According to Seth Godin, the godfather of modern marketing, ‘A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.’ That’s a pretty powerful and accurate statement.
So, How do You go About Branding Your Business Then? Here are Five Short Tips:
- After you’ve researched the desires, needs, habits etc. of your customers and potential customers, write your brand messaging. Determine the values you want to convey about your products or services.
- Integrate your brand. Incorporate it into every facet of your business – the way you answer your phone, the content of your email signature, your social media posts etc.
- Develop long-term relationships with your customers. Build trust and meet or exceed their expectations.
- Create a clear and consistent ‘voice’ for your brand. Apply your ‘voice’ to all of your online and offline marketing materials. Your written content, photos, videos etc. should all echo your ‘voice’.
- Devise templates so that your branding will be consistent on all of your marketing materials. Use the same logo, colour scheme, writing style etc. to obtain the same look and feel throughout your messaging.
If you follow these tips, your customers and potential customers will be able to identify with your brand and what you stand for more readily. If your customers like what you stand for, promote your brand and essentially become brand ambassadors, you’ll be able to retire to Bali sooner than you think!