up by social media FADS. What always works and always will is knowing who you are and telling the world truly, this is who I am.
- Stay engaged with your audience: Finally, to build a successful brand, you need to stay engaged with your audience. This means regularly interacting with them on social media, responding to customer inquiries and feedback, and creating valuable content that they can relate to. Building a loyal following takes time, but by consistently engaging with your audience, you can create a community of brand advocates who will help spread the word about your brand. You might think that users do not pay as much attention, at least if your product is utilitarian, but trust me users do pay attention even to something as small as a like on a comment too.
These should ideally form your foundation when it comes to brand building. You need to put processes in place to make sure these are tuned and operate like a well-oiled machine.
From here, it becomes very easy to build upon, your social media posts and other creatives get easier, your tone gets easier and in general, as you scale, others have a ready reckoner to refer to when carrying on the good work you have done.
If you’d like you can reach me at firstname.lastname@example.org for any more help you need.