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building your brand

BY Paige Uehling — March 5, 2019

According to LucidPress, brand building is, “the process of shaping customers’ emotions, feelings, memories, and opinions associated with your brand through a strategy-driven plan that stands the test of time and people.” Many factors contribute to your brand’s effectiveness and the brand awareness that is associated with increased revenue and brand value. Consistency, strategic design, value proposition, and buyer personas are all essential in creating your brand strategy.

Brand Consistency

If you consider some of the most famous, recognizable brands, you’ll notice that they have something in common. They are consistent.

From logo design, colors, tone and voice, to images, domain names, and even branded links, the best brands are consistent across these dimensions.

When you think of Nike, do you automatically also think of the swoosh symbol? Do you think of their slogan, “Just Do It?” Nike has developed a brand that is so recognizable you don’t even need to see their name, and you recognize their icon. You don’t need to see their icon, and you recognize their slogan. Nike is consistent across platforms, and their logo design has consistently been used as the visual representation of their brand, securing brand awareness and increasing authority and trust among customers.

Strategic Design

There are several strategic components to great branding, including:

  1. Website design
  2. Content creation
  3. Social media

We live in a world where the average American spends 24 hours a week online! The average internet user spends 2 hours and 22 minutes per day on social media and messaging platforms. This is a lot of time in front of a screen.

Why does this matter?

It is more important than ever to develop a website design that is user-friendly, mobile-responsive, and modern. People are online all the time. There is no shortage of websites to browse. If your website does not stand out or provide users with solutions to their problems, they will move on. It’s as simple as that.

In creating a well-designed website, it’s critical to think about content creation. Content is how you communicate with potential customers. Content is how you build trust and form relationships with clients. Ultimately, it is content creation that will pull people from one area of inbound marketing to another.

Check out HubSpot’s graphic on inbound marketing:

 image001

Whether you are in the process of attracting strangers, converting visitors, closing leads, or delighting customers, it is content creation that will help ensure your brand is generating awareness and building trust.

As mentioned above, social media is a huge part of people’s everyday lives. This makes social media a great platform for sharing your well-developed content, linking to your website, and creating relationships and emotional bonds with customers.

Value Proposition

Value proposition refers to a promise of a value to be delivered. Potential customers want to know what you do, how you do it, and for whom you do it. Most importantly, people want to know what makes you different.

Consider the “Golden Circle” model.image003

This innovative concept was coined by Simon Sinek. Moving from the inside of the circle outwards, Sinek argues that businesses first need to explain why they do what they do. Sinek stated, “very few organizations know why they do what they do. And by why I don’t mean to make a profit: that’s a result…I mean what’s your purpose?” If people learn the why, they will be intrigued, and hopefully, be inspired to become a part of the business you have developed.

Next, is the how. How does your business achieve success for customers? How will this help your audience?

Finally, explain what you do. It is easy for a company to start off by explaining what they do. They know the “what” inside and out. However, by considering value proposition and how people will come to value what you are offering, the “Golden Circle” model allows your company to communicate with feelings and deal with human behavior.

Buyer Personas

In order to implement brand consistency, strategic design, and value proposition, your organization will need to create buyer personas. To target your future customers, you need to know who your customer is. You need to know what your customer wants.

In creating a buyer persona, consider demographics, job level and seniority, typical days, pain points, and information sources.

Is your ideal customer retired?

In their twenties?

Are they struggling to find better technological solutions?

Are they looking for a way to bring comfort to their day?

Do they gain information from internet searches?

Do they listen to radio ads as their primary source of information?

All of these questions, and more, will need to be considered to properly target your content and establish the lasting brand awareness you are looking for.

Building a brand that lasts takes time. You will need to be intentional about the content you write and the content you promote. Your brand is intricately connected to the purpose of your organization. Do not forget that when people buy your product, they are often purchasing the “why,” not the “what.”

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