“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” This is a quote from bestselling author, entrepreneur and public speaker Seth Godin. He makes a good point about the importance of branding to a company’s success.
An ad agency in Utah cites the following techniques you can implement to boost your company’s branding and image.
Create and Define the Niche
If you want to build value and a distinct brand personality, create and establish a niche for your products. It is important to know who your target market is, their likes and dislikes, you must also be able to determine the niche you want to be in. Doing so makes it easier to filter those that pass by your website or store from those that are likely to convert.
Who do you want to sell to? What value do you bring to that audience? These are only two of the questions you need to answer to define your niche. Identify a group of people that have the potential to become long time consumers, be it teenagers buying their first car or moms doing the shopping for their children.
Become the Media
The rise of social media, the higher usage rate of smartphones and other types of technology has made it easier for businesses to point the camera at themselves or their target audience. This allows you to create a community of loyal consumers or brand ambassadors spreading the gospel about your product’s features, advantages and differentiating points.
Brands need values; aligning these with a big picture allows you to create a compelling value proposition and narrative that sway potential customers that are on the fence about your products. Have a sit-down session and identify company values; then align these with your objectives.
These branding techniques provide you with the competitive advantage and differentiation points that allow you not just to survive, but thrive in any industry.