What Is Brand Building?
Brand building is the process of generating awareness about your company’s products or services. It is an integral aspect of personal and business development. It not only increases the voice and consumer awareness of a brand, but it also gives it an identity and worth. It encompasses all things that consumers know, feel, and experience about your business.
Brands fall into these major categories:-
– Service brand:- This brand is built on knowledge, culture, and experience that one has with the service delivering agency/company/people. For eg : Urban claps
– Retail brand :- This is built on a mixture of products and service experience as Kroger, or KFC
– Product brand:- This is built on the experience that one has with a specific product such as Nike, Ford, or Sony.
After knowing these 3 popular types of brands, we shall now proceed to look at steps involved in brand building.
Define Your Brand
This is the first and foremost step as it ultimately determines what your brand truly stands for. When defining your business brand, you should create a checklist of its core strengths, and value in contributing to the environmental, social, and economic well-being of consumers.
Differentiate and Position Your Brand
Before go into brand building, it is important to differentiate your brand where you can create a unique advantage in the mind of consumers. To come up with a unique value proposition, you should use a good branding strategy to position your brand in a way that help consumers to see and appreciate the greater value of your brand over competing ones in the market.
Build and Expose your Brand
As I desired earlier, brand building is not a one-off thing and takes time and consistency. To build your personal brand keep reinforcing your values and skills by taking up new roles and assignments that will give you more exposure. And can use promotional channels, blogs, forums, and social media (LinkedIn, Twitter and Facebook) to create a voice for your personal or business brand.
Personalize your Brand
If you want your brand to be successful, then you have to personalize it and give it an identity. So that consumers see and experience the personality of your brand pretty much as they would with their favorite cars, cell phones, or computers. With this, you should also invite customers to be co-creators of brand values so that they can feel that they also own it and relate with it.
Review Your Brand
Your brand is not constant and will go through a range of motions, depending on your brand it will either grow in strength, or remain inactive, or fade with time. In the brand cycle, new events, changes, and circumstances bring challenges and opportunities to enhance the value of your brand or re-establish it. Regular reviews will help you seize and exploit new opportunities while upholding your commitment to remain true to your vision and brand strategy.
From above points, as you can see Brand Building requires lots of effort… you need to understand and generate awareness about your company… what’s it all about, how you are different from others. Your strategies needs to be optimised accordingly with time as being said nothing is constant.