Have you ever wondered why some business continue to do better than their competitors?
Most times new and smaller brand tends t offer better product and services than the superior competitor but they still find it hard to attract high-paying customers. The reason is simple,
people don’t buy product or services, they buy the brand.
The reason why many businesses will continue to suffer, despite offering better services, and even quality products than bigger brand names are because they are know nothing about brand building.
Take a look at Coca-Cola, Fanta and many of those huge brands in the beverage industry, no matter how a new brand tries to do the same thing that they do, even better than these big names, they find it hard to break through because the huge brand has built their brand name over the years and continued to attract loyal customers.
The same goes for global brands like KFC, McDonald’s and the likes. Coming to the tech world you see brands like IBM, Apple, Facebook, and Google.
In actual fact, they have become organic and requires little or no marketing effort. Their names are being mentioned everywhere, in Movies, Newspapers, children books and even used to make jokes, this has continued to strengthen their brand name.
Bringing this to a real-life context, let us assume you start a business, one of the things that you discover is the inability to convert high-paying clients first, the wrong idea most business owners get is that they are doing something wrong, instead of working on their brand to build trust, they start charging less for their services just to meet up.
Charging way lesser than others won’t give your brand a better picture and won’t attract a high-paying customer in any way, all it does is portray your brand as a weaker and inferior brand.
Instead of seeking out clients out of nowhere and trying to convince every dick and harry to come to patronize your business, you should invest quality time in building your business brand.
My Personal Experience.
When I initially started as a web designer and a digital marketing expert in my field, so many people doubted my ability, and I could remember charging way less than what others used to just to convince my clients that I was the best man for the job.
Most times, I landed in trouble because I underpriced my service and this causes most prospective clients not to consult me for business. I understood the concept of branding and how it separated my competitors away from me and made them far better than I do.
All I did was to develop my brand image and all of a sudden things began to change for the better. I started charging way higher than what I used to do, and guess what, they all paid without hassle
In this article, I am going to exposing the concept behind building a brand, so I recommend you stay glued to this article till you eventually consume and meditate on its contents.
What Is Branding?
Simply put, Branding is your promise to your customer. It tells them what they can expect from your products and services, and it distinguishes your offering from that of your contenders. Your brand is obtained from who you are, who you want to be and who people see you be.
Are you an innovative radical in your industry? Or the sophisticated, reliable one? Is your product the high-cost, high-quality option, or the low-cost, high-value option? You can’t be both, and you can’t be all things to all people. The bottom line lies in the fact that your brand represents you.
How To Build Your Brand.
Do you knw that there is a big difference between creating a business that sells a product or service and creating a brand that lasts for many years to come?
Building a business just to make money for you or help you pay your bills or generate some income is a bad idea when it comes to brand creation.
If all you are doing is building a business so you can make more money and free yourself of corporate chains, it is not going to last you for long because your competition will overwhelm you sooner or later.
In this section, I am going to taking a deeper approach to help your business become the best brand it can be.
Why You Should Build your Brand.
Whenever I Say People hate to be sold, but they love to buy, I mean they hate being lied to, manipulated, compelled, and restricted from making up their minds in their own time.
When you create a business just because you intend to make a profit, all you just did is create a competition that would eventually swallow you up making you regret ever wanting to start that particular business.
As soon as your service or product becomes irrelevant, priced out, or overtaken by competition, all those hours of time, sweat, and tears spent over building this business would be all gone.
Mind you, building a brand does not mean you would not make a profit as a business, all branding does is to portray the core values of your business to the world to build loyal and returning customers.
In this section, we are going to taking a deeper look into how new and existing business can build a brand that they desire to be.
1. Building A brand makes you look bigger.
Branding is a core concept that allows you to find uniqueness in your brand which elevates your business leaving little or no room for competitors.
All you have to do as a business is to research other businesses and do what they are not doing, that can become a branding experience to you.
