One of the most important aspects of any business is the brand. This is true whether you are a small, local business or if you are a multi-billion dollar enterprise like Apple, Google, and Amazon. The reality is that in today’s day and age, many people make the decision to spend their money with companies that have built strong, trustworthy brands. At K2 Analytics, we help our clients understand the importance of brand building to help them become authorities in their fields who clients can rely on.
What Is Brand Building
Brand Building, in its most basic form, is the process of bringing awareness and creating a trustworthy name for your business through advertising. This process can take the form of direct advertising, but it can also be though sponsorships, creating social proof, or through a network of affiliates promoting your brand.
There are many strategies within the brand building that can help bring your consumers closer to your company. By far, the most important thing that you can do for your brand is to present yourself in such a way that makes customers relate to your company.
Great Branding Creates Trust
Consumers having trust in a product can be the difference between a wildly successful business and a product that flops. What exactly do we mean by trust?
Trust, in its most basic form, refers to the dependability of a brand to deliver on a promise that a customer has come to expect from them.
Take a brand like Starbucks for example. When you visit a Starbucks you know what you can expect any time you visit one regardless of where you are in the world. The same can be said about McDonald’s, Apple, In-N-Out, Nike, etc.
Trust Creates New Customers
The trust that your brand creates is essential to the success of your business. This is all thanks to a few psychological factors that contribute to why customers choose one brand over another. But more importantly, this trustworthiness that strong brand-building creates allows you to convert new customers and then retain them as repeat consumers.
Take Apple for example. Apple products are not the most affordable on the market (which you would think would give their competitors an edge). Yet they are successful because when people see the Apple logo on a product, they know what they can expect: durable products, reliable software, cool sleek product designs, and so on.
How to Convert a Business Into a Brand
So how exactly do you go about building a brand? Well, for starters it’ll take more than just a flashy logo. While your logo does represent your brand, it is all of the things associated with your logo that will make you a household name.
It needs to go without saying that the identity of your company (ie the logo and the name) needs to be something memorable that helps your business stand out. Additionally, you will need to develop a voice that is unique to your business. Then, you will want to make sure that you optimize your channels for communicating your brand’s message.
Develop a Voice for Your Company
Finding your voice as a brand is critical for connecting with your target audience. Developing your brand’s voice allows you to communicate with your customers in a way that they are more receptive to.
If you have a younger audience then you may find that your voice will be more casual, more relatable, and might even dip into using memes and popular social platforms.
Take Control of Your Online Presence
Finally, if you want to build a strong brand, you will want to have a strong online presence that begins with an attractive and responsive website. For many businesses, a website is the first point of contact with a brand. The impression that your website makes on a view will go a long way in establishing the trust that your brand needs to convey.
That means that when you build your website you need to ensure that you have a quality domain name that relates to your brand, an SSL certificate to convey that your site is secure, and high-quality content!
To learn more about how high-quality content can help you generate a stronger brand, visit the K2 Blog!