brand building marketing

Benefits of Long-Term Brand Building Marketing For Your Small Business

In today’s competitive market, numerous businesses offer similar products or services. So how do you stand out from similar companies in your niche? The answer is simple—build a strong brand for your business.

Branding is the identity of a business and is influenced by both tangible and intangible aspects. It is the promise your company delivers on and promotes customer awareness about your organization. The best rewards of building a brand are that it boosts value and increases sales in the long run so that you can create a sustainable business.

Here are the main benefits of building a brand for your business.

It Encourages Loyalty

A successful brand is memorable and something people want to be part of. It’s trustworthy and has a good reputation, which compels people to continually buy from a business.

If you want potential buyers to remember your business, create awareness of what you do and how you do it. Utilizing the best brand-building strategies increases efficiency with your time and resources while making a huge difference in a highly competitive market. An excellent marketing approach includes a well-defined brand identity, public relations, thought leadership, events, audio and video, content creation, and blog posts.

Loyal Apple Customers Waiting in Line at an Apple Store to purchase their products; a sign of effective brand building
Loyal Apple Customers Waiting in Line at an Apple Store to purchase their products; a sign of effective brand building

It Makes You Stand Out

Ninety percent of Google users research before deciding about a business, which provides new companies an opportunity to win customers over if they have a strong brand that stands out from the crowd.

Successful branding strategies will change how potential customers perceive your business and create a strong impression.

It Will Help You Build Credibility

As you build more loyal customers, they will boost your brand credibility by being brand ambassadors
As you build more loyal customers, they will boost your brand credibility by being brand ambassadors

Brand recognition and awareness play a big role in establishing credibility with consumers. If they’re not familiar with your business, your sales team loses valuable time explaining who you are and what you do.

Building a brand is a long-term investment, and it’s challenging for a business to balance brand building with short-term business needs. However, creating a strong brand will increase awareness and trust in customers. If done right, your brand building can also support marketing efforts and generate a buzz around your company or website.

What Is Brand Building?

Brand building involves several aspects of the business working seamlessly
Brand building involves several aspects of the business working seamlessly

Brand building is creating awareness about a company, its products, or its services through sponsorship or direct advertising. It is integral to a business since it provides the company’s visual voice. Working closely with your company’s offline and online marketing teams to build your brand will increase the likelihood of meeting your long-term goals.

How to Build a Brand People Love

Here are five steps to building a solid brand that will resonate with your audience.

Understand Your Audience

You need to build your brand in your customers’ eyes, not in your own eyes. Therefore, brand building, marketing, and conversion optimization should start with understanding the customers.

Ask yourself the following questions:

  • Who are your customers?
  • What are their goals, needs, and desires?
  • How do they view themselves?
  • What are their struggles?
  • What are their fears and motivations when buying a product or service?
  • How can your product or services help them?

You can answer these questions through market research, which includes analyzing existing customer data and speaking to individuals in your target audience.

Conduct a Competitor Analysis

Analysing your competition gives your brand an edge in the market
Analysing your competition gives your brand an edge in the market

Competitor analysis refers to identifying and learning more about your competition to gain an advantage and is essential for any marketing campaign. You need to evaluate your competitors, their products or services, pricing, and promotions. This analysis will allow you to determine your brand positioning in the market and help you plan future marketing campaigns.

Develop an Informed Mission Statement

Many successful brands have a mission statement. This guiding principle gives your company a purpose that resonates with employees and customers, improving the long-term performance of your business.

A mission statement is a short description of your company’s fundamental purpose and why your business exists. It’s an integral part of your brand-building efforts since it specifies your core business goals and brand message.

Your mission statement may also describe the image or personality you want people to have in mind when they talk and hear about your business. Be sure to develop an original mission statement that makes your brand stand out.

Create a Unique Brand Identity

Whether you’re a start-up or a large business that has been around for generations, creating a unique brand identity is critical to business success. Your company cannot remain top of mind without it. A memorable name, logo, or tagline strengthens your positioning, and customers are more likely to remember you when they need something.

The Brand Identity Prism will help you create a unique brand identity
The Brand Identity Prism will help you create a unique brand identity

Here are some suggestions for how businesses of all sizes can create a unique brand identity.

  • Outline your brand message clearly.
  • Choose a unique brand name that reflects your message.
  • Select associations that help with positioning your brand. Such associations may include a tagline, a slogan, a logo, a website, fonts, colors, packaging, and online profiles.
  • Develop long and short-term brand-building strategies
  • Earn customers’ trust, as consumers need to recognize and trust your business before they start doing business with you.

Always communicate your brand’s mission statement and be visible. Personalize your brand so people can relate to it more easily. Excellent customer service and over-delivering also contribute to brand building.

What is Brand Awareness?

Brand awareness is a broad term that describes how familiar people are with your business and its products and services.

Consumers must recognize your brand so that your products or services come to mind when they need to make a purchase, increasing the chance of their purchasing from you.

The best example of brand awareness is when people say Kleenex when they mean tissues or AirPods when referring to earphones. Since these brands immediately come to mind when they think of certain products, they have significant value.

How to Build Brand Awareness

Most consumers can identify popular brands by simply looking at their logos, which shows how critical a good logo is. Consistency, attention-grabbing visuals, and developing a unique voice are also part of building a solid brand.

10 Steps to Building Your Brand

Brand building involves creating a brand personality and shaping consumers’ perceptions. Here is a step-by-step guide to developing your brand:

1. Analyze your competition. Researching what your competitors are doing can help you discover your unique style and learn from their failures and mistakes.

2. Find a unique and recognizable style. Select recognizable elements: a font, color, character, or unique wording that your consumers will remember.