Take for example we have various restaurant all over the world, but the likes of KFC is different because they chose a unique recipe to represent their brand.
2. Branding Builds Credibility.
Branding brings out the uniqueness in you, helping you to lay more emphasis on what builds credibility. Think about what you stand for and communicate that to your customers in everything you do, from the colours you choose to the words you use.
3. Building A brand Makes You Memorable
When building a brand, one thing you should have in mind is making your brand memorable and stand out from the crowd.
You should understand that, there are thousands of other brands like you, the winning idea is to make your brand speak for you when you are not there.
Take, for example, The Coca-Cola brand has so much grown their brand that anytime a random person is fantasizing about any beverage to cool off their thirst, all that comes to their mind is the Coca-Cola.
I can remember when I was a lot younger, here in Nigeria, whenever someones want to take any kind of soft drink, he/she refers to it as Coca-Cola. The reason behind this behaviour is that the Coca-Cola brand has effectively passed a convincing message about its brand that has stuck to the mind of its customers both at home and abroad.
4. Building A Brand Attracts Customers.
When it comes to choosing brands to work with, your customers have many other brands in mind, but portraying your brand as a unique entity compared to your competitors will help prospective customers identify with you better.
When customers understand who you are and what you offer, they think about doing business with you. When they trust you and begin to love you, they tell their friends. Once your brand is solid, word of mouth is the best way to grow your base.
One of the singular ways to build a brand that attract customers is to ask for reviews and referrals, also make sure that your customers appreciate your business. This can be done using Google My Business, and via all social media platforms.
The bottom line is, people do business with who they trust, no one does business with a brand out of pity or necessity, and it all starts with the mindset. When your brand resonates in the mind of people they tend to become your customer.
1. Establish The Purpose Of Your Brand’s Existence.
The first question you need to ask yourself when building your brand is the reason why you are in business in the first place.
Why am I in business?
Answering this question must go beyond the products or services that your business is offering.
For example, let’s say your business helps non-techy people get tech skills, your brand purpose should not only be centred around providing tech skills alone, you can decide to centre your audience around a targeted audience around children.
This helps your brand stand out among other competitors, and leaves a lot of room for improvement. Come to think of it, there are many coding companies all over the world, majority of these brands are even bigger and well respected, so diving into the same business with them would bring about tons of competition that may eventually bring you down because of the huge client base of your competitors.
The main idea behind establishing the purpose of your business is to reduce the level of competition as possible as you can, to help you grow.
2. Identify Your Brands Target Audience.
The next important question to answer to identify your target audience, and you can do this by asking yourself a simple question such as;
Who wants to buy what you’re selling?
Identifying your target audience is one of the most important aspects of branding. If you overlook this step, the rest of your brand-building strategy will suffer.
Make sure to note that Your business is not for everyone; don’t try to make it appeal to every single person on the planet. Not everyone is would be your target audience, make sure to carve out a niche and stay true to it.
3. Study Your Competitor Brands Within Your industry.
Always make sure that you are not trying to copy what other big brands are doing because your business would be seen as a copy cat and would die as a result of stronger competition.
The goal is to differentiate from the competition. Convince a customer to purchase from you over them.
Research your main competitors or benchmark brands. For instance, study how well they have gone about building a brand name, there is something they are not doing and have continued to fail at, that should be a big win for you.
4. Create a brand logo and tagline.
A logo is a visual representation of your brand, a logo is a trademark that portrays your business to your targetted customers. What do you see when you see a big letter “F” engulfed around a big blue container, Let me guess Facebook.
The same thing goes when choosing a tagline, for your business. See tagline as a phrase that talks about the vision and mission of your business.
For example, Google tagline is to make information accessible all over the world.
This logo and tagline will appear on everything that relates to your business. It will become your identity, calling card, and the visual recognition of your promise.
So be willing to invest the time and money by creating something exceptional to reinforce the visual identity for your business.
