How To Create A Brand That Sells
Your company has a brand that tells a story, conveys a message to its audience which they should feel associated with, motivated, and almost be proud to be part of. When Nike says: “Just Do It”, they don’t only tell people to just do things but empowers them to do what’s impossible, and motivates them to do what’s possible. Its customers think like Nike, follow the mantra, which leads them to purchase more and more of Nike’s products because its messaging serves to their mindset. This is exactly what brand messaging does: communicates with the buyer by influencing and motivating them to buy the product while creating a solid identification. A messaging that tells why your brand matters, what’s the value proposition and what differentiates your brand from the rest of the crowd.
Branding your business is more than combining powerful words into a slogan and be done with it. It does require more in depth afford, a thorough understanding of the audience, stakeholders, the market and your product. In this article, we’ll provide you a 360 understanding of the branding, and summarize the “how to”.
First thing first, you should know your ideal client very well as they’re in the receiver end of the messaging your brand tries to convey. Therefore, the better you know your customer the stronger the communication is.
To understand your customer better, get started with answering the questions below:
What do your customers care about?
What are their pain points?
What’s the transformation you provide?
You should position yourself between their current situation and their desired situation. As always, your messaging needs to be customer-driven. At the end of the day, you’re communicating with your customers.
Once you have a better understanding of your customers, competitors, and offers, turn your focus on your brand strategy. There are four important components to build a strong brand strategy.
Craft the story of your brand. Storytelling shows how unique your brand is while creating an emotional connection with your audience.
Create your brand message as it is the way for your brand to be memorable in one single sentence. It should inspire people to connect with your brand which ultimately leads them to buy your products.
You support your brand strategy based on pillars that support a single strategy and provide consistency. Your pillars should relate to how you connect emotionally with your audience, what’s the purpose of your company, what differentiates you from your competitors, and how you help others succeed.
After you craft all these 3 components, you express your brand strategy visually by coming up with your color palette, imagery, logo, website, posts, videos, etc.
These four components create an emotional connection with your audience, making your brand stand out from the competition.
With all the helpful information we’ve covered in mind, you can now start executing your brand messaging, which is where the fun starts. Come up with a catchy tagline, and try positioning your brand in the marketplace. Communicate your brand’s vision and mission which would ultimately lead your brand to find its voice of tone.
Branding requires an effort and a solid understanding of the brand strategy, your products, the audience as well as the marketplace. It’s a process that when done right, it can provide lots of great opportunities. It’s a great way to help customers see your brand the way you want it to be seen while growing your business.
Do you have an idea in mind? Drop a comment below or check out our website where we’ll be covering Storytelling, Brand Message, Brand Pillars, Brand Visuals and many more helpful information that can transform your business.