How to Create a Brand That Connects
Your brand isn’t just the sum total of your company name and logo. It also includes all the ways you do things. From the font on your website to the language that you use, your brand involves many components – and the visuals are only the beginning. Your brand is a message.
“Simply put, your brand is your promise to your customer,” explains Entrepreneur. “It tells them what they can expect from your products and services, and it differentiates your offering from your competitors’. Your brand is derived from who you are, who you want to be and who people perceive you to be.”
Connecting With Customers
However, there is a big difference between merely creating a brand and creating a brand that connects. A brand that connects has brand equity and an identity that stands apart from the fray. Companies like Starbucks and Whole Foods are good examples of this brand connection.
Do Your Homework
In order to connect with your customers, you need to be relevant to them – and that starts with doing your homework. What do your current, target or prospective customers need? What do they want? Is it the same thing? Doing your homework is critical to building a brand that connects.
Creating Emotional Attachment
Customers may choose to buy from that company because it is THAT company instead of the true superiority of its products (looking at you, Apple). Sure. There is quality there, but is it so much better than its rivals? Not by the specs. Instead, connected brands tend to see an almost emotional quality to their customers’ attachment. They are considered “cool” and can command a certain loyalty.
Being Authentic
When it comes to branding, being “real” is also important. You won’t get much repeat business if you don’t deliver on what you promise your customers. In terms of branding, this means that if you portray your company as offering luxury goods, they better be of good quality. If your company offers only the most unique and original designs, you need to stay ahead of the curve. If your company touts old-fashioned values, your company’s policies and customer service should reflect that.
Understanding Brand Persona
Brand persona is the personality traits and values associated with your brand. The best brand personas let you imagine the company as a person or a mascot. For small businesses, this could be the embodiment of the shop owner, although brand persona can also reflect your ideal customer. What sort of look would appeal to your ideal customer? Who are you trying to attract with your ads? What is important to your target consumer? The answers to questions like these can help you establish a brand persona.
Ask an Expert
When it comes to building a brand, you want to be as intentional as possible. While it is possible to create a name, slogan, look or concept for your company without doing this bit of homework – be careful. As you develop all the parts of your business, it will develop a personality all on its own and without proper care, so it might not come out the way you expect. Prevent this from happening by working with an expert to craft a brand that reflects exactly what you want your company to be.