How to Create a Brand That Will Grown With You

Branding is the practice of creating an identifiable persona for your company. It is how your customers will relate to you and differentiate your products and services from the competition. It’s not always easy, but there are a few steps you can take to ensure that your business is represented exactly how you want.

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GET TO KNOW YOUR TARGET MARKET

All businesses have a target market, and it is not “everyone.” Your products and services (along with your customer service style and location) may appeal to one group of people but not another. That’s okay. By carving out your target market, you can define who is most likely to buy from you. You can then write messages that they hear, receive, and understand. Identifying your market can also show you where to put these messages. While most people are already using social media, an older demographic may also appreciate television commercials, while the travelers in your group might be more likely to see a message posted in an in-flight magazine.

CHOOSE MEMORABLE BRAND ELEMENTS

One of the first things that people think of when they think of your business is your logo. While this is certainly not the only thing that goes into branding, it’s usually best to start here. Choose elements, such as colors, textures, and fonts, that are easy to see and remember. Small Business Trends explains that different colors invoke a different mood or feeling. In other words, if you’re a salon and spa that wants your customers to relax, you probably don’t want red and yellow in your marketing materials. Before you approve any visual element, make sure that it accurately relays your message.

ENGAGE ON SOCIAL MEDIA

Once you have a good grip on your demographic and the overall theme of your brand, you can get to work engaging with your customers. Social media is a great place to start here, as it gives you an opportunity for a back-and-forth dialogue. Plus, you have the chance to go viral. Consider having a bit of fun on your social media by sharing images, jokes, and stories. You can also create your own memes (here’s a meme creator app) using a template. Add your own custom text, and you’ll be more relatable and even trigger emotions in your customers.

KNOW YOUR STRENGTHS AND WEAKNESSES

All business owners and businesses as a whole have strengths and weaknesses. This could be something as simple as you having a likable personality to not being afraid to admit when one of your ideas is not working. You might also consider outsourcing things like website design, especially if you’re trying to boost your online presence. There’s nothing wrong with hiring a consultant or firm to fill in where you fall short. After all, if we all had the same skills, none of us would be in business.

DON'T BE AFRAID TO REFINE

No matter how hard you work on your brand or how emotionally attached you are to it, there’s nothing wrong with changing to keep up with the times. According to Entrepreneur, there are several ways that you know it’s time to rebrand. These include your image being obsolete, a new target audience, and a competitor coming in and sweeping up your customer base.

You don’t have to know everything about branding. But, if you follow the guide above, including refining your target audience, connecting with social media and memes, and knowing your core strengths and weaknesses, then you can get a great start on creating your new image. Finally, don’t forget that the market changes, and there’s nothing wrong with adapting to keep up with your customers.