A brand is an intangible concept. It is the way in which people perceive a company, a person or an organization. Branding is also the way a company distinguishes itself from the rest of the market offerings to stand out from the crowd. It is everything from the gut feelings people get about a product to even the expectations people hold from a company due to their past experiences. Simply put, a brand is a company’s identity and value in the minds of people.
What is Branding?Branding is the attempt of shaping how people perceive your company. The main goal of branding is to make a company identifiable and memorable to its customers. Therefore, effective branding requires a company to build a strong brand personality that resonates with the target market.
A strong personality helps your brand become relatable to the masses and attracts them as customers. So, the next time a customer thinks of your industry, your brand is at the top of their minds and their first preference is to buy from you.
Furthermore, branding also involves communicating a promise to deliver the same high-quality products with consistency regardless of the setbacks. You must convey that customer satisfaction is a top priority and your company deliver the same results at all times. This way a customer will always have a positive experience of buying from you. This helps a company position itself as trustworthy brand in the minds of its consumers and wins their loyalty for a lifetime.
How Can You Use Branding to Ignite Sales?Here are the few simple ways you can use branding to increase the sales of your business.
1. Find Your NicheWe’ve all heard the saying you can’t please everyone at the same time and this is something for you to remember when formulating your branding strategy. The first and most important branding tip we have for you is to find your niche and focus on that small segment of the target audience.
It is much more practical to focus your marketing efforts on winning over a specific group of people rather than trying to attract everyone all at the same time. When you are targeting a specific group of people, you will study them carefully in order to attract them better to ignite sales. To do this, you must clearly define your customer base in your mind. Think about who is most likely to buy your products and why.
After this, try to create products or services that will highly appeal to this segment of people. Also, study that segment carefully and get insights on their buying behaviour. This will help you determine the appropriate pricing strategy for your products. Furthermore try to identify which marketing channels and techniques will be most effective for you to reach this segment successfully.
2. Create a Relatable Brand PersonalityAfter you have found a specific niche market for your brand, you must try to build a brand personality that is relatable to this target market. The main goal is to build a brand personality that embodies all the traits and characteristics of the segment you are trying to attract so that the brand resonates with them. This way they will feel like the brand is a perfect fit for them and want to buy from you to be associated with it.
Moreover, the feelings you generate in your customers with your brand all help to build an emotional and long-lasting connection with them. It’s like telling a story through your logo, tag line and advertisements to make people feel your brand is the ultimate solution for all their needs. Generating sales is not only about the product but also about the way your brand makes consumers feel.
3. Consistency is KeyOnce you have built a strong brand personality, you must remain consistent in your branding efforts and quality standards for your brand to have a great impact. It takes years of marketing efforts and quality deliverance to form a clear perception of a brand in the eyes of the customers.
Whether it’s a symbol, a tag line, or just the colour theme of your brand, consistency is the only way for a brand to become recognizable. To understand this, think of Nike’s swoosh symbol. Many people initially may not have understood the symbol but today it is one of the most widely identifiable symbols around the world. In fact, Nike actually holds a trademark for their famous swoosh symbol as it is part of their identity now.
This is the power of consistency. For this reason, your branding must remain consistent throughout to gather a stable following for your brand. You must give people time to grasp the gist of your brand and understand what it stands for. Only then, customers will identify your brand and be excited to be associated to it. If you’re looking for an agency to design a meaningful logo for your business, you can contact an experienced brand design agency in London.
4. Promise What You Can DeliverAnother important thing to remember in branding is to never overpromise to your customers. Do not try to mislead your customers by promising those benefits which you cannot deliver. Overpromising may lead to an initial increase in trials but in the long run, it will do more harm than good to your brand.
This is because overpromising will significantly intensify customer expectations. As a result, many people will be motivated to try your products at first. However, the high expectations that you build up will not be met upon once they actually use your products. Therefore, customers will surely feel let down and betrayed. This will eventually result in the loss of credibility for your brand.
Final WordsAs you can see, building a brand is not an easy task. However, if you play your cards right, branding can easily help you generate sales and make a huge difference in the success of your business.
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