The perception or the image that a company portrays is not an accident. Every decision and choice that is made is done so with the intention of ensuring that the audience perceives the brand in the right way. However, this is not as simple as it seems. Brand building can be extremely challenging and requires hard work and conscious decisions needed to design and implement branding strategies.
However, there are certain tips that apply no matter where marketers are in the process of brand building. Following are important do’s and don’ts of brand building that brands need to keep in mind.
DO: Consider onboarding professionals
A full-time brand manager or even a digital marketing agency can be the most valuable investment you make for your brand. Setting up a holistic brand strategy is something that should not be left up to chance. Your brand needs the expertise and skillsets that professionals bring with them. While you may have an idea about different marketing concepts and tools, this knowledge will be limited-especially if you are not from the same field. In such cases, experts will not just help you establish your business as a brand but will be responsible for constantly evaluating its performance and suggesting improvements accordingly.
DON’T: Focus much on the competition
It is important to know exactly what approach your competition has adopted for their brand. However, it is best not to let their approach influence your decisions and actions. Your focus should be on establishing a brand that is unique and authentic. It is crucial to stay true to yourself rather than getting influenced by what other brands are doing.
DO: Research, research, research
Strong and effective branding requires that you understand your audience, the industry and the competition while also being aware of your value proposition. It is important to understand the trends, where the customers are, who key influencers and what type of content and strategies will resonate well with the audience. This will make it easier to build a brand that is relatable and powerful.
DON’T: Expect results instantly
A strong brand cannot be built overnight. This can be a painstaking and time-consuming process that requires diligence. It is important that you set realistic expectations while also tracking your progress.
DO: Remove yourself from the equation
As a business manager or owner, it is important to determine what your communication strategy will be and what your message is. However, many business managers tend to base this on themselves and focus on choosing a strategy or direction that they want to see over what will actually resonate with their target audience. It is important that you move away from focusing on what it is you like or don’t like and instead focus on the bigger picture.
DON’T: Ignore your shortcomings
Very often managers tend to overlook their shortcomings and gaps. One cannot build an authentic and reliable brand especially when they are not willing to identify and fix their shortcomings. Managers and business owners tend to develop an image in their minds, but to get there, it is important to understand the gaps and create a strategy accordingly.
Building your brand on social media or creating a broad digital strategy is important for every business today. However, whether you are starting out on the branding process or are looking to revamp your strategy it is important to keep the above-discussed tips in mind.