Your brand is not your logo or a specific product. It is the image of your company, what you stand for and the quality of all your products. A brand us something that is instantly recognizable and identifiable by almost anyone.
It is an essential part of every successful business. A well branded business will be the first one that customers and potential customers think of when they need something. In effect you will be able to sell your items without advertising them; although this is never a good idea.
Create Your Brand
To establish your brand you need to understand what you are creating. This means knowing what values you consider to be important and how you will show these in the way you create products and interact with customers.
The first step is to look at your own beliefs; these will be reflected in your company and should be recorded. This is the template of how you will conduct your business.
You then need to assess your customer base. You will want to know who your target audience is, why they buy products and how you can appeal to these buying needs. You will find it beneficial to use software for tracking shoppers; you need to know what they are buying and where they are currently going.
It is a good idea to record all these ideas to ensure you and all employees know your core values.
Building Your Brand
Once you know how you want to represent your business you need to start implementing these statements and beliefs.
The first step is to tell your existing and potential customers. They need to know who you are, what you are offering, the beliefs of your business and the quality of your product. This is also a good opportunity to establish your logo.
Customers need to link the logo with every one of your products and the core beliefs.
But letting them know these things is only half the battle. You need to make sure that you and your employees stick to them in every possible situation. An image is only as good as the impression it makes.
In effect every interaction counts as customers only tend to remember the last interaction.
Keeping The Brand Going
Designing and creating the brand is great but you now need to keep the image you have created going. It is unlikely that you will be able to do this yourself unless your business is still very small. You should, therefore, employ a brand manager.
Their role is to ensure that your brand is represented properly in everything you do. This includes making sure your employees always act in the right way. The most effective way of achieving this is for your brand manager to make sure they are always involved in the company and feel that they, and their opinions, matter.
The best way to do this is by making every employee responsible for something and regularly communicating with them to ensure they are happy.
Of course, reviewing the business and the brand impact on the market is also important to do at regular intervals.