This blog is the second part of a series about branding. If you haven’t read the first part, you can do so now before moving onto the second stage of developing a brand. Once you have set the foundations of your business or organization’s brand, how do you build and strengthen it?
Building your brand is also building your reputation. It is a crucial time as you set the tone of how your business will be seen in the public’s eye.
The following important aspects of your brand are a must as they form the foundations, but without development and maintenance they will not be beneficial in the long run.
- Business or organization name
- Social media
- Products and/or services
- Style and personality
- The experience offered to your customers
There are few things you can do to ensure your brand is getting stronger over time. Let’s look at four actions that you can accomplish to ensure the success of your brand.
Developing relationships offline and online will give you and your business exposure, and with exposure comes potential clients. Attending local business or community-related events is a good way to network, and becoming a member of your local Chamber of Commerce will give you access to a handful of resources. The same goes for giving your time or skills to make your community a better place to live.
It is great to have a strong offline presence as face to face relationships go a long way. It is also a good idea to be present online, especially with a website a social media platforms as well as a blog or newsletter. An online presence will give you a broader outreach, hence more potential clients.
Have you determined your target audience? If so, you are in a good position to create opportunities that could lead to actual paid work. Find out what are your target audience’s motivations and needs, and offer these potential clients ways or solutions to help them achieve their goals. By doing so, you are also helping yourself achieving your own goals. Stand out
As mentioned in the first part of this series, your brand should be YOU and you are unique. Use this to your advantage. What are you doing that you consider different from the mass? Do you have skills that others don’t have? Uniqueness is attractive and appealing. Clients want to know why they benefit more from working with you than with someone else. What makes you stand out can be anything as long as you stay true to yourself and your values.
What you can do:
- Blend what makes you unique to your brand goals
- Develop a personal story to share and tell
- Share milestones, happy and sad moments with your audience/clients
In order to strengthen your brand over time, consistency plays a key role. It is important to stay consistent with your brand image and voice, including logo, tagline, colours, website, blog, social media, etc. When people hear about or look at your business, they should feel something familiar and recognizable. For example, if you write a weekly blog it is a good idea to always publish on the same day every week.
Consistency will reinforce business's reputation as well as your brand. Be conscious of your actions and try to be consistent in everything you do.
Next in the series will be about how to keep your brand strong. Get notified or come back next week to find out more about keeping your brand strong and current.
I would love to know your thoughts and your personal experience in the comments section below.