A brand is a set of associations that a person makes with a company, product, service, individual or organisation. It can be intentional, based on your marketing communications activities, or outside of your control, for example, as a result of a poor press review.
A brand can be one of your most valuable assets; for 13 years’ Coca-Cola held the top spot in Interbrand's influential listing of the leading 100 global brands. According to a report published by the Design Council, its brand equity is valued at $65.3bn, just under half the company’s true market value.
However, building a brand building can be costly and time-consuming, which is why the ability to grow via product line extensions can be extremely advantageous. Lending credibility to new products/services and providing an assurance of quality, your brand lets your consumers know what they can expect when they buy from you.
According to a survey by Nielsen, nearly six-in-10 people (59%) prefer to buy new products from brands familiar to them, and over a fifth (21%) say they have purchased a new product because it was from a brand they like.
Creating Your Unique Brand
If the ‘brand’ is your end result, then ‘branding’ is the process by which you attempt to harness, generate, influence and control associations with your brand to help the business perform better. Here we share some important steps you must undertake when branding your company:
Know Your Audience
Your brand identity should be based upon the concerns, needs, preferences, and lifestyle etc of your target audience. You’ll never be everything to everyone, so concentrate on finding your niche, and carving your place out within it.
Define Your Brand Personality
Encompassing your beliefs, values and purpose, your personality should help to promote your business, connect with your customers and differentiate you in the market. It should be the foundation of your brand, underpinning every communication and every action you make.
Be innovative, bold and daring; there’s no point making yourself into a ‘me-too’ company, as you’ll only succeed in fading into the background. Carve out a distinctive identity and leverage the things that make you unique to attract customers to your brand.
Be Clear & Consistent
Never over-elaborate on the facts, dressing your offering up into something it’s not and raising expectations that result in broken promises. Create trust with honest branding and communicate the same clear, simple messages throughout all your communications.
Position Your Brand
Brand Positioning needs to consider who are you and who is your target market. Are you a disruptor in the industry? Are you out to challenge a specific competitor? Are you wanting to be an Industry leader or innovator? Whatever the answer, it should be driven by your overall business goals and reflected through your brand and out into all your marketing activities.
Brand Development Workshop
If you want to develop a powerful brand that helps you stand out from the crowd, contact us to book your specialist Branding Workshop. Our knowledgeable, experienced team with work with you to develop an outstanding brand that encompasses your company values while showcasing your differentiators and competitive advantages.
our Training Courses are highly affordable and delivered by industry experts who are also experienced and fully qualified members of The Chartered Institute of Marketing (CIM).
These courses are designed to have an immediate and positive impact on your business performance.
All Our Workshops & Training Courses Provide 100% Satisfaction Guarantee Or Full Refund.
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