How strong is your business brand? Could it be the reason you are not getting enough patronage and web traffic from search engines lately? Amazingly, the world of business is changing, with consumers losing confidence in the proliferation of products and services.
There are too many knockoff and substandard products competing for consumers attention and money in the marketplace. It has raised new kind of consumer awareness for brands.
Marketing as we know it is changing right before our eyes. What used to be easy some years ago has now become difficult to promote. The marketplace is awash with all sort of knockoffs and lookalike products that’s confusing to pick what works from what doesn’t last. Even the marketing platforms are afraid that fakes are diluting their brands and costing them consumer confidence they have earned over the years.
Consumers want to buy from only well known business brands for the things they love. The love for brands is the new orgy. If what you do or sell doesn’t have a brand you are losing your long term value. It won’t be long before your business fizzles out.
Why Build A Brand?
You may even be reading this now and still want to ask why should my business build a brand? Well, I have to explain it for you so you understand what’s at play here. I know the fear of building a business brand is usually in the long time it takes. But if that guarantees success, why not take the time and use it well. After considering my reasons you will understand why build brands.
- The fastest way to win consumers trust and patronage is with your business brand.
- A commitment to quality products or services is better understood when it’s a brand.
- An advantage for search engines to rank your site top in pagerank is based on your brand equity.
- A promise to uphold consumers confidence in your product or service is better expressed through brand message.
You can see just how much good a brand can do your business than just a good product or service offering. There’s so much information out there and people want to be able to sieve through all that and not to make mistakes.
And now that shopping has moved to e-stores and dropshippers, the level of fakes on sale has by far outnumbered the original products. Consumers are not fools. They are aware already. And many of them are making the choice of brands. Even Google has updated its algorithm to favour brands over others.
In the nearest future, your business will lose so much if not all of its patronage if you don’t start building your brand now.
READ ALSO: 10 Simple Steps To Brand Your Business
Understanding Business Branding
If there’s anything that should be important to you now as an entrepreneur, that should be understanding how to build your business brand. According to DisruptiveAdvertising, branding is a way of creating an experience for the customer. And finding the easiest way to share that experience is what defines your business brand.
However, this experience usually leads to identifying your business. That could also explain branding as a way of identifying your business. That’s how customers recognize your business and experience what it has to offer. When more and more consumers can now identify your business it means you have a strong brand.
So, a strong brand is more than just a logo, but everything that defines your service, advertising, and customers experience. The first time you try out branding your business, it may lead to asking whole lots of questions to understanding what to brand about your business and how you should brand it.
- What should you do for your business to be identified?
- Who should identify your business?
- How do you reach them?
- How long should it take?
- What’s in it for you?
Now, let me take through the 7 tips I have outline would help you understand how to build a strong business brand. Tips number 2 is like the glue to hold everything else together for you.
Tip #1: The Time To Start Is Now
One thing you must understand about business brand is that it takes a while to build. A strong brand is never an overnight success. You can achieve strong sales overnight but surely not strong brand. You need time and that means you need to start early.
And that goes with everything in life. Every birth in life needs time to grow to adulthood. It’s not limited to humans alone. It has to do with everything in nature. I learnt it when starting MyBlog. I knew I would have to put in years if I want it to grow. It may surprise you that it can take decades to build a strong business brand.
But if that’s what it takes, why not. All you have to do is analyze what you want to do, how much of your life you can invest into it and when you can start seeing growth. Always put your age into the consideration. If you starting at 30 years, just accept that it might take more than 10 years of your consistent life investment to get your brand to grow.
Tip #2: Do It Your Own Way
Once you know how long it can take you, then you need to realize that those short cuts being advertised online isn’t going to work. What you have working for you now is to do it your own way.
Find your own uniqueness that customers love and build your brand on that premise. It’s your unique offering that will stand you out. That’s what people love. And people are constantly looking for unique brands to follow. That’s one side of human behavior that’s puzzling. You may even think they prefer the competing brand and you start copying them. But what people really love is your unique way of doing things.
And this uniqueness should be expressed in your brand features. Below are 5 ways to express your brand features:
- Brand Purpose.
- Brand Positioning.
- Brand Promise.