Make sure that your brand logo, when designing a logo, make sure to seek out an expert, one place to get started is on Fiverr. You can also make use of a third-party graphics design app called Canva.
5. Tell Your Brand’s Story.
There is a reason why you chose to invest or start that business in the first place. That reason is referred to as a brand story. This explanation of why you’re in business should appeal to your target market while being expressed in your brand voice.
Here’s an excellent example from Facebook.
Before Facebook become a profit-generating venture, its brand story encompassed connecting people all over the world on one platform. That was the reason why it was created, and it has not relented in continuing to achieve that.
6. Develop A Long-Term Relationship With Your Customers.
Every business should understand the fact that just winning customers might be the short game, earning their long-term loyalty is the key to a thriving enterprise.
It’s simply not enough anymore for companies to create a great product or complete a reliable service. Beyond just transactional experience, companies look for an emotional experience or a unique memory.
The bottom line is to keep these customers coming back for your product or service.
7. Get Featured On A Live Radio Show.
When trying to build a brand, your first set of clients would be in your location and one of the potent ways to reach out to them is to subscribe to the power of a terrestrial radio channel in your country.
There are thousands and millions of local radio listeners in your country every day, most of which you don’t even know about. Radio listeners are more likely to believe in a brand that gets featured on a radio show that they love.
Reaching out to your target audience via radio is one way to build your brand and attract paying customers. There is an online radio show here in Nigeria that was dedicated to entrepreneurship and it has a guest host that anchors that program every day.
Do you know that at one time he decided to host a physical event in a city here in Nigeria, to my shocking amazement it attracted thousands of people, most of whom paid heavily? One of the major reason why he was able to gather this kind of audience is that he choose one of the most potent media to showcase his brand which was on the radio.
8. Go on Local TV.
Another avenue that attracts lots of views is a local television platform. Though it remains one of the oldest means of publicity, the constant use of television continues to thrive even years after its invention.
Bringing your brand on television makes your brand authentic and trustworthy. When the covid was about to hit the world, here in Nigeria, the need for hand sanitisers grew and many people ventured into this business.
There was a singular brand that was got smart enough to know that this is a huge business and it would attract lots of competitions. Of course, the local manufacturers did their job, after all, hand sanitisers were easy to produce but guess what, this singular brand took to the television, hired a popular influencer and ran constant TV ads for a long period.
This branding strategy along attracted high-paying customers to that brand that eventually led out to that singular brand standing out across all other brands that ventured into that business.
9. Start A YouTube Channel.
Starting a YouTube channel goes a long way in connecting you with the right audience. After the Google search engine, YouTube remains the most queried search engine on the internet.
This sends a message about the constant need for video contents all over the world. Your brand can fully utilize this advantage to be able to connect with your target audience, by creating a video that tells a story about the brand and the product or services offered.
You can do this by utilizing YOuTube SEO or creating a paid ad campaign with the target keywords to help you reach out to the target audience in a jiffy.
I wrote a comprehensive guide on how to scale your brand using YouTube. Click the link to the article below to get started.
10. Explore Content Marketing (Blogging).
Whenever someone has doubts or needs urgent information about a product or service, one of the first thing they do is to go on Google to access related information from experts on this topic all over the internet.
Thus gives rise to and need for targetted content creation and Blogging.
Blogging puts your brand in a perfect position to connect with potential customers by providing necessary information about your product and service, and which may eventually lead to building a better brand.
I wrote a comprehensive guide on how to get started with blogging. Click the link below to get started.
11. Utilize The Power Of Email Marketing.
Email Marketing is the act of sending out mass emails to potential customers to create awareness, selling a product or service.
Email marketing is one medium in which a business can build its brand effectively without hassle.
Getting your first email leads may be a bit tough, but it can be done using a few techniques. This is why I wrote a comprehensive guide on how you can get started with email marketing. Click the link below to get started.
