What is a brand? A brand is the image of everything your business is and works hard to accomplish on the back-end, behind closed doors. It is extremely important that you take it seriously, and apply the time and effort required to create a strong branding strategy. That is the difference between an unknown company and a Pepsi or Apple.
One of the most important things is consistency.It is immensely vital in allowing your brand to evolve and grow. Consistency allows you to build an image which people recognize. If you do are not consistent with your approach you will have a very tough time creating a brand that people recognize.
This seems like common knowledge, but many businesses have a tough time following this simple rule. You may be wondering why this is the case. The answer is fairly simple. Many times businesses want to grow, evolve and change. If done right, it is great and makes your image fresh. Too many times, however, business try to do too much and make too large of changes.
An example of doing this poorly is Microsoft’s decision to change its logo from Windows 7 to Windows 8 completely.
Microsoft used a similar logo to that of windows of for a long time, and people became comfortable with the image, so when it decided to rebrand and change with its new product, it was questionable. Fortunately, for a company Microsoft resources are not an issue and rebranding can be done fairly easily and quickly.
Another issue remaining consistent is the issue of resources or ideas. Many it may seem expensive or difficult to continue down the same path. This not always the case, however, there are many things you can do to build your brand. Like reaching out to customers or interacting with people on social media.
Social media is actually a perfect medium for developing your brand. It allows you to connect with the masses, target specific demographics and is usually free but go a long way. Doing small things like posting regularly, keeping a consistent voice and consistently putting out good content goes a long way. Here’s a great article explaining how to use social media to develop your brand and grow it.
Remember, there are no shortcuts with consistency in building a successful brand strategy. You have to lay the groundwork, and do your best to remain consistent and take small steps to building the brand image you want and being recognized.
Grow and Evolve
Just as people are always changing, so should your brand. It would not be wise to completely abandon or completely change concepts, logos, and image. You should, however, continue be reevaluating your strengths and weaknesses. Just like with any aspect of your business, you want to play to your strengths and continually make adjustments to cater to your audience.
As your customer base grows and evolves, the more valuable feedback you will have access to and the easier it will be for you to take the right steps in improving your branding strategy. The fact is, you should be open to change as it needed. The more open and transparent you are with your customer, and the more you keep them in mind, the more successful your branding strategy will be.
The art of creating can be very frustrating as it often forces you to learn from your mistakes. While no likes to fail or make mistakes, if used properly it can lead to greater things. This means that failure can lead to bigger and better things. This is similar to practicing sport, if you play basketball you don’t expect to be great overnight, do you? No, of course not. You will probably have to put up with failing and needing to improve. Failing is natural, all it comes down to is how you perceive it, and you react to it.
Building a solid brand image is like building a house. It requires a solid foundation if you do not put the time in to build a solid foundation your house will crumble. This is important; you cannot start with the roof or wall, you have start with the foundation first. Sure, you may have leaks and cracks along the way, and you fix them when they come up.
But just like building a house or becoming a great basketball player, you can not take shortcuts, and nothing can substitute a solid foundation.
This is probably one of the hardest things to do, especially if you are not having significant success from the start. Commitment is the name of the game with creating anything. You must commit to your vision and work every toward it every day.
So no matter what you and your brand set to accomplish, the fact is you have to be committed you to your vision and be consistent with the image you hope to convey. Staying the course is not but pays off in the long-term, you will be happy you did.
Here at Results Driven Marketing, we know what it takes to creates a successful brand strategy, and we can help you every step of the way. If you need help or have questions contact us anytime at or call 215-393-8700.