Building a brand is a lifetime exercise. It takes a long time to establish a reputation, and once your company or product is well known, you have to put some serious effort into maintaining it. Brand tracking studies have shown that months or years of effort can be undone quite quickly through simple mistakes; especially now that social media is so popular among consumers. This means that it’s even more important to take brand building seriously.
The Key Components of a Strong Brand
When most people think of brand building, they think of marketing, but that’s just one part of the process. In addition to advertising to consumers, think about the following when you come to build your brand:
To build a strong brand, you need a high quality product or service, and you have to know who it is that your product or service is aimed at. Your target audience will affect the positioning choices you make. Are you aiming your product at price conscious consumers, the luxury end of the market, businesses, or someone else? Once you have an answer to this question, you’ll know where you’re positioning your product on the market.
Internal marketing is just as important as external marketing. If the people inside your company don’t understand what your product is supposed to be, then how will they be able to maintain its branding? Make sure that everyone who works for your company understands the brand ethos fully.
You can repeat your brand message as often as you like, but if you have a bad reputation then most people won’t believe it. Have regular brand tracking studies done to make sure that, externally, you are perceived as doing things right. If those studies pull up a lot of negative reviews or dissatisfied social networking users, then you should act quickly to reach those customers and try to put things right.
How to Establish Your Brand Name
Establishing a brand requires two things – persistence and consistency. It takes several exposures to a marketing message before that message starts to “stick” with most consumers. So, if you want to have people think of your name when they want a certain product or service, you’ll have to consistently put your message forward.
Ideally, you should do this through several channels. Social networking, search engine marketing, and other web based advertising are all good marketing methods, but leaflet drops and ads in magazines can have an even bigger impact, especially if your business has a real world presence and is trying to reach a specific local area. The more diverse the marketing methods you use, the better.
For maximum impact, consider attending trade shows and conferences. Simply being present adds legitimacy to your brand – after all, by investing in attending the show you’ve proven that you’re serious about your company and won’t disappear next week. If you can exhibit or get a speaker role, that’s even better, and will raise your profile massively.
This post was written by James Harper on behalf of Hall and Partners, specialists in <a href=”http://www.hallandpartners.com/”>brand tracking studies</a>.
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