How to Brand Your Business In 7 Super Effective Steps & Start Getting Leads!

Why is Branding Important?

We have already discussed how branding your business gives you an edge over your competitors and earns you the badge of a reliable and credible business in their eyes but it does more than that. Branding gives you:

• Recognition; both in the eyes of your customers & new prospects.
• A strong branding image that generates referrals as your customers already know who you are and how you deliver your promise to them.
• Opportunity to develop a bond with your customers that goes beyond the buying-selling relationship.
• A chance to tell people about your business DNA.
• Strong business value, boosts your trust equity and brand image.
• An established brand tag that encourages, fills your employee with pride & inspires them to contribute to the company's growth.
• Clarity about your business & marketing goals and help you stay focused.

1. Determine Your Target Audience

Knowing who your set of target audience is that you want to engage with and wanting them to buy or make them aware of your products or services is an essential step to creating solid branding for your business. Once you know who, what or where your audience is, you can perform many critical elements like keyword search correctly and find marketing opportunities that not just boost traffic but also drive user engagement, online visibility, and crazy revenue.  Follow these key elements to select a target audience:

• Analyze the demographics of your current customers, your email list
• Create an ideal buyer persona
• Dig into the data of your social media audience
• Create a market positioning map
• Study trends in customer feedback surveys

2. Competitor Analysis For Gaps

Researching about your competitors and what they are doing for branding not only helps you see what’s currently working but also gives you an understanding of what you are not doing and what your branding efforts are missing. So if there’s a brand that inspires or draws you to them (if you don’t have such a brand but you do have competitors, so look at them from the perspective of a customer) then identify the branding elements and try to either incorporate the same or even better, put your own unique twist to give your business an edge over them. Follow these key points to do a competitive competitor’s analysis:

• Find how people are discovering your competitors
• Analyze your competitor’s social media activity/presence
• What industry-specific keywords are they targeting?
• Analyze their content to utilize to market effectively

3. Define Your Brand Identity

Brand identity is more than a few colors, a theme, or a logo slapped together, it’s a crucial element if you're planning to set your brand apart from your competitors. So work on creating a personality that your customer is not only able to define but also recognize easily. It’s an amalgamation of both the Ws of your brand and the brand personality. 

• Brand personality: It’s about how you want your brand or product to come across, so ensure you’re humanizing your brand, giving it a character as much as you can, in order to make it resonate with your audience.
• Define All the Ws: What’s your brand about, who’s your brand for, where you want to sell, and why should people care? What problems do you solve? Answer these questions and you will create a unique, humane and immersive brand identity.

4. Create Remarkable Brand Assets

Your brand assets are a combination of color theme, tagline or jingle, font, logo or the kind of layout you’re running consistently across channels and therefore helping your customer feel connected to you or recognize you. Generally, your brand assets can be categorized into two types, namely:

a. Visuals: 

• Logo: It’s the first thing your prospect notices about your brand, so not only do you need to create it in a way that represents your brand & what it stands for but also it has to be distinct & unique. So, think about placement, color, fonts, spacing, or font type while you plan about creating a logo for the brand.
• Brand Colors: There are certain brands out there that are recognizable just by their colors e.g. Target, Ikea, or Pepsi. So you too need to come up with a well-rounded color palette of four or five colors that are broadly complementary in nature. Use them throughout your marketing or content marketing to create visual consistency. 
• Font: With so many options in typography, you can't just pick any random font, since some fonts look pleasing to the eyes and some repulse us. But it doesn’t mean you can’t have font variation and have to stick with one font. You can make a typography guideline consisting of different font types or styles, and sizes and have them in some font hierarchy. But always remember to set some parameters as to which font size or style will go where while using in their titles, subheadings, and body of the texts on your website or blog. 

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b. Voice: 

• Content Tone: Your brand voice forms a vital role in building your brand image, it represents and expresses your brand personality and core values through the way you communicate with your audience either in the content of the blog or marketing creatives.
• Type: Your voice type can be friendly, inspiring, proud or exclusive, humorous or strong, and aggressive. You’ve to be careful in terms of what kind of brand voice you’re putting up across your marketing ecosystem so as to give a consistent, easily identified, and authoritative source in your niche. 
• Tagline: It’s a short, entertaining, catchy, and clear way of conveying a brand’s mission, purpose, and value. Though fitting your brand’s core value or all that your brand is might be challenging but once you know your brand goals, try connecting inter-related words around it and then stitch together them in a short, snippy manner. 

