In my last article, I described the difference between public relations, marketing and branding. After doing so, I realized that a lot of business owners know that they need a brand, but don’t necessarily know what a good brand includes or how to build one.To begin to build a brand, you must determine what your company stands for and then focus on delivering that promise to your customers. For example – my company’s brand consists of hard work, knowledge, professionalism and honesty – that is what I provide and is also the promise that I give to anyone that interacts me in any way, including my clients. Think of your favorite major brand (like Coca-Cola or Apple). Can you say what they stand for and what they promise to their customers?
- Their brand message is delivered clearly.
- The message confirms their credibility.
- Their brand connects to their customer emotionally.
- The brand motivates the buyer to not only buy the product
- Concretes user loyalty, so that their client becomes a repeat customer and gives your business and/or product great word of mouth (which is amazing free advertising for your business!).