Small businesses, non-profits, and start-ups are among our clients. We make our living by bringing the branding and marketing tools and tricks used by big brands and Fortune 500 companies to organisations that cannot normally afford them.
Unfortunately, many people who work with small businesses, non-profits, and start-ups don't seem to understand the principles of branding, and those who do tend to chase money and target big brands and Fortune 500 companies.
Another notable difference I see between marketing professionals who work with big brands and Fortune 500 companies and those who work
Step 1: Research your competitors
Discover what they do well and what they do badly. You need to know what they do well because you want to be at least as good as them. You must understand what they do poorly because this represents an opportunity.
This is referred to as "landscape analysis." It is an understanding of the competitive landscape.
Step 2: After learning about your competitors, articulate what you do differently and better
It's as simple as that. If you can do this, it's just a matter of getting your brand in front of as many people as possible, and there have never been more people or more places to do this in history.
But don't mix up simple and easy. This is similar to the game of Go in that it takes a second to explain but a lifetime to master. This is known as a "value proposition." People will want to work with you, buy your products, or join your organisation because of it.
Step 3: Make it plausible
This is where your story enters the picture. Explain to others why you do things differently and better. However, be cautious: while focusing solely on the story may be interesting and pleasant, if it does not support your value proposition, people will remember you but not buy your products or services or join your organisation.
Most agencies refer to this as a "brand story." That term irritates me because the acronym is BS. We prefer "organisational story" because, when done correctly,
Step 4: Make your name do some of the heavy lifting
Naming is one of the most difficult tasks we face because everyone tries to make it personal. They want the name of their organisation to be meaningful to them. And yes, you can use a personal name. Personal names have certainly been used successfully by organisations such as Walmart and McDonald's, but it's much easier if you make your name meaningful to your customers, as Apple, Nike, and Tesla do.
Step 5: Apply the "different and better" filter to your slogan
A good rule of thumb is that your name is what people remember you by, and your slogan is what sells you. "Think Different," a slogan created by TBWA/Chiat/Day for Apple, is my all-time favourite.
Step 6: Put your logo through it as well
I am not saying a logo isn't necessary. A great logo has the potential to become iconic. It is not your brand, but rather an expression of it. It bears your seal of approval. And when you run the logo through the "different and better" filter, you get something truly unique. Take, for example, the Nike swoosh. When asked what the now-famous swoosh means, Nike co-founder Phil Knight replied, "It's the sound of someone going past you."
Step 7: Create a fantastic website
People frequently ask me why we build websites, and my response is always the same: Because it is frequently the first point of contact people have with your brand, your website is the most important communication tool your organisation has. If you get this wrong, the first six steps are meaningless.
One of the most common mistakes that businesses make with their websites is to use the valuable real estate above the fold to explain what they do or why they are needed.
Treating your website as an infomercial for your brand is an extremely effective strategy. To save space, have the menu at the top tell people what you do, and then use the banner and headline to communicate what you do differently and better. Then, as they scroll down the page, have the next section give another reason why you are different and better, and so on and so forth.
Step 9: Increase your visibility
Another advantage of investing in consistent branding is that it makes your brand more memorable. Customers become more familiar with your company when they can identify it based on physical, visual, and auditory cues. This builds trust, which 81% of customers rely on when making a purchasing decision. Customers' recall and engagement with your content, emails, or advertisements may also be influenced by brand recognition.
Step 10: Employee recruitment and retention
According to LinkedIn, companies with a strong employer brand will attract 50% more qualified candidates 1-2 times faster than others.They will also recruit at a 50% lower cost per hire. Moving down the line, your current and former employees' experiences, as well as how they spread the word, have an impact on your workplace reputation and employee retention rates.
Actively managing your brand is not an option if you want to hire skilled developers and other specialists or keep your best talent away from competitors. It is a
Conclusion
The importance of relatable content cannot be overstated. Understand your target audience and create engaging content that can elicit emotions and help you build a relationship with them.
As you can see, developing your brand does not have to be difficult or expensive. The majority of these suggestions are free or low-cost. You can begin with a small budget and gradually increase your branding efforts as your company grows. To brand your company, follow these seven simple steps:
• Determine your intended audience.
• Develop your value proposition.
• Choose your mission.
• Define the personality of your brand.
• Create brand assets.
• Integrate them into all your channels.
• Maintain consistency.
Brands should be "refreshed" every five years or so, according to marketing industry standards, and your messaging, marketing campaigns, and overall goals will change as your company does. Developing a strong brand, even if it takes time, implies that your target audience can grow and change with you. Please contact DesignLab if you require any additional information or wish to learn more about our services.
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