When you are in the market to sell products or services, you need to build a professional brand that is recognisable in a competitive market. Your brand enables you to connect with people and engage with them on an emotional level. While you can still throw in a few facts and numbers, telling a relatable story to your audience is more effective. Here are a few strategies to help you establish a powerful brand for your business.
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Design Your Brand Image
Whether you run an online business or have a brick-and-mortar company, you need to build a unique identity. A brand identity gives a positive and consistent image using colours, logo, voice, design and company name. An often overlooked aspect of branding is the use of a professional business email. Not only does a business email improve recognition, but it also boosts your credibility. When you use a professional email, your business seems more credible and legitimate, which builds trust among potential customers. Having custom email addresses that match your company name improves consistency across all touchpoints with your audience. The domain name at the end of your business email is crucial for boosting brand awareness. Your customers will know who they’re dealing with before they open the email.
Develop a Compelling Brand Story
Everyone is drawn to an interesting story. Therefore, you should leverage the power of storytelling to create an emotional connection with the target market. When you tell a story that resonates with your audience, you connect with like-minded people and convert them into customers. You don’t need a heart-wrenching tale to move your audience. However, your story should demonstrate the ‘why’ behind your business and show the value of your products. When you understand the key desires and struggles of your potential customers, you can build a brand persona that shows how your products can help the target market.
Focus on a Specific Niche
You cannot be an expert in multiple things. Therefore, don’t muddy your brand message with a general niche. For example, establishing yourself as an image consultant for both men and women has a lower impact than specialising in one gender only. When you’re niching down, you need to be specific about your target market. For instance, you can focus on being an image consultant for men over 40 looking for a career change. Specifying the value you provide makes you memorable to your audience.
Maintain Consistency
When you build a business brand, you promise your audience a specific experience every time they buy your product or use your service. Hence, it’s directly connected to trust. When you are clear on your brand personality, including its attributes, characteristics and behaviours, you can ensure every interaction with your potential customers infuses those behaviours and attributes of a brand. Being consistent solidifies trust with your audience, increasing your revenue.
Regardless of the business you are running or the products you are selling, you need a robust brand to succeed. That means you should define what the business stands for, the problems you are solving for your audience and the user experience they should expect when using your products or services. Establishing a brand requires consistency and an emotional approach to appeal to your audience.
