For the last couple of years, I have been consulting and really enjoying the opportunity to create, develop, implement and execute a wide range of projects. No two are the same and it has allowed me the freedom to express myself in so many different ways. As I have developed my consulting company... it has been a really great time but also one that has required me to re-invent myself. Basically, start over and build a new brand. I've often had people ask me that very question in consulting projects.
How do you build a brand?
Now... before I begin this blog on this particular topic... let me put the disclaimer out there at the beginning... I am no expert nor do I claim to be. Anything that is written will be based on my personal experience or lessons that I have learned along the way.
So... where do you start. Through my own experiences, I believe that the first step is to make a commitment and get focused. You need to know exactly what you want your brand to accomplish, so that you can map out a route to achieve success. You need to know that its not going to be an easy task and you have to be committed to being diligent. I also believe that once you have your route... there should be check-points along the way... stops where you can gauge your success and if it's not quite working the way you want... you can back up and go down a different path. I can't tell you how many times I've had stop and go through-out all of my careers.
Building a brand is like taking a set of blocks and placing them one by one to create something unique. At the beginning, you aren't quite sure how you're going to build it, but once you've set your blocks in motion...you reach certain plateaus where you've achieved success, then you add more blocks and continue on with your route. I don't believe a brand is ever "finished". I believe that you reach certain levels where you can pause and enjoy where you are... but as the market changes or evolves, the brand has to as well.
In building your brand, you want your messaging and personality to remain consistent through-out. Remember that your brand image creates expectations. Quality is a must for your brand. It will define who you are in the marketplace. You want something familiar to your audience everytime they see your name or logo, yet... .. you want to provide them with reasons to believe in the brand. If they don't believe in it... they won't buy it.
In the process of building your brand, your targeted customers will come in contact with it. This is where your check-points or stops can really help you. You can adjust and continue with re-inforcement of the brand. Positioning your brand in the marketplace is key... but remember you want to be remembered for being unique. Communications will be key to help you with your positioning because it provides the information to your targeted audience that you want them to receive .... and it must remain consistent. Your messaging must be consistent from start to finish. Every brand should develop a personality and that personality should shine within every endeavour, whether its print, digital, social, verbal or face to face. Your goal is to build brand awareness every step of the way, reinforcing your messaging as you go along and maintaining it with your targeted customers.
Brand building should also have both short and long term goals. Where do you want your brand to be in 1 year, 3 years, and 5 years? These goals should drive your motivation every day and they should also be re-evaluated so that they remain fresh, but the overall purpose is to invest in your brand. By investing in it and keeping your commitment firm, you are on the path for creating customer loyalty... which is not gained overnight.
Another important factor that I also believe is crucial is that every person in your organization must believe in the messaging and the brand. Often, where a brand's disconnect comes in to play is because not all of the organziation is delivering the same message and it creates confusion out in the market-place. I definitely believe that all salespeople should be trained together and that each person must understand the personality of the brand in order to sell it.
One thing that you should keep in mind along the way... and that is competition is healthy. Its good for business in many different ways and if you come up with a great idea for your brand, someone is sure to come along and try and copy it. Your goal... is to stay the leader and continue your route and building your blocks of success.
Brands come and go. Brands get re-invented. Successful brands create, develop and implement a personality that the marketplace can identify with, embrace and believe in. Successful brands create consistent messaging in all their efforts. Successful brands know their audience and invest in areas where they can become the leader. Successful brands know their competition. Successful brands are flexible that if something isn't working... they stop and re-evaluate. Successful brands are a commitment.
Brand building takes time and passion. Remember, your brand's personality can be the single most important reason, your customer picks it so its important that it shines at every level.
No comments:
Post a Comment