- How To Grow Your Email List And Make Money
- 15+ Best Email Marketing Software You Should Know
- Why GetResponse Is Best For Your Email Marketing Campaign
12. Use Facebook.
Social media platform like Facebook can also help you portray your brand to the world. Facebook is a social platform presently home to over 2 Billion people all over the world.
All you need to get started is a Facebook account and a Facebook business page. The Facebook business page gives you access to the necessary tool needed to grow your business. With the Facebook business page tool, you get to own publishing tool, Advertising tool and many more.
I wrote a comprehensive guide to help you get started on hacking your way through Facebook. Click the link to the article below.
13. Leverage The Power Of Twitter.
Twitter is one great platform that allows you to tell your brand story. The peculiar thing about Twitter is that it allows you to reach out to your target audience via the combination of Text, Images, Videos, Hashtags and mentions features.
Twitter has a database of over 1 Billion users globally making it one of the big tech companies when it comes to social networking.
Twitter is used by so many businesses to build their brands, because it has the presence of various VIP’s on its platforms comprising of people like Politicians, Government, celebrities and many others, most times all you need do are get mentioned by one of these top figures and that settles it.
When starting on Twitter, you can make use of paid advertising to grow your reach or better still collaborate with influencers to help you announce your brand.
I wrote a comprehensive guide on how to get started with growing your brand on Twitter. Click the link below to get started.
14. Use Instagram.
Instagram was acquired by Facebook in the year 2010 and ever since it has become a part of Facebook, Inc.
It has over 1 Billion users and still counting, Instagram became the only platform to host the highest number of photos on the internet superseding Facebook and Pinterest in the business.
In recent times, Instagram expanded it platform to support various other media types such as videos, audios and many more.
Instagram allows you to promote your business via collaboration with influencers and inbuilt support for paid advertising.
When it comes to brand building, Instagram has been noted as one of the most prefered platforms when it comes to brand building.
Building an influence on Facebook will directly reflect on your Instagram account because they are all synced under one platform.
Most businesses prefer to leverage directly on Instagram, treating it as a different platform, when in actual sense it’s not.
I wrote a comprehensive guide on how to get started with Instagram. Click the link below to get started.
15. Collaborate With Social Media Influencers.
A social media influencer is someone who has immersed a huge and engaging audience on various social media platforms like Facebook, Instagram, TikTok and Twitter.
An audience gathered by a social media influencer is ready to engage with that influencer at any given time a post is made by that influencer, this gives them to generate engagement that can lead to sales for any brand.
One of the fastest means to build your brand is to get your brand mentioned by a known and trusted figure on social media.
Social media platforms like Instagram, Facebook, are created to operate with trust in mind. Natural engagement is generated around people that are known and trusted by their audience.
Most times it is not about having tons of robot generated followers that count, it all depends on the level of engagement that can be generated.
Influence marketing gives provision for your brand to be mentioned by an outstanding and trusted figure on any social media platform(Facebook, Twitter, Instagram and TikTok).
Influence marketing is not free it can be a lot expensive than creating a paid campaign itself. The only reason why influence marketing counts lies in the fact that your brand is going to be mentioned by a known figure on social media, which can generate engagement around your brand that might eventually lead to sales.
Make sure to look out for the engaging rate of an influencer before going into a business partnership with them. The ethics of business should also matter, the majority of influencers collect money from you only to talk about your brand only once and never do that again.
For a social media influencer to convince his/her audience successfully about a brand, such a person in question has to connect with that brand on a deeper level, and this implies that posts about that particular brand be made more than once.
One big mistake that is often made by the brand is to choose influence marketing over the constant creation of paid advertising campaigns on all social media platforms. You never can tell the kind of audience behind an influencer.
But you can always decide the type of demographics that you want your ads to reach out to when creating a paid social media advert.
Are you trying to become a social media influencer? Do you currently seek out ways to reach out to an influencer, but don’t know how?. I wrote a comprehensive guide to help you kick off your social media influencing career.