Every small business has to fight for its share in the market, the attention of potential customers, and to increase its sales. As a business owner, you have to do the same because the market is already saturated with businesses that provide the same products you provide or products similar to yours. In other words, you will only survive and thrive if you are strong; you need a powerful brand.
To be strong, you have to know who you are, who your target customers are, and how you can reach them to encourage loyalty. Furthermore, you have to evolve as technology changes so that you can grow and remain impactful. For example, use the most innovative logo maker to create your brand. Also, use social media to boost your business online.
So, what should you do to make an impact through branding? Here are some of the tips you need.
Table of Contents
1. Research Your Target Audience
You have to research your target audience before you even think of designing a logo for your brand. Connect with your target customers authentically for your research to be successful and focus on the following factors when interacting with them:
- Their age
- Their location
- Definition of their values
- Their likes and dislikes
- Why they care about your products and services
- The unmet needs you can help them achieve
Use Google and other search engines to conduct secondary research. It will enable you to find out what your target customers are saying about your products and services and those of your competitors. Moreover, you can conduct primary research by reaching out to the target customers with questionnaires.
2. Come Up with Your Brand Story
A brand story is an outline of your business goals and how you plan to achieve them. In other words, it is a narrative that will define the purpose of your business and compel the desire of your target audiences to be part of your brand story. An impactful brand story should do the following:
- Simplify complicated issues: your brand has to assume the role of a guide and help your target customers identify their problems and solve them.
- Stir emotions: people base their purchase decisions on emotions. They can also become your brand ambassadors if you manage to trigger strong emotions. So, give them a good reason to feel.
- Trigger memories: your audiences will relate to a good brand story and not a fact-laden description of the products.
- Make the target customers heroes of the story and not your brand. The story has to help them fulfill their needs through your brand.
The brand story will form part of your brand identity and therefore you have to come up with one before developing your brand identity.
3. Choose an Identifiable and Authentic Brand Name
Select a brand name that your target audiences can spell, pronounce and remember. Marketers believe that your customers are likely to remember your brand name if they can repeat it after hearing it for the first time. Ensure that no other business uses the name and use an online translator to be sure that the name does not translate to something misleading, rude, or improper in foreign languages.
4. Design a Memorable Logo
Next, you have to decide on the graphics to use for your brand after you have selected a creative name. Ensure that every color you select is meaningful and the design reflects your business values.
Even more, you have to make sure that the logo is uncluttered and simple because a complex one will translate to issues after you transfer it online or use it in business cards, and some other company materials. Your target customers are unlikely to accept your brand if they cannot understand your logo.
5. Give Back to Your Team and the Community
You have to give back to your employees and the community both professionally and personally while focusing on community growth. Run social-responsibility programs, such as donation drives for non-profit organizations, and also donate to them. Some companies have gone ahead to giving their employees several months off so that they can volunteer for charity projects.
6. Educate Your Staff
It is time to stop seeing millennials as a problem. All you have to do is educate your older staff on technology. You can achieve that by hiring a training manager or investing in mentorship programs so that the seasoned employees can work with the new ones. That will help you motivate your employees and stay ahead of the competition.
7. Know Your Values
Know your core values and keep asking yourself whether you can make your company greater. Watch out for new opportunities to make your company greater or incorporate new technology in your business and attract new customers.
8. Create a High-Quality Blog and Maintain It
A quality business blog comes with many benefits, such as increased sales and increased online visibility, and helps develop a brand. Blogging will help you make your business identifiable in crowds and communicate the intent and personality of your business.
Still, you will have to create content that is relevant to your target audiences and ensure that all your posts are easy to read. Moreover, you will have to add images and improve the user experience. Maintain a conversational style when writing every post.
9. Unify All Your Social Media Channels
Think of your social media accounts as your online representatives. They provide you with a good opportunity to engage with your target customers and market your products. However, you will have to maintain a consistent voice and use good visuals to make an impact. That will influence more customers to return severally.
10. Craft an Excellent Customer Experience
Customer experience is an equalizer of businesses. While your competitors might be offering the same products and services you provide at a lower price, they are unlikely to beat you if they serve their customers poorly or fail to address the significant details. Your target customers will be ready to spend more time or money for the best experience. Even more, happy customers might become your mini-marketers and spread the word about the exceptional experience you offer.
Conclusion
Shaping the aspects of your brand will have a positive impact on how your audiences perceive and respond to you. It will also supercharge your marketing campaigns. The above tips might be all you need to make an impact through branding.
