How to Achieve Business Growth Through Successful Branding
When it comes down to it, the key to business growth is successful branding. Finding customers to buy what you’re selling is contingent on building a strong brand. However, before you go ahead and print your logo on any table cover or trade show banner, you need to define what your brand stands for.
To build a successful brand, you need to consider the following items. Only then will you be able to achieve growth.
Your Brand Values
What is important to your brand? What aspects of your brand promote conscientiousness and integrity? What matters most?
Defining your brand’s values– what you stand for and what you want to be known for– is imperative when building a successful brand. How you go about this is up to you.
Some brands like to promote fun, carefree living while keeping their corporate social responsibility piece separate.
Others like to role that part of their business into their brand values and promote themselves as philanthropists or environmentally conscious businesses in their mission statement.
Regardless of which approach you to take, ensuring you convey your value as a business is integral. Why should people buy from you?
Your Brand Voice
How do you talk to people? What type of language and wording do you use to get your message across? This largely depends on your target market and your core branding strategy.
For example, Precision Nutrition is an organization that shares a lot of scientific information. However, they do it in a way that someone with no prior expertise can understand.
Their language and graphics are fun and engaging. Other businesses with similar offerings take a more formal, scientific approach.
Your brand voice will depend a lot on who your target demographic is. If you are targeting executive-level business people, your language will be much more formal than if you’re targeting nomadic freelancers who set their own hours while traveling the world.
To direct your brand, it helps to develop a brand avatar— a personified version of your ideal customer. Rather than thinking of your target demographic as a series of statistics and quantitative data, you may use them to create a person.
For example, a fitness center’s target demographic of millennial women who lead professional lives while balancing a family may become Anna, a 32-year-old mom of three who works in an office and struggles to find time to get to the gym. She has goals of returning to her pre-child body and was athletic in high school.
Rather than thinking “does this appeal to our target market?” you start to ask “would Anna be sold on this?” It adds a face to your customers and makes your branding efforts seem more tangible.
Regular Brand Audits
Once you’ve figured out what your brand strategy is, you need metrics to determine whether or not it’s working for you. Conduct regular brand audits to drill down and determine what’s working well and what seems totally out of alignment with your brand strategy.
Your brand is not set in stone– while you should avoid changing it too frequently, there’s no point in continuing to do something that doesn’t work.
Your brand is how you connect with customers. You can use it to build a rapport, establish trust, and ultimately make sales. It can help you find new customers and keep repeat customers coming back for more.