If you have just purchased your business or are planning to sell your business, this article is going to show how you can evaluate the current state of your brand and take your business to new heights because of it.
So why should you listen to me? My name is Saarim Asady and here is a quick synopsis of my professional career. In 2016 I started a blog called Influence Digest and grew it to over a million readers in less than 2 years. I then was hired to become a digital marketing consultant for many businesses across Canada. Here’s the thing, I kept running into the same problem with every business that I worked with - their brand wasn’t designed for 2018. That’s when I turned everything around. Today, Influence Digest is a branding agency that helps turn entrepreneurs and professionals into recognized influencers.
Building your brand can be one of the most rewarding things that you can do for your business. Not only will it increase sales and growth, but it has the ability to make your business seem larger than life. The problem is that most people create a logo/ add a nice color scheme to their website and leave their brand alone from there. If you want to reap the rewards of building a brand in 2018, this article will break down the five steps necessary to turn your business into a recognizable brand.
Pampers vs Dude Wipes
It doesn’t matter what you are selling. What matters is how you sell it. Your product can be the most basic thing in the world, but if you are able to properly tie it to an ideal or vision, customers will flock to you.
To provide some context to this explanation, let’s look at two companies that sell the exact same product but are branded to completely different ideals.
Example #1 – Pampers Wet Wipes
These wet wipes are branded as a soft and cuddly wipe that will clean your baby’s butt keeping them healthy and happy forever. Take a second to observe their colors, fonts, pictures that they use in their marketing.
Colour: Teal - Represents a soft & positive tone
Image: Baby - Represents a cute, innocent and happy feeling
Fonts: Bendy - Comic Sans like. Gives off a playful tone
Example #2 – Dude Wipes
These wet wipes are branded as a heroic, manly product that keeps men’s hygiene on point so that they can continue to focus on the masculine things they do regularly.
Colour: Black - Represents a strict & strong tone
Image: Logo says “Dude Wipes” in powerful straight edge letters
Fonts: Straight and crisp giving off an alpha-like tone
Pampers and Dude Wipes are selling the exact same product to two vastly different audiences. Both companies are extremely successful and are able to sell their products with ease due to their targeted branding.
Now it’s your job to find out exactly who your audience and brand is by communicating with your market. Ask questions (surveys, coffee chats - they all work). Make sure they understand your brand through your products. If you’re looking for a place to start - here are 3 steps to set you off!
How You Can Effectively Brand Your Business
Let’s take this a step further and lay out ways in which you can brand your business effectively and efficiently.
Step 1: Niche 2.0
You need to narrow down your audience as tightly as possible. Too many businesses make the mistake of catering their products/services to an industry rather than a specific niche within an industry. So, instead of marketing your organic toothpaste to those in the health/fitness industry, take it a step further and market to female vegans between the ages of 18-35. While you may think your customer- base has shrunk – it has become significantly more targeted and your customers will feel a much stronger connection with your product.
Step 2: Create a Face of Your Company
Whether it be you or someone else, there needs to be a face of the company that people can see, hear, and connect with. In 2018, consumers are trusting corporate branding a lot less and are putting their trust into people a lot more. People influence people. The influencer marketing industry in 2017 was valued at 2 billion dollars and is expected to reach over 10 billion dollars by 2020 according to Adweek.
Once you’ve chosen the face of your company – your next plan of action is to include them in all your marketing & advertising actions. Videos are often the strongest form of advertising as they give your audience the ability to watch, listen and connect stronger than any other advertising medium.
Step 3: Don’t Sell – Instead, Educate
Again, it’s 2018 and people don’t want products/services shoved in their face anymore. The most effective way of marketing is by educating your audience. If your selling organic toothpaste; create content about the benefits of going organic beyond diet. By doing this, you are not only educating your audience, but you are building trust with your customer base and establishing your brand as a thought leader in your industry.
Your brand is the untouched asset that you can leverage to take your business to new heights. With a consistent content creation and education plan, you will begin to see results within the first month and real (sales increasing) growth after 6 months.
The more that you invest in it, the greater the rewards that you will reap. Don’t wait, take action now!