According to a Nielson survey, 59% of consumers prefer to buy new products from brands they are familiar with. Today we’ll be looking at ways that businesses can expand their brand, to make them more recognizable.
Simply put, your brand is defined by a customer’s overall perception of your business. A successful brand has to be consistent in communication and experience, across many applications:
- Environment (storefront or office)
- Print, signage, packaging
- Website & online advertising
- Content marketing & social media
- Sales & customer service
After incorporating your brand name and logo in email signatures and business cards, the next step will be to put emphasis on your company vehicle and your office space.
The foundation for building your brand is to determine the target audience that you’ll be focusing on. You can’t be everything to everyone, right? When expanding your brand, keep in mind who exactly you are trying to reach.
You may come to realize that the competitive advantage when branding your business is to narrow your audience focus. This can help ensure that your brand message comes across crystal clear to the intended recipient.
Identifying the target audience for your services or products is an exercise that will affect and benefit all areas of your brand expanding process, particularly marketing efforts. You want the right person consuming your content, clicking on your ads, opting into your email list, etc.
Getting the attention of your target market through your brand is the first step to a successful business. This will ensure your client’s loyalty to you and their trust in your product.
Brand building does not happen overnight, it can take months. Building a brand is definitely a process. However, the ongoing effort will result in establishing long-term relationships with your customers. This can lead to a steady increase in sales, more projects, word-of-mouth referrals, and advocacy for your products or services.