Building An Admirable Brand Identity

As a business starter, I buried myself with so much legal work; getting my ideas and logos copyrighted, trademarked name them, just to protect my brand’s identity. Knowing the implication of people coming up with ideas similar to my “wow” concept and winning my clientele over, was all I worried about. Not to say going through these legal processes are not a necessity, but is that what is most important for a brand’s survival and envied identity? Spending a lot of hours on legal processes, does not build a brand identity. A good brand reputation is not built on paper, it is built through the work done on the ground. How do you achieve a good brand identity?

The Team Must Be On The Same Page
Every business owner, undoubtedly, understands to bits what exactly he or she intends to achieve in future, what about the team you work with? The team you work with is your first line of brand ambassadors. For most starters, the top to bottom approach of management is adopted, leaving the team in the dark on what and how you wish to achieve your target. Choose the bottom up approach. Sell your dream to the team, seek their ideas and polish it at the top. Everyone identifies with the brand with this approach and believes in the value of the brand. Making sure your team set examples, place the brand first and maintain consistency is priceless and should be a major priority in building a good reputation.

Promote/Market Your Brand
Who hears about your brand if you do not promote or market it? When you find yourself at the top of your game, why do you stop promoting your brand? After you have won clients for yourself what makes you distinct moving on?

We find ourselves in an era where there are so many marketing avenues available with social media leading the force. Knowing the importance of promos and marketing to your brand, you should not relent in using every available and result driven media to get your brand known.

In some cases, starters get too comfortable when they become “The thing of the season.” Never get too comfortable at the top because your competitors will not give up easily. Keep your marketing running and come up with trendier strategies to keep you in business. A brand that is not up to date with changes in styles, trends, tastes and technology can easily lose its cachet.

Your marketing or promotional strategy should always place emphasis on what is unique about your brand.

Be Consistent But Distinct
Creating a consistent and a distinct identity is the core of a good brand, however it does not suggest you need to be stale. Keep your brand message consistent yet fresh. Being fresh means trying as many new things as possible but do not lose focus of your target. This is what sets you apart from your competitors. Doing the same thing the same way always can get your clients fed up with you. Be adventurous and give your clients something new to marvel about always.

Note that being consistent and distinctive does not only relate to brand development, it covers consistency in quality service delivery and products.

Monitor Your Brand’s Reputation
When everyone begins to applaud you because you own an enviable identity, do not think there are many others who are share a different opinion. It is extremely important to monitor the reputation you are building for your brand. Monitor the response your brand is receiving on a regular basis and when necessary, take the necessary steps to rectify the lapses. Your position as a top brand is not set in stone and so do not leave any detail to chance. Be it a positive or negative response you receive, take steps to continuously improve upon your status.


Courtesy: Twitter: @hellofoodghana Facebook: Hellofood Gh Instagram: @hellofood_gh

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