When going about branding, you are promoting and projecting your brand image, not a particular product or service. This process is supposed to communicate who you are, what you stand for, as well what you offer. That means that you have to refrain from that pushy salesman mentality. Try to learn to look beyond immediate avail and focus on reaping opulent rewards in the long-term. Start by putting a solid branding strategy in place.  Brace yourself to plan meticulously and pay attention to every detail. Also, note that branding is always in flux, moving and evolving, a collaborative effort that requires strategic and team coordination.

Smart brand positioning

It all starts with the broadest scope, the strategic positioning of your brand. One of the chief goals is to set your business apart from the rest. Therefore, you have to conduct market research and figure out who your customers are. Once you acquire valuable data, you can form your brand story and promise accordingly. Dare to be different and uncover your unique individuality. Know that people buy stuff because they want to fulfill their desires and lifestyle goals. Your product does not have to be the most functional and top-notch quality, but if your branding is on the ball, it can sell like hotcakes.

Use a consistent tone

The way your company communicates across all touch points is paramount. Namely, the key to making your messages resonate is achieving consistency via a suitable tone and voice. You have to master the art of using language, but also visual storytelling (though logos, font size, colors, etc.). It usually pays off to strike a balance between warm and personal on one side, and professional on the other. Communicate clearly and simply, with a distinctive voice. Aspire to connect on an emotional level and inspire people. Reveal the human side of your brand and live by authenticity and honesty.

A solid digital presence

How your website looks and feels plays a vital role in the online realm, where most modern businesses are present. You want to drive traffic your way, make a great first impression, and make it last. To make it happen, forge a well-designed, functional site that features great visuals and quality content. Foster smooth navigation and use elements like colors and images to your utmost advantage. Try to communicate with customers around the clock using instant messaging features or chatbots. Make sure there are no down times and that your pages load as fast as possible.

Employ traditional media

Despite digital marketing stealing the show these days, traditional tools are still an integral part of many branding strategies. TV ads and radio commercials are a staple, but they are too expensive for most companies. Then again, we have various print media at our disposal. Unlike online channels, it is tangible and often makes a bigger impact on people who receive it. In Australia, I have seen many startups taking full advantage of services that offer printing in Sydney and other major cities to delight their audience. Some customers still prefer turning pages of catalogs and magazines in their hands instead of clicking endlessly.

Adjusting on the go

Once you find out what works, it is not the end of the road. Branding is not a static goal, but more of a work in progress. So, set up a system for tracking your performance and identify key performance indicators (KPIs). Create an overview of the brand equity and stay in tune with progress dynamics. Assess how much your branding forwards company goals and helps you gain a competitive edge. Remain flexible and always be prepared to raise the bar. Get back to the drawing board if you need, rather than clinging to lackluster strategies.

New branding heights

To build a memorable brand, discover what your customers want and expect. Position it well in the market, so that you do not have to fight an uphill battle against the competition. Find the sweet spot between cold market facts and the warm touch of creativity. Enhance the personality of your business and allocate your resources optimally. Establish a strong internet presence and use print media to reach consumers. Unlock your full potential and advance the corporate vision. Finally, bear in mind that your image and reputation are not set in stone, so always monitor and manage them actively.

Lauren Wiseman

Author: Lauren Wiseman

Lauren Wiseman is marketing specialist, business writer and entrepreneur, currently based in Melbourne. She helps clients grow their personal and professional brands in fast-changing and demanding market environment. Covering finance and investment topics, Lauren strongly believes in holistic approach to business.

Soar Collective is an authentic online & real life events network connecting women in business across Australia & the USA. For more exclusive content, discounts to events and more, become a Connect or Grow Member.