5 Ways to Build a Brand

Brand building both locally and online is essential to transform a small business into a major player in the years to come. It’s necessary to never stop building the brand, or it will fall from the attention of potential customers and potentially lose relevance altogether. Here are five ways to build the brand.

1. Market Locally

Establish the business in the community. Use whatever method works best for the demographics and feel of the nearby neighbourhoods. For instance, you could have t-shirts printed up to give the brand some visibility. A company like Screen Textiles can produce screen-printed t-shirts or embroidered polo shirts for a smart-casual look. If there are company vehicles, ensure they sport the brand’s colours and logo to get noticed when being driven around. Let people know in Swindon and nearby areas that the company is visible and present. Offer deals and promotions to encourage growth in brand recognition in the local area.

2. Target the Correct Audience

A brand needs to appeal to the correct audience. It might not be the one that you thought it would be after launching the company. Survey the customers to better understand the demographics, interests, where they first heard about the company, and what they like/dislike about it. Use the results to retarget the branding to increase the appeal to these types of customers. If you’re looking to alter the type of people or businesses who wish to become customers, you’ll need a re-branding and marketing plan to get there.

3. Value is Everything

People buy into brands that they appreciate. When the brand stands for certain values and then follows through on that with their actions, customers will stay with them. Others will follow if they see that it’s sincere. While the idea of the Mission Statement seemed like a fad, values that the company believes in must hold true. Particularly for younger customers, topics like eco-friendliness and natural products are popular. If you’re wishing to target those types of people, the values of the business must be a match to what those potential customers expect.

4. Avoid Mixed Messages

Regardless of how many different product lines or services are offered, the branding must remain consistent with each. When there’s a marked difference in pricing policies, branding representation, customer service, or values, customers get a mixed message. Then they become confused and don’t feel like they know what they’ll get if they buy from you.

5. Create a Powerful Social Media Presence

Social media has the power to influence followers. The company can spread its message far and wide at a minimal cost. Beware of that power though. The voice, including the tone and language used in social media postings, needs to match the existing marketing and language choices. When it sits apart

from it, that can make the brand seem disingenuous. For instance, if the brand is doing well spreading a bit of British cheekiness in their advertising, then the social media message can be a little less corporate in the vernacular used. Yet do toe the line there because the company must still be professional too.

Building a brand is like a never-ending series of building blocks. Each step along the way matters toward building an impenetrable, enduring brand image.