Building a brand is different from building a business. One always builds a business first and when the business starts earning profits, then one moves on to building a brand name. A brand is something that people recognize for the work they do or the value they hold whereas a business is simply an entity that is engaged in some kind of trade. Your brand is something that will ensure that your business is successful and is able to stand the test of time. Before we go on to discuss the methods to build a brand and not just a business, it is important to clearly understand the difference between the two.
What Is A Business?
Your business, quite simply put is the products or the services that your offer to others at a price. The sole goal of any business is to earn money. Without having a business first, one cannot build a brand as there is nothing exactly to brand. Thus before you can create a brand, you need to be clear on what your business model is. The first step is to figure out what you want to sell. This may sound simple but selecting this can be a big task. It should be something you are very passionate about and have a good time sharing with others. Once decided, you must work on how to sell it, whom to sell it and where to sell it.
What Is A Brand?
Once a business is established and set in running mode, the next step, however not compulsory is to build a brand. Your brand is basically your personality or the personality of your product. It is what differs your business from others. It is that emotional connection that you have with your buyers. A brand can be built using several channels or ways. For example, you can use the power of marketing or advertisement for building a brand. Once you start showcasing your business or its products to customers through an innovative marketing technique, they immediately begin to take notice and that is how the business imprints in their brand, thus creating a certain brand image.
These days, it is important not just to build a brand in the physical world but also in the virtual brand. The internet can be used to create some wonderful results for building a brand.
So now that you know the major differences between a business and a brand, you can now focus on how to build a brand and not just a business. The following 4 tips will be of major help.
1. Work On Your USP
Every business has a certain specialty and without knowing that USP, one cannot begin to create a brand. What is it that makes you and your business different from others? What is that one special quality you offer to your customers that they won’t get anywhere else? Once you know this USP, work on that and make sure your customers know about it too. Use marketing channels to advertise this USP. When customers know what sets your business apart from others, they will begin to get drawn to you. If you do not have a USP, then it is important to create one and then define it clearly. A good marketing technique or approach can truly help you highlight your specialty and thus increase brand value.
2. Build An Online Presence
In the world of the internet and the ever-changing online landscape, it is highly important to have an online presence and build it consistently. With laptops, computers, tablets, and mobile phones, most consumers spend most of their time in the virtual world rather than the physical one. So being present online on social media platforms or on your own website for that matter can help in getting visibility and thus improving brand image. There should be a dedicated online marketing person or team who is working for creating that brand presence over the web. Or even you can work all alone in the initial stages in which you can create healthy social media pages, list your businesses on an online business directory like Yelp, QRG101, Topspot101, etc. from where you can get leads for your business for sure.
3. Connect With People
Besides online marketing where you communicate with people over the web, it is important to let people know who you are and this can be done by connecting with them in person. You can arrange meetings, seminars, small stalls to target the audiences and answer their questions. With a little personal touch, consumers know that you are a reachable brand, one which can be accessed easily. Marketing teams can help arrange such meet-ups or can come up with other ideas or approaches.
4. Create Stories
Every business has a story behind it. You may think that your story is not interesting enough to tell but when you put it out there, people are eager to know more and this helps them establish a connection with your business or brand. Establishing this emotional connection can be good for your brand. Thus building or showcasing your story can be a good way to reach your audiences and hold their attention. Explaining who you are, what you do, and why you do it can bring a level of transparency that the customers will appreciate.
It may take time to build a brand since the process doesn’t happen overnight. Thus one must be patient and dedicated in the process. A brand is built with trust and without a good product or service to offer, trust cannot be gained. Besides having a good product, you must also offer good servicing, replacement warranty, repair accessibility, and overall satisfaction.
A brand image is something customers recognize you through and it is important to leave a good impression in their mind. Sharp marketing minds can create unique marketing techniques to achieve the building of a brand. Thus it is wise to spend on marketing if you really want to build a solid brand. Once a brand name is established in the minds of your customers, then all you need to do is to consistently back it up with advertisements and good products and services.
