Posted by UpOnline on July 20th, 2016
HOW TO TURN YOUR COMPANY INTO A KILLER BRAND NAME
By: Mahnoor Awan
What’s a brand?
A brand is not only related to the product or service you’re selling, neither is it your website, nor the name or the logo of your company. A brand is so much more than that. It’s (almost) intangible – it’s the feeling or experience generated when people hear your company’s name.
Why is it important to create a brand?
Creating a brand instills a confidence in users that your company is recognized and reliable. Especially if your company is online based, it is important because you can no longer do that on a one-to-one level, as you’re not personally there to convince your customers.
In 2016 so far, the online markets’ user penetration in e-commerce has been 38.5% alone, and is expected to rise to 49.72% by 2020. Considering how the world services are moving online, consumers prefer going for brands they know of, as they feel comfortable giving them their personal information like, email address and credit card information. Based on a study by Nielsen, 60% of global consumers with Internet access prefer to buy new products from a familiar company.
Now that we know why having a brand is so important, the real question is:
HOW TO BRAND YOUR COMPANY?
Whether you’re an already established company or a startup, here are a few, easy, and cost-efficient ways to brand your company.
CHARACTERIZE YOUR BRAND
The first, and probably the most important thing is to define your brand. Here a few questions to get you started:
- Why are you in business?
- What does your brand offer?
- How does your company relate to the needs/wants of customers?
- What are your company’s goals and objectives?
- What kind of ideas or visions it supports?
Answering these questions will help you narrow down the messaging you want to relay to your customers. It will help you differentiate your company from your competitors, to define the characteristics of your brand and, give it a personality that is relatable to customers. It will help you create the image/story of your brand that you want to portray – an image or narrative that goes beyond the functionality of a product/service and evokes emotions instead.
Even though Nike sells shoes and sports gear, their branding is surrounded by motivational messages, which they portray through their tagline, “Just Do It”.
In the same way, your tagline should summarize the answers to all the above questions and project your company’s message. This will help in creating an emotional bond with your customers and offer them more than your products or services.
BE INNOVATIVE
By this we really mean, don’t try to copy big brands!
Seriously, don’t. If there was a ‘To Do and Don’t’ list for brand creation, trying to mimic big brands would be number one on the Don’t list. Be bold and creative. Take a stand for your company. You may be in the same business as a big brand, selling similar products, but you’re in the business because you’re unique in a certain way. Focus on that uniqueness rather than on your competitors’ moves. Copying every move made by your big competitor could lead to your brand losing its differentiation and backfire on your company.
Nasty Gal, an LA based clothing store, has really captured the aspect of individuality. Catering to around 550,000 customers in over 60 countries, they tailor their messaging to attract a very specific customer-young women who are bold and independent, valuing unique one-of-a-kind vintage items rather than mass-produced clothing.
CONSISTENCY IS KEY
Integrate your brand consistently among all aspects of your business to create a uniformed look. It could be anywhere from how your workplace looks and operates, to how your employees interact and present themselves to customers. The key is to consistently represent your brand to your customers from in-person interactions to online and social. One of the brands that have truly understood consistency is the Virgin Mobile group. They have companies in almost every industry - from mobile services to airlines - but their handwritten, slanted Virgin logo in red is recognizable everywhere. Their color scheme is represented in all their marketing and promotion strategies.
You could start by including uniformity in:
This sort of cohesive messaging is important to deliver the look and feel you’re trying to promote with your brand.
SPREAD AWARENESS
Once the brand messaging is set, it’s time to put your brand strategy in motion. You want to communicate it to your target audience the right way. The most easy and obvious way is through social media pages that are of course, integrated with your brand messaging and are following the style guide.
Coca Cola’s Twitter account is the pure representation of their brand.
Uponline offers social media services to keep your customers updated and engaged.
Other ways could communicate through are:
- Associations with companies that have similar visions
- Reviews in magazines, websites, and blogs
- Partner or sponsor with related organizations/businesses for events
- Appreciate customers who promote your brand
- Deliver on your brand promise through excellent customer service
As long as you are different, know what your brand is about, and form a cohesive message, your brand identity will be strong. All you need to do is promote at the right place, at the right time, and you can definitely see progress in your branding efforts.
