• Jordan D. Collins

Timeless Blog Vol. VI: How Branding Affects Consumers’ Buying Behaviors

Branding is a crucial aspect when aiming to build your customers loyalty. Your brand is established by a customer's overall perception of your business. When you gain your consumer's trust, then you will have their business forever. After a consumer knows & understands your brand visually or has had experience with it, they are life long customers. Many companies are producing similar products and providing related services as others, so what's going to set you apart from the competition? Understanding your mission and story of your company is vital to have a strong branding foundation behind you.

Various objectives go into creating a visually appealing brand, and you want to relate to your customers as well as provide them with the best product you can offer.

When you are creating a brand, be sure to include these while building.

1) Determine your brand's target audience

When brand building, keep in mind who exactly you are trying to reach. You'll tailor your mission and message to meet their exact needs. One thing that many businesses fail at is trying to reach everyone. You can't be everything to everyone. The foundation you're looking to build is for your brand is to determine the target audience that you'll be focusing on. Identifying the target audience for your services or products is a process that will affect and enhance all areas of your brand building process, especially marketing efforts.

2) Establish a brand mission statement

Have you thought about your brand mission? You'll have to craft a clear expression of what your company is most passionate about and what problem you are solving. Before establishing a brand that your target audience trusts, you need to know what value your business provides. The mission statement should be your "why" and the reason you get up every day to continue to do what you love. The mission statement defines a purpose for your business exists. It will inform every other aspect of your brand building strategies.

3) Research brands within your industry niche

Your goal when building your brand is to differentiate from the competition. We must convince a customer to purchase from you over them! We're always thinking about how to make a brand stand out and timeless. This is a significant step in the brand-building process. We want to make sure to research your main competitors or benchmark brands to understand what has been a success for them and their failures, so you are able not to encounter the same issues. For your brand name to be valid, it needs to be easy for consumers to recognize and remember because once they do, they are your customer forever.

4) Outline the essential qualities & benefits your brand offers

When looking to start a brand that is memorable means you dig deep to figure out what you offer, and no one else is offering. There will always be brands with bigger budgets and more resources to command their industry, so what makes you different from them? You are going to have to understand your mission and the value you are providing for your customer. When you truly understand your target audience, you will have to give them a reason to choose your brand over any other brand.

5) Create a brand logo & tagline

When you think about how to build a brand, visuals come to mind first. This step may be the one where you need help with execution. The most exciting piece of the brand-building process is to create a brand logo and tagline for your company. This logo will appear on everything that relates to your business. It will become your identity and the visual recognition of your promise. So be willing to invest the time and money by creating something exceptional to reinforce the visual identity for your business.

6) Form your brand voice

Your voice is depending on your company mission, targeted audience, and industry. Your goal is to create a voice that resonates best with your targeted audience. Your voice is vital because when your consumers can relate to your company, then they become loyal customers. When you find and use the correct brand voice for your company, you have the most significant opportunity to connect with your consumers

7) Build a brand message and pitch

A brand message is an opportunity to communicate on a human level, making a direct emotional connection with your consumers. Your pitch should be constructed around the benefits of your company in 1-2 sentences. When building a brand, be sure to tell customers exactly who you are and the solution that you are looking to provide. When creating the message, we want to make it very clear and straightforward.

8) Allow your brand personality to shine.

Customers aren't looking for another cookie-cutter company who offers the same thing as everyone else. Customers are looking for something different when it comes to their favorite brands. Allow your brand to stick out and capture your customer's attention.

9) Integrate your brand into every aspect of your life

Your brand should be visible and reflected in everything that your customer can see, read, and hear.

On any digital platform, ensure that your brand looks the same everywhere. Use your brand style guide to create consistency with visuals such as color and logo use, fonts, photography, etc. Your website is the most crucial tool for marketing your brand. When you design your website: incorporate your voice, message, and personality into the content. Profile pages for social media networks should be, and with your chosen voice for engagement.

10) Stay true to your brand.

Once you've chosen a brand voice, use it for every piece of content you create because consistency is key. Will your brand be successful, if it is not consistent? Don't regularly change your branding. The inconsistency of branding will confuse your customers and make the long-term brand building more difficult. Its a must to document all the brand guidelines you create and distribute internally for reference and to be sure that everyone is on the same page.

11) Become your brands biggest advocate

Being your most prominent brand advocate means that you have to wear your brand on your sleeve. Any time that you feel as you can provide value for someone, you must explain your brand value and how you can help them reach their goals with you. Once you build a brand that works for your company, you are the best advocates to market your brand.

No one understands your brand better than you, so it's up to you to spread the word. When looking to hire employees, ensure that they are a culture fit–aligning with the mission, vision, and values of your brand. You want to encourage employees to establish a personal brand that aligns with your company branding process, further strengthening reach. Give your loyal customers a voice. Encourage them to post reviews or share your content.

When you understand these steps and begin adding them into your brand building process, it will help you work towards really enhancing your brand visually as well as improving the awareness of the brand. When you can tackle each of the steps, you will successfully have a plan on how to execute your business and create a huge following and loyal audience.

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