I love branding and preach it like it's all that matters; while there's more to success than a good brand, it's one of the things you must get right when starting out. In my personal opinion, a brand can take you just as far as your system or actual business can. I am convinced 'the brand' can take you even further when done correctly. Think of eveytime big deals are done -(acquisitions and mergers)-, it's often fueled by a strong desire to inherit a process/system, a brand, assets or sometimes all. In many cases, it's driven solely by the desire to control & improve an already powerful brand, with absolutely no care for the system/process. You see systems can be replicated in most cases, but brands can't be replicaated, even if you want to. It's virtually impossible to do with a new brand, what a successful brand has already done, without proper seasoning or the passage of time. Now more than ever before, brands mean more to your bottom-line. Check out the article from Miki Markovich on why brands are so important!
Utilize your branding to set yourself apart from your competitors. To do this, analyze what you do best and consider you target demographic. Use graphics and word choices that clearly reflect your business to your target audience, hence your brand. Use your branding to deliver clear messages.
Done correctly, your brand can assist you in getting a stronger foothold in your niche market. Define your unique selling position and consider methods to communicate key messages to your desired audience. Use specific images or phrases to encourage the feel of inclusivity. Let them know the reason your company exists and how it can fulfill their needs. This can connect you to your target audience, engage them and motivate them to buy.
According to a 2010 study conducted by the world’s largest public relations firm, Edelman, the Y Generation, also known as the Millennials, consider brand identification almost as important as religious preference and ethnic background when defining themselves online. The power of branding has successfully melded into that of personal identification and emotional connection.
Having strong branding can evoke trust from your niche market. This can translate to your newsletters, emails and advertisements garnering a greater response, hence increasing sales. As people will already be vested in your brand, they will be confident that they will receive value for time spent reading your messages or researching your product.
Focus on your long-term branding efforts to keep your business consistent. This consistency should transcend messages, product lines and audience appeal. It should enhance your business, adding depth to your company’s presence. This should allow you to grow and keep a loyal following.