The Bandwagon: What Brand you Need to Know
The Bandwagon: What Brand you Need to Know

Build a brand and they will come: Why your business should embrace the ‘brand bandwagon’

If you think your business brand could do with a refresh, but you’re confused about all the marketing hype around how to ‘build a brand’ – never fear. Here’s how to break it down into palatable, bite-sized pieces, so you can benefit from the power that comes with building your business brand. 

It’s not just a logo

These days a brand is not just a logo and a tagline. A brand goes much deeper than that, from what your business values are, to the way you communicate and interact with customers. It’s also about how you make people ‘feel’ – which can be a bit tricky, as obviously that is quite an intangible thing to try and control. 

Think of it this way – as a person, your face and your clothes are your logo and your personality, the way you act, that’s your ‘brand’.

Jumping on the brand bandwagon

Does branding really matter? Can’t you just have a name for your business and get on with things? Well, you could. But you’ll probably struggle when it comes to attracting the right customers. So here’s a few reasons why building a brand is crucial for business success: 

  • It improves loyalty and trust with customers (and employees)

  • It helps consumers understand more about what you do 

  • It tells a story about who you are and why people should choose you

  • If the brand is good, it enables you to charge a higher price point 

  • It allows your marketing and advertising to have greater impact and purpose    

Big corporates – step aside

No longer is brand identity only a place for the big guns, like Coca-Cola and McDonalds.  SME businesses have every tool at their disposal to build an engaging, successful brand, and it doesn’t have to cost the earth. Sometimes the most bankable brands can come down to a few creative, outside-of-the-square ideas that enable you to stand out in a crowded marketplace. 

So don’t ever feel like your business is ‘too small’ or ‘boring’ to have a brand. 

Your brand is your reputation

A brand is your reputation in the marketplace. It’s what people are saying about you when they speak to their friends and family, and by having a brand strategy in place, it allows you to have some sense of control over what is being said. 

Consumers also have a growing desire to choose which brands/companies to buy from according to their ethos and values. Leadership expert Simon Sinek says that people don’t buy what you do, they buy why you do it and that the goal is to not do business with everyone who needs what you have, but to do business with people who believe what you believe.  

Everyone loves a good story 

Almost everyone loves to read an interesting story – whether that’s hearing about challenges faced, overcoming adversity or the idea that sparked the creation of a product or service. Which is why more businesses are telling theirs, because it gets results. It helps to build rapport with people, and encourages them to become more invested in what the business is about.    

Every business has a backstory – so what’s yours? Be proud of it and tell it to the world. 

Just be you

People buy from people. And if your business brand has you and/or your employees at the very forefront of what you do, then you are more likely to gain the trust and support of consumers. We’re all human after all, and it is so much easier to believe in a brand when we see the faces of those who belong to it.  

Start from the beginning 

To build a brand, you need to start from the beginning. Even if you are already an established business, organisations do brand refreshes all the time. And change can be really good, providing you with an opportunity to make your mark with all the right intent and purpose.  

Look at why your business exists, what differentiates you from others in the market, what core problems you excel in solving and lastly – why people should care. You might even find you refresh your own enthusiasm for the business, by building a brand that not only ‘does a thing’, but also means something.

 

 

By Erin Harrison, Guest Blogger
Erin loves all things content and digital marketing. She has been freelancing since for-ever-ago and there is almost no industry Erin hasn’t carefully crafted content for – across both print and online.

 

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