There are countless reasons why a business should make ‘brand building’ a goal of its marketing plan. Long-term customer loyalty, recognition, differentiation, and price premiums are just a few. But with limited resources and immediate pressure for instant sales, ‘brand building’ is easily overlooked. When you are writing your marketing plan, incorporate the following 6 strategies to make sure your brand thrives both now and in the future.
1. Increase the Availability of your product or service. It is always wise to maximize your product’s exposure within your local reach. However, many businesses have grown exponentially just by finding new distribution channels. This also serves to expand the reach of your brand to new customers. One way to do this is to make sure your distribution channels have proper supplies and correct communication instructions to make sure your product is merchandised correctly. Another method of increasing availability is to make your products or services easily accessible via your website. Make it easy to purchase online.
2. Create a communication plan that increases the Awareness of your brand. This is done by writing a clear message that addresses your target audience’s needs and reflects your business vision and mission statements. Whether you chose TV, radio, direct mail, or the web the message should be clear and consistent.
3. Make your brand Familiar with your audience by, first knowing exactly who your audience is and what their needs are. If you have a clear message to the wrong audience you will find it difficult to be efficient with your marketing dollars. Familiarity of your brand to your customers will serve to create repurchase intent and create sales opportunities for other products in you category. And, the more familiar the customer is with your brand, the more word of mouth advertising your business will receive.
4. As you think about your clear consistent message that addresses awareness and familiarity, try to match the Image and Personality of your brand to your target audience. It may be necessary to do a demographic analysis of your target audience to uncover specific personality traits, but most businesses understand who the overall picture. A clear understanding of what moves your audience will make your advertising much more efficient.
5. Position your brand to be the Preference of your customer over the competition. This can be done through price strategies, label designs, bundle offers, or anything that addresses your customer’s needs and differentiates you from the competition.
6. One of the best ways to increase the reach of your product’s message is through Associations. By getting other products and services to connect themselves to your brand, you are able to ride the coat tails of their brand successes. Be careful, however, that the associations you make have the same quality image and position that your brand has. Matching key values to other businesses is the best way to target business you want to be associated with.
In order to measure the effectiveness of your branding efforts, you have to receive feedback from your customers and partners. This can be done through surveys, blogs, mailings, or in-store countertop techniques to collect feedback. Be sure to set goals and a benchmark to measure against.
Brand building is a long term strategy and it is difficult to see the immediate benefits. Concentrating in the above 6 areas should help you see an improvement in your brand strength and, in the long run, increase the value of your business.
clarifi
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