Big brands choose Webbiz, let us help you build the perfect brand.
A recognizable and coveted brand is one of the most valuable resources businesses can have at their disposal. If we take a quick look at some of the world’s most iconic brands, we can clearly see how they prevail. Starbucks is more than just a coffee brand, Coca Cola, more than a soda, McDonald’s is more than a fast-food chain and Nike you guessed it, more than an apparel brand.
What do all of these brands have in common? Simple. They each have their own story, but more distinctly they provide experiences and experience is a crucial ingredient in building a killer brand.
A company’s brand is its core, but Rome wasn’t built in a day. There is so much more to creating a brand than picking a colour palette and slapping a logo together. It’s a strategic process, that requires the right blend of deep thinking, strong communication, design skills, and most importantly an innate understanding of your business.
Sound menacing? The good news is it doesn’t need to be. With the right guidance, your journey to building an iconic brand can be a smooth and simple process. That’s why big brands choose Webbiz. We’ve dug deep into the wonderful world of branding and we bring you the second part of our step to step guide on building the picture-perfect brand identity.
A 10 Step Guide to Being the Brand People Love
Below is a 10 step guide to being the ultimate brand people want to go for and love.
The first step and a driving force on all decisions will be your company’s purpose. There is no shame in being straight to the point and saying that your company is about selling products and banking a buck, but as we have shown before, smart business owners and companies know that to be the best, you need to develop a story behind your brand.
Let us circle back to our examples. Nike doesn’t simply sell footwear, but what does it sell? If you look at any advertisement, any content produced around Nike products, you will be hooked, not only by their product but in the general idea of breaking limits, overcoming challenges and attitudes. When a customer buys a new pair of Air Jordan’s, they are looking forward to imbuing themselves with Nike’s purpose. Knowing what your endgame is will help drive your brand towards success.
Even if you think you are one in a million, comparisons between your product and its competitors will happen. Learning how to highlight what makes you different among similar offerings is part of every business process. No matter what, a Latte is still a Latte, irrespective of how differently Starbucks sell it in comparison to a local café.
Apple is not the only smartphone provider in the world – although there’s always someone who thinks it is. However, Apple’s approach to marketing and sales is completely different from Samsung or Google.
There is no right answer. The same logic SP 500 companies use can be applied to your brick and mortar company – with the hopes it will pave the way towards its successful future among the biggest corporations in the world.
A clear target audience is equally important, or even more than the product or service itself. If you don’t know who are you selling to, how do you expect to manage their expectations? Know your audience – what they like, what they dislike, how to approach different subjects, etc.
Knowing your target also means adapting your message in a way that best suits them. There is no point trying to do something that doesn’t resonate with a group of people you are trying to impress – both in life and in business.
Your mission statement is the synthesis of what your brand is about. Think of this statement as the elevator pitch of your company: if you had to quickly explain your business’ goal, how would you approach it? Having a clear statement is fundamental to establish a relevant brand. It is a guiding principle, which all decisions – from product design to aftercare – will derive inspiration from.
Do not mistake it for your slogan – Apple’s mission statement is “to bring the best personal computing products and support to students, educators, designers, scientists, engineers, businesspersons and consumers in over 140 countries around the world.”, but their chosen slogan to convey this message is “think differently”.
5- Qualities & Benefits
At this point, you already have the groundwork to building a successful brand done. Now it is time to shift from introspection to the outside world. What solutions or benefits can you bring to the life of your audience? What qualities mark your brand, services and products?
While it is fundamental to communicate your benefits and qualities, this is a delicate need to thread. An advertising campaign focused on listing benefits risks sounding too “salesy”, or simply clingy. In both cases, it is fundamental to remember the advice: “Any man who must say ‘I am the king’ is no true king”.
A winning personality goes a long way. In branding, your personality will present itself across all communications.
As we exhibit slightly different aspects of our personality depending on who is around us, a brand must learn how to translate its values, qualities, goals, and mission, in a myriad of ways across different platforms. The goal of having a well-defined personality is to maintain consistency, in a way clients can always understand your message.
If personality deals with consistency, its voice is the tool we use to achieve this objective. There is nothing more frustrating than learning that someone we just had a date with is a completely different person on Twitter – and that happens a lot these days.
Learning how to avoid this issue is just a piece of good advice in general – but extra important if you are trying to impress someone special.
By this point, we know your strong suits, your smallest flaws and how you talk to impress. But how helpful can you be? Be it by going above and beyond to support your audience’s needs, showing extra care whenever they are in a dire situation, it is fundamental to show others what you can do next. People tend to like whoever is there for them, and you want to be there.
While it is good to know they can count on you, it is equally important to know your limits. Don’t lose yourself trying to be everywhere at once and risk spreading yourself too thin. Focus on the situations and places you are most skilled to help and provide solutions, ideas or simply remind the general public of your relevance.
In an ultra-connected society, it is fundamental to define your brand’s standards and limits more than ever. With companies becoming more present across social media, there are some delicate points that your company will not tackle.
What are your brand’s standards for communication? How to deal with an angry customer, acting in a menacing way online? How your support team de-escalate issues? Which topics your company won’t talk about?
While social media is an excellent tool, the sheer number of issues and problems that happen every day on the internet has its downsides.
By respecting your own limits, your brand will clearly outline its characteristics, and your positive feedback from the audience will build up a rapport that no possible conversion from breaking your own guidelines can compete with.
Webbiz is here for you
We believe by following these simple rules, your brand will be on the right path to achieving your goals. If you want to take things to the next level, contact our team, and together we can make your project a success.