Think about a brand right now as you read this content; chances are you thought about Apple, Samsung, LG, HP, Tecno, Coca-Cola, MTN, 9mobile, etc. They all have something in common, which is branding. Branding makes a product memorable and leaves a lasting impression. A huge part of their budget has gone into the branding of their products and services. The big question is how businesses like yours can achieve growth with branding.
First, branding is more than the logo, emotional rollercoaster, or message. It is the first thing people think about when they hear your product or service. It is the sole reason you would have repeat or new customers. The truth is most people would not buy from you immediately. That means when you meet potential customers, there are chances that they won’t even remember you after the initial meeting.
This also means that you must be top of the mind for people to remember you. If they think of herbal drinks, then it is yours and only yours that comes up.
This is your number one goal.
We already know from our economy and environment that so many people are or may be doing what you are doing. It won’t be enough to say “we are the best”.
There is also no miracle drug or hack to branding. It takes a series of effort and testing to get the best fit for your business. However, in this article, we would help highlight the key ingredients for branding your business.
Select a Visual Identity
To be memorable, a visual identity is the way to go. This is the tricky part for businesses. As a business, you have to sync your brand personality with the colour you select.
For instance, if you are in the makeup or beauty industry, there are certain colours that your customers will identify with, like pink with a touch of black. Pink represents something nice or sweet.
A grocery or herbal drink business owner will go with a touch of green because it represents fresh, healthy, etc. Colours will increase the rate at which people would remember your brand. To learn more on colours – simply type ‘Psychology of colours in marketing’ on Google.
Select a Brand Identity
People want to know who they are dining with, your awesome home-made body cream may damage their skin forever and no-one wants to put their life in a business’s hand without assurance.
Your customers need something to connect with before they can trust you, which is why you need to tie your brand to a belief system that people can relate to.
To simply put it – why does your grocery company exist. Is it to feed the whole of Africa or to ensure people get their meals faster and healthier?. Whatever it is, that is what your audience will identify with, which in turn would convert them to customers.
Select your Brand Tone
Big, Strong, Reliable – that is the messaging tone of a popular Nigerian bank. Banks are expected to be a safe place where people can depend on. This bank’s message communicates to customers, using a somewhat strong message and tone that they mean business.
The messaging from your webpages to your content should have the same tone. If you are a small business in the health industry, your message may want to read “The healthiest place to live”. It is quite informal and casual for a health brand.
Select or Identify your Customers.
Everybody cannot be your customers. I want to sell to everyone is a dream. However, what is realistic is knowing who and where your customers are so that your tactics and strategy can be pulled off with ease. A part of your branding will rely on advertising and marketing, which means you have to know who your ideal customer is.
An ideal customer for a makeup entrepreneur could be a female within the age of 20 – 45, probably with an income of $20 or more. These specifics would even allow you to identify a visual and brand identity that speaks to this audience in particular.
In conclusion, people don’t want to buy from brands they don’t trust. Our job as business owners is to create connections. We know that most people don’t want to be sold to. They would rather have a connection first before they buy, so branding is a process and not some magic wand to create buyers.
Once people feel comfortable with you, they are willing to commit a fee for your services to meet their needs. That is your primary goal in branding through the tools and strategy we have mentioned.