5. Focus on a Solid Digital Presence

We live in a technology-driven world and nothing is done without a quick search on the internet with 4.54 billion active internet users. So you can imagine if you are not online, your business is missing a lot. Your brand’s digital presence runs across websites and social media handles that you control and content that you can't such as online reviews or feedback. So to ensure you have a strong online presence through both, follow these steps:

• Build an engaging, secured, user-friendly & highly functional website
• Create a strong, clear, user-centric, and data-driven digital marketing strategy
• Utilize paid advertising strategy to grow your visibility
• Listen to your audience and engage with them, whenever possible
• Focus on delivering consistent, valuable, and easy-to-consume content

6. Co-Branding Products With Influencers

With the help of influencer partnerships, you not only share a wider audience but also enjoy the expertise and knowledge of both parties, eventually reaching out to your prospects with better content. You can either partner with a fellow brand or influencers with a good following and expertise in your niche. In order to find the right influencers for your brand, remember these points:

• Create guidelines for what type of influencers you’ll need for your brand based on their niche, genuine followers, greater engagement, and quality content.
• Research them thoroughly, follow their social media profiles, and find out what they are all about.
• Discuss and document in detail how the collaboration will work and what are your expectations, and deadlines for a smooth campaign.
• Always remember to measure the campaign's progress on the basis of engagement rates, impressions, conversions, and brand awareness.

7. Analytics To Trace & Track Progress 

You cannot progress ahead if you don’t know what is working for you and whatnot. Having a branding strategy is great but not measuring its progress would be a cardinal sin. You should go for a data-driven tracking approach to evaluate how branding your business is working for you. Tracking and tracing your campaigns or strategies not only help you know what is bringing results and what not but also help you avoid wasting your budget and efforts. The metrics you measure will depend on your campaign goals but there are various analytics tools and techniques that enable you to do brand tracking & progress. It can be on your website, via social media platforms, or any other place you are digitally present. So use marketing analytics tools like website Visitor Data, Google Analytics, Social Media Insights, or even brand awareness surveys to know whether you’re getting the desired result or not.

Now you know what are the ways to brand your business, now let’s talk about the 9 important elements needed to lead a successful brand!

1. Brand Purpose 

It’s the “Why” behind your business activities other than—making profits—that you need to be clear about so that you can foster connection with your team, and audience, grow & get better ROIs.

2. Brand Vision

It’s like a roadmap for your business that gives you an overview of where your business is going or where you want it to go so that you can plan your resources, strategy, and efforts accordingly.

3. Brand Values

It’s about what your business stands for in the world, so define your core value and create a culture that lets people see what you believe in and therefore you can rally their support. 

4. Target Audience

Your audience acts as the core spine to brand your business name or value so get to know them so well that you can resolve their pain points & fulfill their want lists with relevant solutions.

5. Brand Personality

It’s about how you want your brand or product to come across, so ensure you’re humanizing your brand, giving it a character as much as you can, in order to resonate with your audience.

6. Brand Voice

Your brand voice forms your brand identity through tone, style, and the language of the way you communicate with your customers. It’s what connects them with you, makes them feel emotions, and inspiration & empowers them to stay loyal to you & even advocate for you.  

7. Brand Story

You cannot be a faceless entity, you need to connect with audiences, pull on their heartstrings, and engage with them on a much deeper level. That’s what a brand story does. It’s the essence of your brand or business conveyed in a way that moves your prospects emotionally & imprints your brand name into their memories.

8. Brand Consistency

Whatever image, personality, or tone you want to communicate, ensure that it's consistent throughout all marketing channels; from social media to in-person contact.

9. Brand EQ

What your customer feels about you is sometimes more important than what they think about you. If you manage to connect with them on a deeper level, then not only do you gain brand loyalty but also brand advocacy from them. This helps you not only stay relevant to your customers but also broadens your customer base.

1. How to brand your business on social media?

You can do business branding on social media by:

• By being active on relevant social media handles like Facebook, Twitter, Instagram, Pinterest & more.
• Posting visual content & more like video informative content.
• Post content that is share-worthy
• Be active and stay engaged in user groups

2. How to brand your business on Instagram?

You can do business branding on social media by:

• Getting active with an Instagram business account
• Post your feed with visually appealing & informative content or video content
• Explore Instagram tools & ads to increase your reach
• Use modern and highly searched hashtags
• Have the 80:20 rule - where you post 80% information-rich content & 20% promotional content addressing the benefits of your brand/business.

3. How to brand your business on Facebook? 

To do business branding on Facebook:

• Get active with the Facebook Business page and account
• Post-user-relevant content mostly visuals, graphics, or videos, anything that could trigger users to engage and read or see what you have to offer
• Invest in Facebook tools & ads to increase your reach, beyond the organic one
• Get active on the highly trending hashtags
• Post and share content in the user group, talk to users and be active

Looking to Grow Your Business Brand Online?

• Identifying Brand Strategy
• Establishing Visual Identity
• Achieving the Desired Positioning
• Differentiating You From Rest

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