Operating a business, especially when you are competing with big brands with devoted customers can be difficult. This is why it is essential that you find ways to differentiate yourself and create a solid brand building process.
We have all tried using famous brand names as synonymous with a similar brand. For example, some people might say they want a glass of Coke, but what they really meant was they want a glass of any soda. Many people use the word Tupperware to denote plastic food containers. Moreover, one person may say that he or she needs a Kleenex, but would eventually end up saying he or she wants a tissue.
These are just some of the proprietary names that have become the apex of brand awareness. They are all so well known, to the point of replacing the generic terms for similar products in the market.
Though there is no secret potion for becoming an instant household name, there are brand building strategies you can do to help you get to where you need to be.
Target Your Market
One of the greatest foundations you need to build is your audience. As they will be in charge of spreading who you are through referrals and word-of-mouth, know who your consumers are will give you a better understanding of the kind of advertisements you have to cover. Figure out their behavior, lifestyle and buying patterns. For example, if your target market is the senior citizens, then it would be best to get some advertisements in the newspaper.
If you are targeting people who are tech-savvy, then you know that advertising on the internet would be more cost-effective rather than getting an ad printed on the local paper. Determining who will be buying your products will support your overall brand strategy (digital or not). So this is definitely an important step.
Create A strong Logo and Tagline
Famous brands have taken advantage of visual branding. So creating a brand logo and a memorable tagline is the next step. Think about this as this might be the driving force of your popularity. Your logo and your tagline should appear on everything that related to your business.
Because these two will become your identity, you need to be willing to spend some time and money in the inception of these two. If you can, hire a professional designer or work with a creative agency that specializes in branding and business identity.
Think About PR
One of the purest forms of boosting brand awareness is public relations. Many big companies have had some help with their PR to help manage how the public sees their brand. Working with PR firms are essential because they can help you garner a national coverage even though you are not targeting something this high yet.
One form of brand building that has emerged recently is Instagram and building a large following on the giant social media channel. With over a billion users, more and more brands are jumping on the bandwagon.
If, however, you prefer a more local awareness, you a section of your brand on the local paper can help. Many PR firms also help businesses with their social media awareness for a top up cost.
Ultimately, it is your brand that resonates with your target consumers. So you need to find the perfect visuals and the most suitable brand voice. When the three steps above are taken properly and timely, you have the strongest chance of connecting with customers and leaving an impression on them.