Strategies for Successful Brand Building

Brands use a method known as “brand building,” which is a process where they market their brand. The goal may be to increase brand recognition, market products, or just to establish a connection with their target audience in order to develop a lasting relationship with them. 

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While content marketing is pivotal, it is simply a single element of a broader strategy. The long-term impact a strong brand identity can have in terms of customer loyalty is that customers are likely to be loyal to a brand that has a strong reputation because they are delivering high-quality products and services, as well as providing a positive customer experience. A strong brand acts as a beacon, drawing customer attention. In the digital age today, there are lots of options to attract attention and having a brand that is memorable can be a big game changer.

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Authenticity in Brand Communication

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Authenticity is being genuine, real, and true. In branding, it is the position between a brand’s internal values, actions, and external messaging. Rather than creating a perfect image, the goal is about being consistently true to a brand’s mission and promise. In fact, research showed 70% of shoppers in America believe that authenticity made them more loyal to brands they began sticking with or have stuck with for quite some time.

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• Genuine

Consumers want genuine interactions that are real and indeed true. They typically look for brands that fit within their values, beliefs, and lifestyles. Brands that present themselves in an authentic way tend to have deeper and longer-lasting connections with their audience.

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Source(s): Instapage, Patagonia

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Patagonia does a good job informing what they do as a company. The ad shown above may make one think to “not buy this jacket” but the point was to make consumers think about the environmental impact of consumerism. This resulted in increased revenues of about 30% back in 2012, in addition to another 6% growth the following year.

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• Transparent

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Transparency is about being open and accountable, telling the truth. It is also about being open to sharing information and being reliable about how a brand works hard to be successful. A brand builds trust by forming an environment of openness and honesty between the brand and their customers.

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Source(s): Alida, Southwest Airlines

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Southwest Airlines is a major U.S. airline where they held a marketing campaign called “Transfarency”. The whole deal was that they were able to stay true to their $0 cost of checked bags, charge fee, and live TV when customers board their flights with them. This makes consumers happy because Southwest Airlines would not charge their consumers more for some basic necessity needs.

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• ‍Visual Identity and Design

Visual identity is the visual elements that collectively represent a brand. The visual elements are typically features like user interface, motion, logo, etc. As a result, visual identity represents a brand identity through visual design by conveying the brand’s existence, its values, and its personality. The purpose of visual elements are to be eye-catching visuals for social media networks, websites, and other online channels. This is important because a brand would want their visuals to make them feel vibrant and engaging, which will result in their viewers staying around for a bit longer.

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Source(s): Colorwhistle, Animal Planet

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The latest channel logo for Animal Planet is shown on the right and as it stands today, with the previous last two logos that the channel network has used. Their new tagline is “Bringing people up close in every way,” which is the channel’s story. This is the explanation behind their latest elephant graphic logo, representing the mood.

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Source(s): Colorwhistle, Dunkin

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The current logo for Dunkin is as it is today, formerly Dunkin Donuts. The name Dunkin reminds people of their bright colors and their fresh look. It is also a hint to let people know that they are more than about donuts but also known for their coffee, drinks, sandwiches, wraps, etc.

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Innovative Product Positioning

Product positioning is a strategic activity explaining where and how a product or service currently stands in the marketplace and why it’s better than other alternatives. The end goal is to figure out your target audience, their needs, and how your product serves as the solution to customer problems. Product positioning is important because it helps you find and better understand your target audience and their views of your product. By being aware of this, it can lead to better messaging, a more effective marketing strategy and advertising campaign, and more sales and revenue. Higher customer satisfaction is also another result, helping your business earn more profit over time.

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Source: Delighted by Qualtrics

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Here is a strategy on creating a unique value proposition that distinguishes a brand from competitors:

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• Rely on objective data

There are new entrepreneurs and inexperienced product developers that rely on assumptions, instincts, or personal theories as their supporting work. It’s better to rely on objective data whenever possible. With modern measurement and analysis tools around, getting this data is not complicated. Something like a survey can be conducted to learn more about your customers, your product, and your competitors. In addition, there are some tools that can help you look for results by either inputting in your data or help you increase sales. Check out HubSpot and Semrush!

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• Determine your product’s positioning statement

Having a positioning statement identifies who you are and what you are aiming to provide to your audience. Creating an effective positioning statement is important to understanding your customer and viewing your product from their view. Consider spending some time thinking about and putting your potential statement to the test to make sure that it makes sense and connects with your audience.

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• Test your hypothesis

Try to look for evidence that supports or rejects your hypothesis. Look for ways to test your idea and pay attention to what the market is telling you. Primary market research is ideal, but secondary research is also welcome like reports by industry experts. As you are forming opinions, do also consider any counterargument you may have to encounter.

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• Get feedback from multiple teams

Feedback helps you know what you can improve on for your product, what makes it unique, the benefits of your product, what types of product positioning strategies work best, and whether or not your current strategy is functional. 

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• Remain adaptable

This is gathering new information, challenging your previously held assumptions, experimenting with new tactics and approaches, adjusting your marketing strategy, and redefining your product if needed.

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Source(s): Fit Small Business, Nike

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Nike’s brand positioning statement is iconic, simply “Just do it.” It is empowering and goes straight to the point of wearing Nike sneakers.

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Source(s): Fit Small Business, Coca-Cola

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Coca-Cola is one of the most successful soda brands in history. Their famous slogan is “Coke is it!”, which focuses on the refreshing nature and quality of a Coca-Cola drink. Although its slogan has changed throughout the years, the purpose is to be focused on refreshment and taste quality.

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Community Building and Brand Advocacy

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A brand community is a group of people that come together by interest in a brand, its products, and the overall beliefs the brand represents. Members of a brand community are emotionally invested, meaning they choose to buy a brand’s products or services, absorb its content, recommend a brand to their friends and family, and make conversation online.

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• Establish your brand

You need to be aware of what your brand is. Know its mission, vision, and the set of values it represents. Your brand will be around for a reason so it’s important to know what you are trying to achieve, who your target audience is, and what you want to be known for.

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• Define your goals and metrics

Ask yourself questions before building your community. This is so you can make better customer-based choices and announce your company’s actions. You need to fully know what brand community you want to build.

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• Find your community

Scout your existing consumers, social media platforms, email lists, and real-life connections to find a sample of who will be a part of your future community. A good way to begin is approaching customers who have shown interest in your brand and would probably pass it to others by recommending it.

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• Choose a platform for your community

There are a good amount of options to choose from when it comes to building a community. Forums can be great for a community to discuss various topics and interests. Social media platforms are a top choice because you can control your social media account or platform and make posts. Creating a group in social media also works too when you want certain people that share similar interests to your brand.

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Source(s): Khoros, Facebook, Apple

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One of the most recognizable brands of the 21 century is Apple. The brand has a dedicated fan base of users that often connect through online forums, social media groups, and in-person events. The tech company has a dedicated landing page on its website for technical support, where users can share their experiences, share tips and tricks, and earn points by helping others fix their issues.

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Source(s): Khoros, LEGO

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LEGO enthusiasts have a passionate brand community with a Reddit group of 28,000 members. They share their creative builds on Instagram and connect through fan conventions and online forums to share their love and passion for LEGO bricks and sets like the one shown above.

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What's Next?

1. HOW TO CREATE ENGAGING SOCIAL MEDIA POSTS: 10 ACTIONABLE TIPS
2. HOW TO BUILD AN EFFECTIVE SOCIAL MEDIA MARKETING CAMPAIGN