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A brand isn’t just a logo and a slogan.
Instead, it’s a motivating force for your entire business. It’s the FEELING you want your customers to experience when they use your products or think about your business.
Your brand is how you set yourself apart from your competitors. And it’s the way you create “top of mind” awareness – the experience your prospects and customers have that causes them to think about your business -- even when they’re not viewing one of your promotions.
How do you build this kind of powerful brand? Follow these best practices:
• Create a brand around a feeling. Then be sure every part of your brand (from the colors to the slogan) is designed to generate this feeling. Think about the following brands: Disney, FedEx, Coca-Cola, Nike and Compassion. What feelings come to mind? Things like happiness, empowerment and empathy among others.
• Design a slogan that sets you apart from your competitors. This unique selling proposition may flow directly from your mission statement. And it should align with the feeling that you want your audience to experience when they think about your brand. e.g., “We try harder.” (One used for years by the Avis rental car company.)
• Use your brand comprehensively. Include it on your website, in your sales letters, within your product packaging – basically anywhere and everywhere you have content and a public profile. And train your customer service staff so they reflect your brand in their replies.
Building a business is a marathon, not a sprint. Taking consistent steps today and every day tends to produce big results. Make it a habit to do something each and every day to grow your business. Here are some ways:
• Find a new place to purchase an advertisement.
• Write a blog post.
• Post on social media platforms that your target audience uses.
• Craft a new lead magnet.
• Send an email to your list.
• Ask your current clients/customers for testimonials and leads.
• Establish a relationship with a new joint venture partner.
• Set up a limited-time offer.
• Create a rebrandable report for your affiliates to give away.
• Upload a video on your website and video platforms.
• Develop a free webinar.
There are probably tasks specific to your business and industry that you can think of and add to this list.
Taking these types of actions consistently increases the likelihood that your business will grow consistently.
In our next post, Keys to Online Business Success – Part 3, we look at Key #5 “Test Everything” plus some next steps for your online business success.
Sources
Image by Gerd Altmann from Pixabay
