Businesses everywhere are spending more and more money each year to create a memorable brand that communicates the emotional experience associated with their products or services. This experience serves as a handy reference in customer’s minds to help them understand, trust, and remember a business, if the branding campaign is executed optimally. Here are 7 essential elements to building a memorable brand.
1. Brainstorm
Before you do anything else, think about how you want to be perceived by your audience. Do you want to be understated and professional, creative and catchy, or something in between? Your brand is the emotional context within which you will interact with your customers. What do you want them to feel?
2. Develop a Consistent, Unified Brand
Once you have an idea of the kind of feeling you want people to have when they interact with your brand, start thinking about a color palette, types of font, and imagery or graphic design that helps communicate that feeling. Anything with your name on it should constantly reinforce the brand.
2. Communicate Your Brand
Whenever you communicate with a a customer you have an opportunity to reinforce your marketing image. Try to find and exploit every opportunity you have to include your business name, slogan, tagline, logo, product offering, or anything else that can reiterate your brand in your customers mind.
3. Your Brand Should Be Simple and Clear
Make your brand as simple and straight to the point as possible. You want everyone from toddlers to centenarians to know who you are, and what you are about. Try to boil the elements and benefits of your business down to a single logo, color palette, musical jingle, or slogan.
4. Brand is Driven by Intrinsic and Extrinsic Factors
There are essential two ways to start building a brand, you can either start from the inside by examining the core values of your business and communicating those values through every customer-facing aspect of your business. You can also take your efforts further by going to your customers to make your brand better. Conduct a survey among the customers you have attracted thus far to find out what is working and what is not.
5. Build Loyalty
If you do not deliver value to your customers it is impossible to build a well-known, reputable brand. Offering the highest quality in products and service is the only way to build an image that people are willing to get behind your business and talk about it with their friends.
6. Provide an Experience
Many businesses are taking their marketing strategies further by wrapping their business up into an entire experience for their customers. They want their customers to not only buy their products and services, but to have a blast doing it. This is why more money is being poured into copy writing, graphic design, and audio and video components each year to help businesses create a quality, all-inclusive experience for their audiences.
7. Look Out for More Opportunities
Always keep an objective eye on all aspects of your business and brand. Make it a habit to constantly looking out for areas where the customer experience could be refined. Carefully examine all customer communications. Use a ‘Favicon’ plugin to create a logo to appear in the address bar of your customer’s web browser to reinforce the image. Add your slogan to every email. The opportunities are endless if you train yourself to look for them.
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