How to Build a Strong Brand

You know you are in front of a strong brand when you feel emotions, recall moments, smells come to mind. It is one of the main assets for any business, since it helps attracting new customers, but it also builds loyalty among current customers.

What the Experts Say

"A brand is a promise." - Guy Kawasaki


Your brand is what you tell your customers you are, and what you deliver on that promise.

"A brand is not just a name or logo. It is the sum total of a customer's experiences with a product or service." - Anita Elberse

Brands are made up of many touchpoints: from a smell at the shop to a customer service department. Just make sure that they are all positive and consistent.

"Every advertisement should be thought of as a contribution to the complex symbol which is the brand image" - David Ogilvy

Every action we take must be addressed to building a powerful brand.

How to Build a Strong Brand

1. Define a clear brand identity. What does your brand to stand for? What are your core values? What emotions do you want to stir up in customers? Who are you trying to reach with your brand? What are their needs and wants? Only after that you can create your marketing materials, website, and other touchpoints.

If you struggle finding a inspiration to create your brand, we recommend you this article on brand identity, from The Branding Journal, as it goes deeper in this particular aspect

2. Be consistent. Consistency from a brand transmits the idea of a strong corporation. And being consistent means using an appropriate color palette, same fonts, same communication style, same principles. From your website to your social media presence to your customer service. This will help to build trust and credibility with your customers.

3. Be authentic. Your brand should be genuine and reflect your company's values. You want to be authentic, feel authentic, and differentiate from so much fake.

3. Deliver on your promises. If you are offering a service or selling a product claiming it's the best, it must be the best. When you deliver on your promises, you build trust with your customers and strengthen your brand.
   
4. Be innovative. Don't be afraid to try new things and experiment with your branding. The best brands are always evolving and adapting to the changing marketplace.
   
5. Invest in your brand. Building a strong brand takes time and effort. You need to invest in your branding by creating high-quality marketing materials, developing a strong online presence, and providing excellent customer service.

Related to this topic, Forbes published an article on why brand building is worth the investment.

Once you've built a strong brand, achieving your business goals will be a much easier process.

Additional Tips

• Focus on your target audience. Once you understand your target audience, you can tailor your branding efforts to appeal to them.
  
• Use storytelling. Tell stories about your brand, you can help to create a connection with your customers and make your brand more memorable.
  
• Be social. Social media is a great way to connect with your target audience, and to discover new audiences. Building a community around your brand and being active on social media will help you be successful when launching campaigns or new products.
  
• Measure your results. It's important to track the results of your branding efforts so that you can see what's working and what's not. If something isn't working as expected, don't hesitate to switch directions to something that will give you a better return on investment.

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