MARKETING
ANDREA SMITH & BRIAN STOTTLEMYER Vernon Graphic Solutions
BRANDING BASICS
Does your business have a solid brand ? Do
you know what customers and prospective customers think of your company or organization ? If you haven ’ t given your brand much thought lately , maybe it ’ s time to give your brand some love and attention . A good brand is always evolving , helping to define your company ’ s position in the marketplace . Building your brand means increasing your sales and successfully advocating for your product or service . In short , your brand is defined as the overall perception of your business by customers , prospective customers , and employees .
Here are six simple steps to guide you in building a successful brand for your business : Step 1 : Know your target audience Identify your target audience and understand what they need that you can provide . Decide what type of communication best delivers your message to the audience you are targeting . Whenever possible , know as much demographic information about your audience as possible , like age , interests , and behavior . Step 2 : Define & Articulate Your Mission & Vision Define the values you want people to know about you and your business . Your vision and mission statements illustrate your purpose . You need to present an authentic representation of what your company strives for and what your corporate values are . Everything from your company logo and tagline to your website and social media accounts should reflect your mission and vision . Step 3 : Know Your Competition Analyze your competition and determine what they are offering to their customers . Know how your business is different from your competitors – it may be your marketing strategy , your product selection , your service levels or even your satisfaction guarantee . Whatever puts you in front of the competition should be what you focus on in your branding and marketing efforts . Step 4 : Create Your Value Proposition Knowing your value proposition is one of the most important steps in creating a successful brand . Focus on what makes you unique and valuable to find the value proposition that sets your business apart in the marketplace . Include your value proposition in every marketing communication and advertising medium , or consider making it your tagline or slogan .
Step 5 : Determine Brand Guidelines
Brand guidelines define the tone of your brand and set specific rules about promoting the brand . These guidelines are important in helping to maintain consistency across channels and helping make your business more recognizable . Just think , would you recognize the McDonald ’ s golden arches if they were dark green ? A brand guide will help you establish continuity for all your visual elements , including your logo , signage , advertising , online presence , etc . Step 6 : Market Your Brand Prepare a definite marketing strategy to promote your brand . The key is to apply your branding in every communication piece from packaging and business cards to website design and marketing collateral . And remember that your employees also serve as brand ambassadors . Ensure they are promoting your brand by wearing logoed apparel in-store . The goal is to display your brand in as many places as possible .
It ’ s important to recognize the valuable role branding plays in the success or failure of a business . Through effective branding , you can establish a strong connection with your customers and create a sense of loyalty that keeps them coming back to you for more .
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