Helpful Tips and Strategies for Building and Marketing Your Brand
by Arina Smith Marketing 24 September 2021
Many people love the idea of becoming an entrepreneur, but many fail to realize all of the work that comes with starting and running a successful business. One thing many business owners tend to neglect is fully creating their brand. A company’s brand is one of the major driving forces behind what makes people want to spend their money with a business.
Building Your Brand
Keep in mind that a brand is the persona of your business. It is how people identify your company and your products or services. Before you build a brand, you’ll need to have started a business. This means starting with a business plan and deciding if you’re going to offer products (food items, personal care products, etc.) or services (medical, entertainment, advice, etc.). Once this is decided, then you can move forward on creating your brand.
Pick Your Personality
Based on what you’ll be providing to your customers/clients, how do you want your brand to be perceived? What words do you want people to associate with your brand? How would you describe your brand? How can you make yourself stand out from other companies offering the same services/products as you?
Choose Your Company’s Name
Once you have the persona of your company figured out, it should now be easier to come up with a company name. There are several ways to come up with a company name, such as using a related word (coffee, soup), making up a word (Pepsi), combining two words (Pinterest), or even using an acronym.
Create a Slogan
Slogans aren’t required for a brand to be successful, but it’s an easy way to make sure that people will remember your brand. Slogans should be catchy, but short; they must make a strong impression, but not be too hard to remember. Ideas for a slogan could include a rhyme, a metaphor, a literal statement, or a direct claim.
Design Your Logo
No brand is complete without a company logo that will allow people to recognize your company. When designing your logo (or having someone design it for you), consider all of the above: your brand personality, the name of your company, and your company’s slogan, if applicable.
Marketing Your Brand
In today’s world, we can do just about anything on the internet— as illustrated by the COVID-19 pandemic. Marketing is no exception, and it’s most often done online versus any other way. When marketing your brand online, the first thing you should have is a company website. This will be the landing place for all future customers to purchase your products and/or gain more information about your company and its products/services.
Social media is another huge part of digital marketing. Nearly 4 billion of the Earth’s population (that’s almost half) use social media, and your business has a strong social media presence that can help you generate more revenue and create growth for your company. Just about all of the major social media sites allow you to create business pages, give you tools to utilize to track your business’s progress, and they give tips for growth.
Just because we live in a digital world doesn’t mean that traditional marketing efforts aren’t effective— it’s just that digital marketing efforts are usually more effective. However, if you’re a small business operating in a small town, advertising your business in the local newspaper and on local radio stations and TV channels can be very effective in growing your business. You can also hand out fliers and have your logo printed on different things as a form of marketing. An example would be a construction company adding its logo to a Ford F250 work truck rental and driving around town where people can see it.
On top of building and marketing your brand, it’s also important to maintain it. Don’t be afraid to reach out to customers and clients who have concerns. Also, understand that mistakes may happen, but people are often more understanding when the brand reaches out and tries to correct any wrongs.