News

Your guide to building a successful brand

 

Your guide to building a successful brand

In February 2018, in the annual Global Brand Finance Report, in which it conducts a survey of the 500 most powerful and valuable brands in the world, Disney, founded in 1923, topped the list of the most powerful brands, while the giant Amazon topped the list of the most valuable brands. Facebook, Google, Visa, Samsung, Apple are divided into two lists.

How to build a brand identity


Jaguar cars come to mind if you're looking for performance in cars, Airbnb springs to mind if you're looking for a place to stay anywhere in the world, and you'll go straight to Google if you're looking for anything. The brand is what distinguishes any company; The image you establish in the minds of clients and potential clients.


The owner of any company seeks for his company’s brand to have a level of appreciation and profit that the giant brands enjoy, that happens when you follow certain strategies, what do those brands do to top each year, the lists of the most valuable, the strongest, the most successful … etc. of the exciting classifications Interesting, and what strategies these companies follow, we will learn about some of them in this article.


The owner of any company seeks for his company’s brand to have a level of appreciation and profit that the giant brands enjoy, that happens when you follow certain strategies, what do those brands do to top each year, the lists of the most valuable, the strongest, the most successful … etc. of the exciting classifications Interesting, and what strategies these companies follow, we will learn about some of them in this article.


First: Weaving stories around the brand

Major global brands have invested in stories to create links of communication and trust between them and their customers. The story is one of the most powerful human communication tools that touch emotion directly. Studies indicate that the human brain responds to the descriptive ability of stories. Stories stimulate the brain and change the way we act in life. For the stories used by brands, it is necessary that they be of value and bear three pillars: (Problem, Solution, Success)


A brand could harness its data and statistics to weave interesting customer stories around it. At the beginning of 2015, Airbnb shared its story with a Motion Graphics video, announcing that nearly 550,000 travelers had spent New Year's Eve in several of its 20,000 rentals. City, Airbnb is focused on constantly telling stories to its audience by bringing to life the things they care about most: travel and new experiences.


Disney's strategy in stories is completely opposite, and it differs from the rest of the companies, as it first tells the story through the animated films it produces, then designs the products after that, thanks to the sales of its products of dolls and clothes related to those films such as Frozen, in addition to the investment of movie heroes and characters in amusement park trips. Disneyland; The Walt Disney Company finished its fiscal year higher after that, with record sales of $48.8 billion, up 8%, and a 22% improvement in net income from $7.5 billion.


The stories you produce about your brand should be simple, uncomplicated, and focused on enduring success. Create a good, shareable story that customers appreciate, embrace and contribute to.


If your business isn't a brand, it's a commodity - Howard Schultz, CEO, Starbucks


Second: Know your place in the market

Your position in the market is related to the realization of who your customers are and who are your competitors as well. What are your competitors doing? Which company can the customer be at a loss to choose between you and which is considered a competitor for you? Find out what distinguishes the competitor, how does it deal with customers? how he builds his brand; Starting with the look, the look, the voice of the brand, and all the values ​​and messages that will be passed on and repeated regularly and harmoniously across all marketing channels; From the website to social media, ads, packaging…etc.


An in-depth analysis of the competition in the market, and a review of their weaknesses and strengths will provide you with a clear vision of what your company should do and how it will stand out as a brand from the rest of the competitors in the field, and this will help define a different meaning and presence for your brand, you must do what it takes to keep your promises, Maintaining relevance and consistently meeting consumer expectations wherever your brand is located, ensuring an edge over your competitors in the marketplace. That distinction and uniqueness are what will attract customers to you, and what will give you a strong and pioneering brand, and a reputable position in the market.


Third: Mobilize customers around the brand

You know you've built a strong and successful brand When you find customers who are always ready to buy from you and defend you, in order to build a strong awareness of your brand, you must develop a strategy in which you shape how your customers think and feel about your products by building the right kind of experiences they have about your brand, it is essential that customers have specific and good thoughts, feelings, beliefs, opinions and perceptions about them.


Know: Who is your audience? What problems is he looking for a solution to? What did you promise them? What are your biggest advantages?


The most powerful brand that the audience relates to is the one that relates to customer problems, that holds value to them, that inspires and is unique, that gives them a great experience when you make sure that your customers will buy more products from you, they will recommend them to other people, they will be more loyal And in relation to your brand, they will be advocates and marketers of it. 

If people think they share values with a company, they will remain loyal to the brand - Rupert Murdock


You can do this with these things:

  • Your brand must meet the needs of your audience in order to keep them buying from you. Walter Isaacson says about the brand:

She must demonstrate her values and relevance in everything she does, from packaging to marketing

  • The best way to define your company’s brand is to complete this simple sentence: My company helps _________ who _________.”

For the first blank, fill in your ideal customer, who are you targeting exactly? Try to narrow that option as much as possible, and then in the second blank, fill in the problem your company is offering solutions for specifically for your customers.


  • Avoid self-centered language that points directly to you. Don't make it all about you, it's all about the customers (the benefits the customer will get from your brand).
  • Develop a clear, engaging, and consistent message that can be communicated consistently across all platforms.


People choose brands the same way they choose friends. Most entrepreneurs believe that building a visual identity, creating a website is enough to build a strong brand. A brand is also the clear message, the values, the great experiences, and all those things that represent the brand identity. The customer should be able to identify your company's brand among hundreds of brands in the market, that's a success!



Comments
No comments
Post a Comment



    Reading Mode :
    Font Size
    +
    16
    -
    lines height
    +
    2
    -