Understanding What The Actual Brand Building Process Entails

Brand Building is the process of marketing your business, whether that be to build brand awareness, promote products, or simply connect with your intended audience for the purpose of establishing a relationship with them in their day-to-day lives. In other words, Brand Building is the act of generating brand awareness and establishing and promoting companies.

This can happen using set strategies and tactics. Brand management is maintaining, improving, and upholding your brand image and ultimately remaining a consumer favorite. That means your brand strategy involves targeting the right consumers at the right time (in the right way and place).  Not to mention, branding is a crucial aspect of the company because it is the visual voice of the company.

As an example, consumers are co-creators of the brand. So, their preferences and demands should be met, and strategies should be designed by keeping consumers in mind. On the other hand, to create a unique and powerful brand, time and consistency are needed. And so, brand building is an integral part of business development and involves various strategies and tactics over time.

Why Is Brand Building Important?

In the first place, Brand Building can be initiated with a well-thought-out brand identity that can help create a strong brand image that goes a long way in consolidating the brand. Secondly, Brand Building comprises creating value for consumers that how consumers feel, think, and know about your brand. For your information, there are three popular brands known. This can be explained briefly by answering the following few questions:

Q. What is a Product Brand?

For sure, the Product Brand defines a physical product, item, or good. By engaging in Product Brand Building, you’ll ensure a good quality product is given to the customer. Along with good brand visibility, packaging, warranty, etc. All these cumulatively help in brand building. Example of product brands is Adidas, Rolex, etc.

Q. What is a Service Brand?

A non-tangible offering is a Service Brand like telecom service, ecommerce, etc. In this case, the Service Brand Building is most dependent on the experience that a customer gets. Examples of service brands are McDonald’s, Starbucks, etc.

Q. What is a Retail Brand?

In general, Retail Brands are a combination of services & products. As an example, products are sold through a service offering. Hence, during the Retail Brand Building, you’ll have to ensure a good customer experience. As well as high-quality products. Examples of retail brands are Amazon, Tesco, Walmart, etc.

What Are The Brand Building Tools?

Brand Building Tools For Business Marketers

As a matter of fact, Brand Building doesn’t happen overnight (Pantene knows this); it takes time and dedication.

For example, it took 15 years for Nike to cement its brand by focusing on maintaining a ‘360-degree delivery.’ Especially, ensuring its brand was consistent across all products, advertising, customer service, and packaging.

So with that in mind, it is important to build a strong and consistent brand across all social media platforms.

Below are more useful guidelines about utilizing some of the best digital online and social media brand-building tools.

1. Brand Building By Social Media Consistency

A brand’s profile on Facebook, Twitter, Pinterest, Instagram, your company blog and everywhere else it has a presence online should be unified and in line with the brand essence and style guide.

Be consistent with graphics, color, style and language, and even posting routine. Inspirational quotes on Monday? #TBT photos on Thursday?

Whatever the routine, keep it consistent so followers know what to expect.

2. Use Colors That Make A Statement

Color can be used to give a brand personality and meaning as the graphic above shows and using colors with impact and meaning can help a brand appeal to its target audience.

As in the first point, be consistent with color across all media platforms – online and offline – to ensure a consistent, unified and professional look.

3. Design An Outstanding Logo

For your information, a successful logo is the anchor of a brand and its design should represent a brand’s philosophy.

But, when designing a logo, it’s important to realize, consider what the brand represents, and what the brand doesn’t represent.

4. Know Your Brand Voice & Style 

The product or service plus the demographics of the target audience will determine the voice and style of a brand on social media.

Imagine the brand as a person and consider what type of language it would use and what types of things it would share online.

Try and describe this person in terms of age, gender, interests, and personality.

As an example, Social Media Explorer’s Stephanie Schwab’s helpful guide on finding a brand voice lays out several additional factors:

• Tone. Be clear to followers about what and how the brand will communicate online. Is your brand cheeky and irreverent or serious and formal?
• Language. What type of language will brand use online? A young and hip brand might get away with more slang, or a niche brand may use more acronyms and industry-specific language.
• Purpose. Identify the main reason the brand is on social media? Is your goal to educate or entertain?

Finally, put together a social media style guide. It will be a useful reference document for anyone in the company who speaks on behalf of a brand.

5. Talk Normally Like A Human Being

Now, that a brand’s personality has been identified, use that personality to build a brand people can trust.

When it comes to social media, the method that has proved successful over time is to talk like a human being.

Ditch the professionally elevated or corporate-speak and converse with other brand users like a human being would.

for instance, respond to inquiries on a first-name basis (if provided), and don’t be afraid to use colloquial dialogue and humor. Quirky? Witty? Serious?

All in all, talking like a human being with a sense of personality will make a brand more relatable. And if it’s really clever, genuine and entertaining it may even go viral.

6. Be Creative And Provide Compelling Stories

Who doesn’t love a good story?

Storytelling is central to human existence and, in fact, by telling someone a story it can have the powerful effect of getting them on board with an idea.

Generally speaking, it causes the listener to turn the story into their own idea and experience.

In the same way, a brand – or the idea of a brand – can become more compelling by spinning a yarn about it. Involve customers in a brand story and they will engage with it.

7. Be Honest And Transparent

Transparency is the bedrock of any long-lasting relationship, so in the same way, giving customers a glimpse behind the scenes of a brand can prove vital in establishing a healthy relationship.

Use social media platforms to publish information that will help consumers understand the mechanics of a brand better.

Buffer is a terrific example of being transparent on social media and they rocked the business world when they published all their employee salaries (and more) online.

Of course, it doesn’t have to be as radical as Buffer’s, but simply letting customers know future plans or admitting to mistakes is a great start.

Simply put, draw customers into the world of the brand or company.

8. Provide Visual And Relevant Content

Important to realize, users, engage with social media posts that include images more than with posts that don’t include images.

For example, add infographics, photographs and other visual images to posts and take advantage of Pinterest and Tumblr, which can be used to store and share visual content.

But also, don’t post for the sake of posting. Therefore, keep social media posts relevant, meaningful and simple.

Posting too frequently and posting ‘boring’ content are the main reasons people will unfollow and unlike brands. You can learn how you can start using Canva to design a logo.

9. Promote Your Brand Profile

One challenge that a lot of businesses have with social media branding is building initial traction. Getting your first few followers can seem impossible when you don’t even know where to start.

However, if you’ve been in business for a while or have other Web properties (website, blog or other social media accounts) then you should start there.

Unless you tell your current customers, colleagues, and network that you have a Snapchat or Instagram account, how will they know?

Never make the mistake of just assuming everyone knows about all your social media channels, even within your own company.

10. Claim Your Online Brand Name

Trying to be active on eight or nine social media sites isn’t a good idea unless you have a social media team managing it all for you. It’s better to be excellent on two or three platforms than mediocre on seven.

However, just because you’re only going to be active on a few doesn’t mean you can’t set up profiles on others.

By claiming your company name on major social media platforms, you’re securing them in the event that you ever decide to use them.

This is also beneficial for SEO. When people Google your company name, some of the results on the first page may be from sites like Facebook, Twitter, and other social networks.

But, if you have additional information, contributions or even suggestions, please Contact Us. You can also share some or more of your thoughts in the comments box below this post.

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