Step-by-step Instructions On How To Create a Brand With Minimal Investment
A brand is a combination of knowledge, associations, images, and some abstract information about a company that pops up in the head of a person who sees a name or picture associated with the company.
Why brand development? What can it bring us?
The answers to these questions are quite obvious: developing a brand, we can build our reputation, increase the recognition of the company, and increase the trust of our customers. All this together leads to an increase in profits. And, as a result, entering a new level of professional activity and expanding a niche in the market.
Let’s talk about the mechanisms of brand promotion in order.
Create your own image
Each company has its own distinctive features: principles of work, unique solutions, internal mechanisms that are unique to it, mission, and finally, its own story.
Many companies engaged in the development of their brand, having better services or products than competitors, although they have their own logo, stubbornly hide their inner components from the client. One of the most important tasks when creating your image is to demonstrate yourself to the client. It is necessary, so to speak, to “pack” the internal component and present it to the public in all its glory.
First of all, it is necessary to become as open as possible and turn all your qualities into advantages for customers. Describe them on the site, or on other channels of interaction with the audience. Of course, this works provided that the line of business and the mission of the company are clearly identified.
When promoting, it is important not to make mistakes: first, you determine the type of activity of the company, and then create an image and pack your brand. In such a case, cause and effect cannot be confused.
Brand Development Goals
So, developing your brand, it is worth pursuing clearly defined goals:
1. Improving Consumer Awareness Of The Company Against Competitors
Well, the benefit here is obvious: they will find out – they will make a choice in your favor, under equal conditions with the competitor.
2. Growth in Customer Loyalty
The growth of loyalty is the growth of trust. You need to become a kind of “leader of opinions” for a person – then he will recognize your expertise in a niche and will value you as a professional in your field, and your product as a good and high-quality one.
3. The Growth of Loyalty among its Employees
This item allows you to reduce labor costs by reducing staff turnover, reducing the cost of training, and adapting new employees, and will also bring a deeper involvement of staff in the business processes of the company.
4. A Growing Reputation as an Employer
This factor allows you to increase the prestige of working in the company and get more job seekers. Accordingly, developing in this direction, you will be able to choose more qualified specialists or to make the applicant more interested in working with you. Some companies, such as Intel, due to their reputation, may even allow themselves to set the remuneration of their employees below the market and still not lose the flow of people who want to work with them.
How To Achieve Each Goal in Order
1. Increased Recognition Against Competitors
It is important to tie a certain visual image in the mind of the client to the name and image of your company. This image is called a logo.
There are certain nuances of perception of graphic information that should be taken into account when creating a logo. For example, the relative ease of remembering simple images and geometric shapes, or the subconscious association of a color with a certain emotion. A lot has been written about this, so let’s not go into details.
You just need to understand that when creating a corporate identity, details are important:
- a simple logo image that is easy to remember visually,
- corporate color that evokes the necessary emotions and combines with the design of details.
If the staff already exists, then at the end of creating a corporate style, it is worth making a presentation of all the components of the brand for its employees. This can be turned into an “event” and used to create a team spirit among the employees of the organization. Present to them the result of your research, show the intermediate stages of work on creating the company logo, and explain the symbolism embedded in it.
Make this event a corporate achievement that marked a new stage in the formation of the company. Give it importance in the eyes of colleagues, and maybe customers.
2. The Growth of Consumer Loyalty To The Brand
The growth of customer loyalty is a process that depends on brand recognition, the quality of the product that the company produces, and openness to communication with the consumer:
2.1. You Should Decide On The “voice of the company”
You need to understand in what manner communication with the consumer will take place, with partners. What will be the general tone, business, or friendly-informal? How to contact the client, in advertising or media, on “You” or “You”. When the policy in this regard is finally determined, you can begin to interact with the public.
2.2. Clearly identify Communication Channels
Will it be the media, the Internet, social networks, face-to-face events, or other events. I believe that you need to use everything available from this list, and declare yourself at any opportunity.
Give interviews, participate in various events as often as possible. Send company representatives to give presentations at conferences, publish your articles in the press, but don’t pay her for it. Otherwise, such activity will close all free channels in the future. Once you pay a journalist for publication, you run the risk of becoming a “source of income for his colleagues.”
Such a policy will make it possible to constantly be in the public domain without spending material resources, and over time, the number of your actions will turn into quality. By quality, I mean the reputation of your brand.
In order to become an “opinion leader” for society, media alone is not enough. Here you need real gratuitous benefits that you can bring to a person. Find a communication channel and share useful content in your field, you can organize consultations in the field in which you build a business. The benefit to society and the constant presence of the brand in the visibility zone together can lead to popularization, and a memorable slogan, logo and corporate identity will only contribute to this process.
In general, to make it easier, remember that brand popularization has 4 key vectors. Let’s call them 4 “C” – this is the Site, Social Networks, Media and Events. Use them to the maximum.
3. The Loyalty of Own Staff
The growth of loyalty among your employees, as I said earlier, brings the benefits of staff involvement in the company’s work processes and increased motivation. Your brand, corporate ethics, and style, as well as other details of the internal structure of the company, contribute to the formation of a sense of unity of employees, which, ultimately, has a positive effect on the functioning of working mechanisms. The same factor, ultimately, affects the improvement of the company’s reputation as an employer.
This is called HR branding. It is a separate layer of information.
Let’s take a closer look at the prospects for a good reputation as an employer.
- Lower staff recruitment costs.
- The ability to select a more qualified employee from a larger number of applicants.
- An opportunity not to overpay to employees.
- HR brand is related to the value of your company.
- The good reputation of the company as an employer can protect both the organization and its representatives from the actions of dissatisfied employees or competitors who want to talk to you.
When developing a company’s brand, do not neglect the personal brand of its leading representatives. Indeed, if the company employs several experienced specialists, whose name is also publicly known, this affects positively both the company’s brand and the employee’s personal brand. So to speak, mutual PR.
In conclusion, I would like to share one curious trick.
Developing your brand does not necessarily seek to satisfy the needs of all customers. If the product is unique, then it is worth producing it less than what is required by demand. For what? Yes, so that the hype caused by the shortage of your product always remains. And how to use it (excitement) is another story.
Consistently use the methods described in this article, and this alone will give you prospects for further development.