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YOUARE AREIN ENOUGH. YOU CHARGE BY NICOLE HEROUX WILLIAMS I PHOTOS BY NSP STUDIO BY RUMELLA CAMERON
Your brand should reflect what your business stands for and what sets it apart from your competitors — it expresses the qualities, strengths, and ‘personality of your business. Creating a strong brand involves indepth market research to work out why customers should be attracted to your business. A strong brand will help customers to remember your business and feel greater confidence that your products or services will suit their needs. Customers tend to be loyal to a brand they trust. WHAT IS BUSINESS BRANDING? Branding is a way of identifying your business. It is how your customers recognize and experience your business. A strong brand is more than just a logo — it’s reflected in everything from your customer service style, staff uniforms, business cards, and premises to your marketing materials and advertising. Branding is one of the most important aspects of your business. Your brand is your promise to your customer. 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. BRAND STRATEGY Your brand strategy is how you communicate, what your messaging is, where your message is being seen, and to whom you’re delivering your 294
ROCHESTER WOMAN ONLINE : AUGUST EDITION 2021
message. Map out how you’re different, trustworthy, and memorable.
that identify and distinguish the brand in consumers’ minds.
The brand strategy comprises many parts including where you’re advertising, your distribution channels, and how you’re communicating verbally and visually. You must be consistent with your messaging so it’s clear to your audience what you do and the problems you solve.
Building a positive brand image can bring in consistent sales and make product rollouts more successful. A brand identity consists of the business values, and how the brand communicates those values through its products and services. Do your research, survey your customers to see what they like, and what your customers think about your business.
Building a strong brand allows you to showcase your purpose and mission.
Are you the innovative maverick in your industry? Or the experienced, reliable one? Is your product the high-cost, high-quality option, or the low-cost, high-value option? You can’t be both, and you can’t be all things to all people. BRAND IDENTITY Your brand identity is the way you convey your image to the public. Defining your brand is a critical step to the success of your business. It can be difficult, time-consuming, and uncomfortable. Brand identity is the visible elements of a brand, such as color, design, and logo
BRAND MARKETING Once you’ve defined your brand, how do you get the word out? How do you connect your company’s values and voice to the right audience? Identify your target market. Target marketing allows you to focus your marketing dollars and brand message on a specific market that is more likely to buy from you than other markets. Look at your current customer base, look at what your competitors are doing and analyze your product or services to see how you can meet those needs. What is the key message you want to communicate to your audience? Branding extends to every aspect of your business-how you answer your phones, what you or your salespeople wear at sales meetings or networking events, your e-mail signature, everything. Write a memorable, meaningful, and concise statement that captures the essence of your brand. MARKETING MEDIUMS Marketing mediums include a blend
