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A Step-By-Step Guide

Part-1

Why Is Brand Development Essential?

Marketing is all about communicating with your audience, and brand development is a very important part of that. It is a consequence of your marketing endeavours.

Besides, it is a process so complex that goes deep into the core of any business, branching through every single aspect of it.

It is an ongoing process. You’ll never get to say that you have finished developing your brand development strategy. It doesn’t work that way. That’s why most business owners ponder a lot on how to develop a brand.

How Does Your Brand Influence Your Business?

Your brand exists in the mind of the people. How they think and feel about it will have a huge influence on a lot of things. Whether they’ll make the shift from audience to customer depends on your brand value in their minds. Will they keep coming back to your products or services? It depends on your brand reliability.

Whether they will share your story with their community depends on how happy they are with your product. Thus, we can further conclude that branding plays an important role in increasing your value. Furthermore,  it expands your customer base and promotes loyalty within it.

Let’s assume that you’ve already completed step zero, which would be deciding on a product or service you’re going to sell. We’re going to explore the rest of the steps, one by one, each of them describing a key aspect of the process.

Here Is A Step-By-Step Guide
1.Identify And Examine Your Target Audience:

You know what you’re going to sell, and you have a good idea of what you’d like to say. However, you need to understand who exactly needs to hear it. The opinions of your target audience are the ones which are most relevant because they are going to affect both your business as well as brand development in a most relevant and direct way.

Try to think of as many characteristics of your potential customers as you can. This can include, for example, sociodemographic categories, behaviours, interests, values and so on. After that, try to validate your assumptions through research, both online and offline.

You can acquire data by exploring relevant forums, social media, conduct surveys. Obviously, you will do these all with the end result of creating a detailed customer persona which will guide your future marketing and branding strategies.

The idea is that once you have a detailed profile description of people who would be interested in buying what you’re selling, you’ll have a better understanding of how to approach them and how to build a positive image in their mind about what you’re doing.

The foundation for building your brand is to determine the target audience that you’ll be focusing on.

You can’t be everything to everyone, right? when brand building, keep in mind who exactly you are trying to reach. You’ll tailor your mission and message to meet their exact needs.

The key is to get specific:

Figure out detailed behaviours and lifestyle of your consumers.

You may come to realize that the competitive advantage when branding your business is to narrow your audience focus. This can help ensure that your brand message comes across crystal clear.

Identifying the target audience for your services or products is an exercise that will affect and benefit all areas of your brand building process, particularly marketing efforts. You want the right person consuming your content, clicking on your ads, opting into your email list, etc.

Determining the right target audience will support your overall digital brand strategy for marketing. So it is definitely an important first step!

2.Define objective vision, Mission and Value:

In business, every activity has or should have a goal, and the common goal that all of your combined business dealings are supposed to achieve is defined as your mission statement. There has to be a clear reason for getting into a business, other than to simply “make money.”

However, the reason has to resonate with your target audience. Maybe you’re trying to solve a specific problem or improve the well-being of a specific group with what you have to offer.

What and how will things look like once you’ve achieved your goal is called a vision statement. While you’ll be using your mission to appeal to people’s values and beliefs, you will use your vision to make a connection with people’s hopes and dreams.

These short statements should become a foundation for your branding process because all activities that follow need to be in line with them to some extent. Aside from telling you what you should do, they can also tell you what not to do.

Example:

We all know the Nike tagline: Just Do It. But do you know their mission statement?

Nike’s mission is: “To bring inspiration and innovation to every athlete in the world“.

You can see the Nike mission everywhere. They focus on all types of athletes using Nike products to be their best self.

Nike goes even further with their brand mission, by adding a footnote to the statement: “If you have a body, you are an athlete“. Think about how wide their target audience becomes with a disclaimer like that!

The company has built up such a reputation and brand following, that it’s able to increase the target to accommodate every “body”.

When branding your business, start small and remember to focus on your target niche audience first.

With time, your brand loyalty may grow enough to expand your reach

3.Identify And Analyze Your Competition:

Competitive analysis is the process of evaluating the behavior of your competitors in order to get a better idea of their positioning on the market and activities which allowed them to do so.

You’ll be looking at their content which can be anything from their website descriptions to blog posts to PR statements, and drawing conclusions about how that is helping them achieve their branding and business development goals.

In order to get the best results, try to always go one step further in your analysis. If you’ve spotted a specific action that has brought results, try to figure out what the underlying problem they were trying to resolve. What were the exact conditions which allowed for their activity to boost their brand status?

Once you see what’s behind the curtain, you might find inspiration to respond to similar topics of discussion in a way that fits best with your mission and your vision. Don’t neglect the information about your competitor’s mistakes. Sometimes analyzing failures and mishaps can be just as useful.

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