The brand is a fundamental aspect for the development and success of any business or product. And establishing your brand as a leader in your industry is critical to brand survival.
Since the beginning of time, we can recognize figures that have left their historical mark through ideologies, thoughts, achievements, triumphs, and failures under their own personality.
Ultimately, each person is unique and unrepeatable, and some of them have done something that has immortalized them in collective memories.
The goal then, is that you achieve with your brand what many of these people have achieved: remain in the minds and hearts of your community thanks to actions that generate empathy, that arouse emotions and connect directly with each of the people that make up your target.
The personality in business
Consumption is complex in modern markets. Day by day, we face the dilemma of choosing between a variety of differentiated products, and therefore companies require a personality that connects with their target audience and thus gets them to choose their products over those of the competition.
In order to connect with people, it is necessary to communicate, and effective communication occurs in the delivery of a message that awakens emotions and incites the other party to perform the desired behavior, in this case, to purchase.
How to build a brand
It is important to build a brand that evokes emotions and feelings toward your products and services. We know this is an intangible attribute of a brand, and it is the most valuable asset of any leading industry company.
The brand, like the great figures of human history, always symbolizes something: quality, the solution to a problem or even the synonym of a need. If you stop to observe the leading companies, they have at least one brand that is totally identifiable by the market segments to which it targets (and also to those that they do not).
In a globalized world, technical specifications of the products are easy to imitate, but a consolidated brand is somewhat difficult to copy.
For example, many investors can enter the beverage market by producing a Cola drink of excellent quality, but none of them will be able to knock Coca-Cola down overnight like ”the drink of happiness” that so many recognize.
This positioning is a brand building in which the renowned company has worked tirelessly for decades, which explains its dominance in most of the world. Leadership is a unique position and someone must occupy it.
Building the success of your business through the brand
How big do you consider the challenge of positioning your brand as an industry leader? A company is not born a leader, but it does follow a path to success. Once achieved, it must be updated and recycled to continuously adapt to the changes in the tastes and preferences of consumers.
Fortunately, nowadays, the internet provides facilities so that positioning is a task more clear and simple than it was a few years ago.
Identify your target audience
The products and services you offer satisfy the needs of certain individuals. To build a successful brand, you need to identify who those individuals are. Only then can you build appropriate messages for your audience in the market.
Through social networks, surveys using forms such as Google forms, information obtained from a database and even areas such as customer service, you can find what your current and potential customers are really looking for, and what their characteristics are.
Is it a young audience? Are you looking for seriousness and discretion? Do you want leisure and entertainment? Answering questions like these will help you make fundamental decisions to define a brand that will position itself in the minds of consumers.
Define a logo
The logo is a symbolic expression that must be translated into what your business, product or service offers. The colors, the shapes, and the size are aspects that communicate, and in many cases, they are the first introduction to your brand for many people.
It is important to invest the necessary time and resources in an appropriate logo, since once we have one, although it is possible to change it, it usually does not happen often because it’s bad for business. Logos are one of the parts of branding that you only get one-shot to get right the first time.
The logo of your company is the identity sample by which your potential customers will identify your brand on all occasions. It is the key element by which our customers can identify us in different contexts and will allow you to differentiate yourself from the competition.
The logo should convey the characteristics that define your company, help build your identity and send a message to the world about what you do and how you do it.
Create and share communication pieces
The way you communicate with your customers also makes your brand, why? Very simple, the type of relationship you establish with your audience will be talking a lot about you, your personality, basically your brand.
That is why every time you get in touch with your client you must evaluate at what stage of your customer journey you are, the communication tone, your interests, and past actions.
There are tools such as Email Automation that allows you to send emails based on, for example, the action of a user in a previous shipment, based on tastes, demographic characteristics and more.
The idea is to take advantage of this type of techniques so that you can carry the right message at the right time to each of your clients, and in this way really build a relationship where your audience feels really heard and occupies a unique place.
The importance of the outsider opinion
You are sure of the personality that you want to represent your Brand, and possibly even suppose what is your audience’s perception of you. But the truth is that self-analysis is not easy at all and can often be far from reality.
That is why it is always good to do a consultancy from time to time, someone who can externally analyze your brand and find those strengths that you can take advantage of more, and those weaknesses that you could improve.