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1. Define what your brand is
Find your niche in the market. What are the special requirements or problems that your customers have and how can you help them to solve that. In order to do this effectively, you need to find out about brand competitive analysis and why you need it. This will establish what makes you unique.
2. Personify your brand
Think of your brand as a person who has their own distinct personality, opinions, beliefs and look. This helps you to build a picture.
3. Emotive brand positioning
Who does your brand hero-worship? This will shape your identity in all of your brand materials and communications.
4. Play the long game
Establishing a brand is a sprint and not a marathon. Dedicate some time to the planning stage. Make sure that you can deliver what you promise. This helps you to build long-term trust.
5. Be consistent
Experimenting with styles may be fun but it is confusing for the client. If you are consistent it will reinforce your brand character and people will know exactly what to expect.
6. Do not be boring
Whilst consistency is a good thing, being boring is not! Don’t just say the same thing over and over again. Instead, you should stick to the same message but find innovative new ways of stating it.
7. Coping other brands is not acceptable
Imitation may be the sincerest form of flattery but this is not the case in the business world. You can get into serious legal trouble by copying people. It also does not make good business sense. Consumers are on the hunt for brands that are original and authentic. They are looking for something that matches their beliefs and lifestyle. Many of the large brands have picked up on this and are trying to look like small independents.
8. Be bold and seize the day
The beauty of running a small business is that you do not have layers of bureaucracy to wade through when you want to make a change. This makes you supremely flexible and adaptable and enables you to react to changes in the market quickly. This gives you the edge over big business.
9. Don’t look cheap and desperate
It is always a good to offer discounts to attract customers but it is possible to overdo this. You risk diluting your brand positioning. As an alternative to cutting prices, you could offer more for the same price. This adds value without looking cheap. Promotions should be targeted and short-lived.
10. Try not to be too obvious
The days of printing your logo on everything and hoping for the best are over. Generate some intrigue and be a little more subtle and mysterious.
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