3. Be humorous. Humor is a great way to spice up your marketing messages. However, you must be careful and ensure it is always appropriate for your target audience.

4. Be unique. Seek to be original but not strange. Don’t be afraid to use proven marketing ideas. Seek inspiration from global trends, and always aim to add value. Don’t copy-paste ideas.

5. Understand your audience. The best marketers are the ones who understand their customer base. Conduct thorough research to develop your target audience.

6. Keep your social media accounts active. Don’t just set up accounts on social channels. Find where your potential customers are and reach out to them on those platforms. Your content, ads, and how you interact with customers and prospects contribute to brand building.

7. Be consistent. Your brand messaging should be aligned across all advertising channels, your website, and any touchpoints where you interact with the customer. Demonstrate the value your business brings.

8. Make customer care a priority. The experience your customer has when interacting with your employees is important. High-quality customer care can significantly contribute to a brand. Engage with your followers and learn how to respond to your critics.

9. Be honest. If you make a mistake or customers are unhappy with your service delivery, acknowledge it. Your customers will appreciate your honesty.

10. Build an active community. Form strong relationships with your customers. Let them know you’re not a robot, and they will become brand ambassadors.

How to Strengthen Your Brand with Your Marketing Strategy

Since brands live in customers’ minds, learn how to strengthen your brand to create a positive perception of your business.

1. Start from the inside and work your way out. It’s difficult to build a brand based on a poor-quality product. Get your product and customer service right, and make sure the customer experience is smooth. Then you can start to think about how to differentiate your brand and demonstrate its value to consumers.

2. Focus your message on a specific market. You will dilute your marketing message if you try to target everyone. Find your target audience and focus on your added value for that group. This also makes finding and tailoring your message to the right marketing channels easier.

3. Use a strong and consistent tone of voice. Your brand voice is critical. The tone of voice isn’t so much about your message but how you convey it. You communicate your brand’s voice in various ways, including your speaking and writing style and the words you use. A strong and consistent brand voice builds trust.

4. Create and maintain quality visual displays. Design is part of visual communication, so create quality designs to bring your marketing campaigns to life. How you use elements like color, font, and shapes on a product package, website, or email campaign can affect brand perception.

5. Your content should provide valuable information. Have you ever turned to Google for information on solving a particular problem? If so, you likely found help from content produced by a brand that sells services or products related to the problem. Establishing your brand as a valuable resource can facilitate trust and help consumers remember your brand, product, or service when they need to make a purchase.

6. Build loyalty. Customized content can help you establish long-term relationships with your customers. Social media posts are also a great way to interact with customers and keep them engaged. Find out which social media channels potential customers use and what kind of content they enjoy.

How Do You Build A Brand Marketing Strategy?

All companies can create a brand marketing strategy in 5 steps.

1. Identify your brand purpose

Building a purpose-driven brand sets you apart from the competition, helps attract consumers, and gives your brand personality.

You can identify potential customers and your unique position in the marketplace during this process. Doing this makes it easier for you to clarify who you are, your strategy, and future approaches. Connecting your brand purpose to everything you do can help in brand building.

2. Get to know your target audience

Know your potential customers by developing customer personas. A customer persona is a detailed profile of your ideal buyer. It can help you identify their key traits and motivations to help inform your brand’s marketing strategy. Once you know who your consumer is, you can find the right ways to sell to them.

3. Create and Sell Your Brand Story

A brand isn’t just about a brand name, logo, and slogan. Defining your story will allow your target audience to understand the purpose of your business. A memorable brand story resonates with people and allows people to relate to the lifestyle and purpose the brand represents.

4. Understand Your Competitors

Just as with understanding your target audience, it is similarly essential to learn more about your competition. Do thorough competitor research, find out what makes you different, and then clarify those differences in your marketing messages.

5. Develop Brand Guidelines

Last but not least, consider how you connect with your audience. Unique brand guidelines include your logo, fonts, colors, and tone of voice. They can help marketers and designers tell your story and convey your core messages consistently.

Brand Recognition vs Brand Awareness

Beginners might use brand recognition and brand awareness interchangeably, but experienced marketers understand the difference. Knowing the difference between brand recognition and brand awareness and how to apply both in your offline or online marketing efforts can significantly improve your branding strategy.

Brand recognition refers to the extent to which consumers can accurately recognize your business based on factors such as colors, fonts, and logos. On the other hand, brand awareness involves recognizing not only the visual elements but also the overall feeling and tone of your brand, its products or services, and other practical details. With brand awareness, a company’s advertising efforts can elicit feelings in the audience.

The Brand Awareness Pyramid
The Brand Awareness Pyramid

Figuring out how to make your brand stand out, stay top of mind, and elicit emotions can be complex. Working with an experienced agency is strongly recommended to create a higher level of brand recognition and awareness.

A professional agency employs multi-channel campaigns to reach a wider audience. Depending on your goals, growth, and budget, they can customize their services to suit your company.

Through extensive research on proven strategies and knowledge of best practices and the latest trends, a professional brand-building agency such as Sigmategy can help any business in any industry with brand building and long-term growth. Call us at (817) 523-8788 or contact Sigmategy here.

Bonus! Marketing Tools

With digital marketing, the latest tools are essential for getting the job done right.

Here are a few examples of the best.

  • Social media platforms: Facebook, Twitter, Instagram, Snapchat, and YouTube
  • Social media management tools: Crowdfire, Zoho Social, Hootsuite, and Buffer
  • Design tools: Adobe Suite and Canva
  • Analytics tools: Google Analytics, Twitter Analytics, Facebook Analytics, and Periscope
  • Content marketing tools: Hubspot, CoSchedule, and Buffer
  • Email marketing tools: MyEmma and MailChimp

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