Covid has not only created a new problem that has never been seen before, it has also turned minor problems into major ones affecting everything from health to politics, travel, business, sales, marketing and of course brands.
When it comes to branding your business, every entrepreneur should strive to understand how to create a strong brand that will win the hearts of their customers.
And if you are an entrepreneur passionate about starting a business and making your dreams come true, here are three critical steps to building a great brand in 2022.
1. Know your target audience
If you do not have a stable customer base, you will not be able to develop a strong brand identity. Many business owners make the mistake of thinking that branding is only about marketing. But, no matter how hard you try to advertise your business, consumers are the ones who will drive it to success.
Involving your audience in developing/improving your product and formulating and implementing your brand values is one way to differentiate your business, so people want to interact with it.
But all of this is only possible if you have a thorough understanding of your target customer’s needs, how they interact with your products and services, and how they see competing brands and products.
2. Create a strong business identity
Your brand identity includes how you speak, what you stand for, how you display your product, and how you want people to feel when they connect with it.
Your brand identity is more than just your business personality; It is also a promise to your target customers. For this reason, if you want your brand to remain competitive, make sure its identity is checked and reviewed regularly to ensure it continues to deliver on your company’s core promises to customers.
To measure your company’s performance, use Google Analytics, customer surveys, reviews, and social media discussions. This will help you understand who your customers are by showing how they talk about and interact with your business.
3. Get a great brand name
A great name will differentiate your brand by effectively communicating your business identity, purpose, vision and goals. Coca-Cola, Beyond Meat, Apple, Tesla, and Gucci are just a few of the big home brands with great names.
Now that you’ve gathered important information about your target audience and built a strong brand identity, it’s time to unleash your inner creativity and search for new, compelling words that meet your company’s naming requirements.
Although countless new and experienced entrepreneurs often struggle to find a memorable brand name, one way you can make the process easier is to put together a team to help you find a great brand name.
So, assemble your team. They can be members of your family, friends or colleagues. Give them access to any information that will help them brainstorm a set of catchy words that accurately represent your business.
Allow your team to use dictionaries, thesaurus, and other resources while searching for catchy words for your business. Your primary goal here is to create a list of names that align with your company’s goals and are attractive to your potential customers.
But if you don’t have a team and come up with short, unique and catchy names that seem difficult and time-consuming, consider using a powerful brand name generator.
Remember, consistency is key. According to Tom Goodwin1“Brands are basically patterns of familiarity, meaning, fondness, and reassurance that exist in people’s minds.”
Therefore, make sure that you remain consistent with your brand’s image, message, and personality. This way, you will easily create a style that customers will easily associate with your company.
1. Goodwin T, 2018. Digital Darwinism: Survival of the Fittest in an Age of Business Disorder. Kogan Page Ltd GB & USA
Grant Polachek is the Director of Marketing and Operations at Squadhelp