Whether you are trying to sell a product or a service, your brand is your most valuable asset. And regardless of where you are on the continuum of your brand, i.e., barely started to strong and recognizable, your primary mission should be to make your brand the strongest it can possibly be. No convinced? Let’s look at it in a different way.
What is Your Brand?
The easiest way to understand the meaning of a brand is to look at it as your reputation and the visibility it enjoys in the marketplace. In other words, regardless of how big or how long your business has been in existence, your brand is how visible you are and how relevant you are to your consumer.
Why a Brand Development Strategy?
Let’s face it, regardless of how your brand appears in the marketplace, chances are good that it could be improved and strengthened among members of your target market. To accomplish this mission you should implement a brand development strategy, which is done in three steps.
1. Clarify what your business is about and aligning your mission with your objectives.
2. Developing all of the tools you will use to improve your brand. This includes, most notably, your logo, tagline, website, marketing materials, etc.
3. Strengthening your new or better developed plan.
These three steps will give purpose to your brand development strategy. That strategy can be broken down into these 10 steps.
The 10 Steps to a Brand Development Strategy
1. Consider the mission of your business. Simply put, the clearer you are about defining the overall mission of your business, the stronger your brand will be. It would be like getting on an elevator and explaining that you work with balance sheets, income statements, and equity statements versus telling someone you are an accountant. The latter is much clearer about the mission of your business.
2. Identify your target market. The “general public” does not exist. You should be able to specifically identify who you want to sell your products and services to. This might mean heads of family, 30-years of age or older, etc.
3. Know your target market. It’s not enough to identify your target market. You need to know them intimately. Find out everything you can about them, i.e., where they live, are they professionals or blue-collar, ages, incomes, etc.
4. Develop your brand platform. Keeping your target market in mind, develop your brand around them. In other words, determine what sets your business apart from others in such a way that it appeals to your target market.
5. Develop your message. As a business you will have messages that you will want to send your target market. What will they be? You can have several, but not too many. Regardless of the number, make sure that your messages appeal to the members of your market.
6. Create your name, logo and tagline. This is the visual part of your appeal. Make it appear in such a way that it will draw your target audience.
7. Create your content marketing materials. This is the “telling them” part of your appeal. Content is what your name, logo, and tagline draws your reader in.
8. Create your website. An effective website can be an excellent tool, but it needs to be simple and attractive, but easy to use. It needs to present your business and your message in an effective way.
9. Create your marketing tools. These are all of the materials that you will use to sell your business. It includes case information, fact sheets, brochures, and all of the other information that will convince your public that you are the one who should have their business.
10. Implement, track, and adjust. So now you have everything, but just because you have gotten to this point doesn’t mean that everything you have is effective. If in the course of using your materials you find that something isn’t working, get rid of it and try something else. If you find another tool that you think would work for your business, incorporate it. Strengthening your brand is a never-ending process. There’s also no end to how much business it can bring you when you have finally perfected it.
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