Know Your Buyer Persona – the Cornerstone of Brand Building Strategy
Brand building strategy starts simply: know who busy from you! The more you know about your target audience, the better you can market to them, and the more successful your marketing efforts will be. Knowing your audience will help to shape your branding efforts and marketing campaigns. Use analytics tools to determine the demographic or your customer base and any other modeling information you can obtain. Remember that your customer persona is always a work in progress.
Determine Your Brand Positioning
Your branding position is the position your brand has in the marketplace; it’s the unique selling point, things like affordable receptionist services; the thing that sets you apart from the competition. It’s a cornerstone of your brand building strategy. This is especially important in the ecommerce world where competition is so fierce. Your unique value position is what you want your customers to think of when they see your brand. To determine what this is for you, think about how your brand or product solves a problem differently. Do you have a more competitive price point, or is there something else that sets you apart?
Be Consistent in Everything
Consistency refers to the consistent nature of your brand across platforms both on and offline. It means that your brand contains the values and quality of what you provide whenever a customer encounters it. This is very important because you need to establish reliability in the marketplace as well as brand authority. Research suggests that customers quickly lose interest in brands that don’t conform to consistent standards. To find your core identity develop a style guide that can be used to develop all campaigns. Professional brand building strategy means all the things that professionalism implies, including the boring details!
Establish Your Vision
A branding vision is all about the twin goals of promise and practice. Initially, you will make a promise to your customers that you will deliver a particular product to a certain standard. This is very important, but customers will also be interested in why you’re interested in the business in the first place. This leads back to your mission statement and core values. Make sure you have these established early on and ground your brand in certain core beliefs and practices.
Establish Your Mission
Your mission statement is the driving force of your business and brand identity; it defines who you are and what you aim to do with your product or service. This mission statement is so important for your branding because it underpins the true value of what you bring to the market and to customers. To determine your mission statement, ask some basic questions about who you are and what you do. Refine these until you come up with between five and ten lines of succinct intention.
Establish Your Values
Your core values are what define your company and brand; they will also come to define your customer persona. Don’t start your branding without doing the spadework first. Question your business and its intentions, define in three words what your company stands for and make these values the core of your mission statement and branding strategy. Your brand values should be visible in every advert and social media post.
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