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10 tips for building the right brand

In today’s world, business has become more and more competitive. The world has become global; many competitors emerge from new marketing channels like the internet and from distant location around the globe.

Your brand is one of your most important assets and as such it is befitting that you treat it that way.
Know your marketing potential, make your customers remember you and come back to you again and again by building loyalty for return transactions.
Your marketing potential is a function of your values, services and products.  The branding must be an integral part of your business.

  1. Know your target audience
    1. The first stage is to analyze who your customers are, delve into their lives and paint their character: what they openly think, what they dream of at night, what is their state of mind, where they live, what considerations they make when they make a purchase, what they think of our brand.
      There is no doubt that conducting an in-depth analysis and study of your customer – their consumer habits, life style and mood – will enable us to reach him/her with a greater chance of success. In conclusion, make an accurate characterization of your target audience and divide them into personas. Define who your ideal customer is.
      Map out your products and think about whom the customer is that you are offering it to.
      Can you find a common denominator for a group of products or services that you offer?
      Collect and gather information online.
  2. Know your competitors and collect information
    1. Who are my competitors, where do I sell the products, who is next to me on the shelf, where are my competitors getting exposure and how, what do they promise the customers, what do they look like? Are they more prominent or attractive?
      The more effort I make to get to know my competition, the easier it will be to distinguish my product or service.
  3. Listen to your customers
    1. Your customers are looking for more than an advertising campaign, listen to your customers and get their feedback. Perhaps your product isn’t good enough? Does your customer have better ideas for you? Maybe your brand values don’t match?
      Open channels of communication with your customers, use surveys, feedback, efficiency suggestions or agents.
      Use the internet and social networks.
  4. Know trends
    1. Open your mind and look forward, expose yourself to global trends, use your imagination and think ahead to how your products or services will look in 5 or 10 years.
      Examine the long-term consumption habits, analyze long-term trends in your field. Building a brand requires long-term thinking.
  5. What is your brand’s DNA?
    1. Define your organizations genetic code. Define the core attributes of your brand.
      Observe the associations that your brand evokes among the customers, define what its value is to them.
      Make a list of values that you can commit to. For example, if you have committed to the lowest price or to the best and fastest service – be consistent.
      You must build a core idea that will accompany your brand. Re-invent yourself every day.

      Building your brands’ values: start with the basic values that form the threshold for your field. Usually values such as reliability and quality are threshold values. Continue with values that represent you and distinguish you from the competition. These will form the core idea for your brand.
      My brands’ personality – What I want to broadcast after I have built my value system and gotten to know my customers. I have to analyze what personality I want my brand to broadcast: a simple personality, a snobbish personality that doesn’t fit everyone, a genuine honest and transparent personality, innovative and modern, naughty, etc.

  6. Developing your brands’ language
    1. Translate your system of values, brand values and personality into a uniform, consistent visual language.
      This language should exist at all levels – business cards, paperwork, letterhead, prospect, packaging, exhibitions, website, dress code, speech, delegation, mail and any place that the brand interfaces with the customer.
      Build a broad spectrum in which the brands’ language broadcasts the company’s DNA. It is desirable to create an emotional connection and create an experience for the customer. At the end of the process you will receive a brand book that includes all of the language and the rules to retain consistency. The message must be simple and clear to all.
  7. Graphic design, marketing writing / content and production
    1. In this stage we implement the brands’ language according the brand book and translate it into the business’ marketing tools. It is important to insist on the quality and retain a high level in the design, writing and photography, since a mediocre or sloppy execution may miss the target.
      Don’t be thrifty and search for shortcuts, there are no free gifts. Only work with professional suppliers and vendors with proven experience.
  8. Implementation and conservation
    1. As the owner of a company, or a CEO that is leading the process, insist on enforcing the consistence of your brands’ language among the top executives and down to the last employee. Everyone must understand the brand, know its values and speak the same language.
  9. Tell the world
    1. Use a variety of communication channels. Multi-channel communications will get your advertising message across to all the points of contact with your customers.
      Analyze your customers, find out where they are, what they read, where they visit and advertise at the same places.
      Repeat exposure of your advertising message in a number of channels strengthens the confidence in your product.
      Advertise your brand on vehicles, with mail to your customers, on invoices, relevant social media, your website, on the internet, relevant newspapers, etc.
      Participate in exhibitions and conventions, recruit your employees and reward them.
  10. Develop a positive attitude
    1. A positive attitude hastens success. Focus on what you’re good at, learn as much as you can, make use of professionals for the designated fields that you need. Display an optimistic atmosphere, talk about your success. People like to buy where other people are buying. Work hard, no one will do the work for you.

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