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Here are five tips on how to successfully implement branding for your business.
1. Start by defining your brand.
Review the product or service your business offers, pinpoint the space in the market it occupies and research the emotive and rational needs and concerns of your customers. Your brand character should promote your business, connect with your customer base and differentiate you in the market.
2. When building your brand, think of it as a person.
Every one of us is an individual whose character is made up of beliefs, values and purposes that define who we are and who we connect with. Our personality determines how we behave in different situations, how we dress and what we say. Of course for people it’s intuitive and it’s rare that you even consider what your own character is, but when you’re building a brand it’s vital to have that understanding.
3. Consider what is driving your business.
What does it believe in, what is its purpose and who are its brand heroes. These things can help establish your emotive brand positioning and inform the identity and character for brand communications.
4. Aim to build long-term relationships with your customers.
Don’t dress up your offering and raise expectations that result in broken promises, create trust with honest branding — be clear who your company is and be true to the values that drive it every day.
5. Speak to your customers with a consistent tone of voice.
It will help reinforce the business’ character and clarify its offering so customers are aware exactly what to expect from the product or service.
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