Get your branding irons out | Building a brand for life

Creating a brand that your customers learn to love and keep coming back to can be one of the most rewarding things you’ll ever do for your business – just ask any one of the many successful companies out there that have built an entire business model around the brand.

Unfortunately, as those business brand champions will also tell you, life isn’t quite as simple as heading down to your friendly high street brand management consultancy and slapping a few thousand pound notes on the table. Developing a brand takes time, effort and conscious thought about what you want to achieve.

So, what are the vital first steps to building a brand for life?

  • Find the right message for you: it sounds simple, but knowing what you want your company to be and thinking about how the brand can help shape that is an essential first step to creating a brand that  customers can identify with. Are you exciting, fast moving and cutting edge, or a dependable, well established and trusted business?

  • Find your centre: no matter how big the business, no one does everything for everyone, and so being something to someone is much more important than trying to  spread your brand too thinly

  • Don’t over-promise: it’s a classic mistake. No one likes to think that they’re not the best at what they do, but be sure that you can back up any bold claims with performance. False promises will only disillusion potential repeat customers if they don’t get what they see on the tin
  • Bring your people along: every ounce of customer interaction that you have should reinforce what your brand stands for. The biggest part of how your customers will experience your brand is through your people so you have to bring your employees along for the ride to make sure that those values that you worked so hard on earlier come through in everything they do
  • Think long term: A logo or website can be hugely vital when it comes to communicating your messages externally so create something that you know you’ll be happy with for years to come. While you might want to tweak or update your brand every now and again, chopping and changing is a strict no-no as it strips away everything you’ve built up. Coca-Cola didn’t become the best known product in the world by switching logos every five years!

Quality is a vital ingredient of a good brand. The points above should be delivered in a consistent approach. Research confirms that, statistically, higher quality brands achieve a higher market share and higher profitability that their inferior competitors. So, what are you waiting for? Stay focused, and breathe new life into your brand.


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