- Brand Personality.
- Brand Identity.
And because you are the only that can be you perfectly, it will be very hard for a competitor to copy you successfully and win.
Tip #3: Start Building Followers
Every brand need followers. If there’s any reason it’s called a brand, it’s because it has a good number of followers. So, this should be you top priority when building a strong business brand.
Think of your brand as a celebrity. Every celebrity has fan base. The more followers you have the better your brand does out there. And this thing don’t happen overnight. It takes time and effort to grow followers.
Whatever source you plan to use to build your followers is important. Think of where your target audience spend most of their useful time, not their useless time. Because some people spend time on pornographic sites when they want to be silly. Target only sources they spend time when they are equally busy at what they do for a living. That’s the right platforms to use.
Make your followers love your brand. That’s your job priority. And how you do that is important. You need to explore their value system in principle. If they are not getting value from your brand they are not going to show you love, period!
Tip #4: Don’t Allow Distraction
Moreover, think about business brand like raising a child. You never abandoned that child at any time. While it can be okay to be doing other things while still raising the child, but the child’s welfare should always come first.
Your brand is like that child. It must occupy your topmost priority. You shouldn’t allow distraction of any kind. Even if it takes time, don’t lose focus, stay with it, because it takes time to grow a brand.
Interestingly, one of the biggest distraction for entrepreneurs are themselves. I have hardly met an entrepreneur that’s not involved in multiple businesses at any time. This can be a big source of distraction from building a strong business brand. The more you try to multitask the more you lose focus of what can help your brand gain momentum.
Tip #5: Constantly Evaluate Your Brand
While you patiently grow your business brand, don’t lose fact about your brand focus. Always evaluate the impact your brand is making and can make. Sometimes a brand maybe bigger than its initial mission and purpose. It’s by assessing your brand impact that you can identify areas it’s influence is growing and extend its reach properly.
Your brand is what the market says it is. Sometimes your effort to position your brand in a certain way may not work. The market sometimes define your brand direction. It has happened to many business brands, including Facebook. They usually set out to reach a definite market but ended up in an entirely different market than they initially proposed.
Consumer feedbacks can give you a lot of information about your brand impact. Asking your customers to give you their honest feedback can help you evaluate and improve on your business brand.
Tip #6: Shift The Focus If Necessary
What if your evaluation reveals a bigger and better potential market for your brand? Nothing is stopping you from shifting your brand focus to reach the new market. You are at liberty to focus your brand to what makes it more relevant to consumers.
Note that your brand advantage is solely built on the value of the solution it provides. Shifting your brand focus to something more greater than what it was initially designed to solve won’t be a problem but a bigger proposition. And that could drive the attention of more super investors.
But be careful not to derail from the core principles of your brand. Rather, let the shifting be solely to address a higher purpose.
Tip #7: Avoid Quick Success Syndrome
Success is at the heart of every brand building goals. But let your goals be long term driven. Avoid quick success syndrome where you expect the gains to follow too quickly. Of course there should be gains of building your business brand, after you have put in a lot of efforts. But where the gains are not coming as fast doesn’t mean your aren’t doing enough.
Most times what pushes great brand off the ladder is the desire for quick success. It can lure brands into exploring the wrong opportunities. A good example is search engine optimization techniques. Some brand explore the black hat technique in order to get quick search traffic. But many ended up damaging their brand and erasing the short term success they achieved.
A better way to build your business brand is to understand what it can take to build the brand and how long you can put into it before it can manifest. Then, relax, sip some green tea and wait for it to arrive. If you are not willing and ready to put in the years required to build a strong business brand, then, brand building may not be for you.
Brands are magics of business success. When you have a brand you become invincible in the marketplace. You can sell anything, do anything and be anything. The market doesn’t dictate for you any more, you dictate for the market.
But the only thing standing between you and becoming the brand you want is time. Brand success takes time. There are no short cuts to building a strong brand. You need time to make a brand strong. It will take time for your brand to get proper recognition in the marketplace.
The excerptions are usually disruptive brands. Uber is one of them. When a brand disrupts a market, it rides on the trends of media puzzle to gain fast momentum that other brands normally attain with time.
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