Developing a brand is key to your marketing strategy.
Many companies understand the need for marketing in the modern business world. The ever-shifting world of marketing is daunting to fathom. Whether it is inbound, digital, print, or social media, marketing any product or service is vital to the growth of your business. However, there is one key question any business owner must ask themselves before diving into a marketing strategy, “What am I selling to my customers?” This question may seem redundant at first. If you sell a product or service, that product or service should be the answer, right? Well, it goes a bit further than your product or service. Products and services are the tangible items you provide your clients. However, what you should be striving to sell your clients is your brand. Why should the customer choose YOUR product or service? In order to sell your brand, you must develop your brand before you can provide any products, services, or marketing strategies.
What is a Brand?
What is a “brand” exactly? Basically, a brand is a combination of symbols and interpretations any individual thinks of when they see, hear, or think about a particular product, service, or business. For example, when people think of the P3 Agency, they think of “quality service, fantastic client relationships, on-time reporting, and the PowerCORE System.” Brand development is arguably the most important task for any business to complete. If enough time and effort are put into brand development, your business will stand out amongst your competitors and earn you increased sales and recognition.
Think of the last restaurant you went to. Why did you choose that restaurant? Was it because the food was delicious? Maybe the service was top notch? Think of any product or service you may have used recently. Why did you choose to select that specific product or service? You’ve likely used that company’s products or services in the past, so you have an idea of how well they work. All of these were questions you once asked yourself before choosing that company’s product or service. That specific business wanted its customers to think of them a certain way and thus, developed a brand to meet and earn those desires and perceptions.
How Do I Develop My Brand?
Brand Development is a long process, but the rewards are worth the time and effort. Start by thinking about yourself and your business. What do you personally value above all else when buying a product or using a service? Now think about your business. How do you believe your customers want to be treated when using your products or services? How do you want your customers to speak about your business when talking to their family and friends? Does your business currently treat customers the way you would want to be treated? Do your products, services, and staff meet the expectations of your customers?
All of these questions begin your brand development process. From there, ensure your products, services, and staff are up to your business’ standards. Remember, your brand development will never stop evolving. Just because you develop a brand image, doesn’t mean that image will remain true forever. If your business does not maintain a quality level, your customer’s perceptions about your brand will begin to reflect these falling standards.
Why Should I Develop a Brand?
In order to even consider beginning a marketing plan or strategy, you must develop an identity for your business. Brand development is the same as developing an identity for your business. If you attempt to market your business without a brand, you are basically marketing only your products and services. There are likely thousands of products similar to the products you are selling. Without a defined brand, your products will get lost in the shuffle.
Brand development may seem like a daunting task. Essentially, it is meant to be difficult, but rewarding. Developing your business’ brand will set you apart from the ever-growing crowd of competitors. Your customers and potential new customers will appreciate your brand if it reflects their desires and needs. In the end, a properly developed brand will create a powerful identity for your business, products, or services.