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When most people think of the word “brand,” they think of a business like Coca-Cola or Nike. And to be sure, these are certainly brand-name companies. In fact, their names are nearly ubiquitous, and they both have distinctive logos that we all know by sight.
But there’s more to a brand than just a name or a logo.
Really, a brand is a personality. It’s a fully-formed vision of your company. In other words, when someone gets to know your brand, it should be like getting to know a new person. Your brand should have a look, a feel, and an overall memorable impression that makes a mark in your chosen industry.
Whether you’re just starting out in business or you’re looking for ways to improve your already-established company, brand refinement is a great approach. Below, we’ve outlined a proven 7-step strategy for undertaking this process.
7 Key Steps for Successful Brand Building
1. Do some research on your target audience.
First, you have to know who you want your brand to speak to.
The key here is not to get overzealous and try to speak to everyone. If you’re selling coffee blends with a patriotic flair, you’re probably not going to be targeting millennials in college. If you’re selling fun and frilly hair ties and headbands, you’re not going to be targeting men in their 40s.
Know your audience, know what they like, know where they hang out (online and in real life), and know what your competition is.
2. Choose a personality.
Again, you can’t be every personality. For instance, you can’t be fun and chipper and also dark and brooding. You can’t be serious and studious and also silly and sassy. You need to choose your company’s personality and base it on who you are as an individual an… Read More
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