You know what a brand is, but do you know what a brand means? Understanding the difference between the two is the first building block in the process of strengthening your brand.
Your brand is what makes your company or product special. Once the surface, a brand is comprised of factors such as logos, slogans, advertising, selling, and making a profit.
However, the true meaning of a brand runs far deeper than that. In today’s competitive market, it’s not enough to have an in-demand product or service; you also need to build a brand that resonates with customers.
Here are some ideas for taking your brand to the next level:
Give your brand a meaning
The days of assuming that people understand what your brand means are over. There’s too much competition, and your customers are preoccupied with too many other things to construct the meaning for your brand themselves.
To distinguish yourself from other brands, give yours a story. People love a feel-good story about how the company and its brand came into being. More people than you think click on the ‘about us’ tab on a website to find out more about the company they’re thinking of buying from.
Tell your story well, and you’ll have their attention. When it comes to writing such content, don’t assume that something you cobble together between meetings will suffice. You’re better off hiring a professional writer who can use persuasive language to sell your brand to consumers.
Focus on product quality
You might have come up with the perfect solution to people’s needs in the form of the product you sell. But having the idea and translating it into a real-world product that’s on the shelf and ready to sell isn’t as easy as it may seem. It’s probably not your area of expertise.
When you’re busy with new product development, get the help you need to make sure that when you’re ready to start marketing, you’re working with the best product you could possibly offer.
Build loyalty and develop a good reputation
Your product is unlikely to be so revolutionary and unique that no one else anywhere in the world is going to think of it. So, what are you going to do to make people choose yours in favor of theirs? Contrary to what you might think, slashing your prices isn’t necessarily your best option.
You’d be better off devising ways to make your customers feel important and valued when they decide to buy something from you. They’ll even pay a bit extra to know that you care about them and what they think.
Your treatment of them will determine whether they spread the word about your brand among their circle of friends and families. Your brand is only as good as their last experience with it, so offer service that never leaves them wanting better.
Prove your commitment to giving back
Something customers frequently complain about is how their hard-earned money is fed directly into the pockets of avaricious brand owners who are preoccupied only by profits. They feel unable to help everyone around them who is in need and rely on corporations to do so on their behalf.
Demonstrate to your customers that you are serious about giving back to communities, to the environment, and the betterment of the lives of citizens around the world. Tell your customers about your social responsibility initiatives on your website.
Try to be creative in what you do, so that you’re not doing the same mundane things other brands are doing. Tell the story of what you do for in a sincere, compassionate way that touches customers’ hearts.