It seems that there has never been a better time to strike out on your own and start a business. In 2021, a record number of Americans founded their own business for the first time, as more and more of us decided to shake off the constraints of the 9 to 5 and create something that is truly our own.
If 2021 was the year that you started your own business, 2022 will be the year that you build a brand. In business marketing, your brand is the identifier of your business – it is the image that your business conjures up among your target audience. In order for your business to succeed, you need to know how to build a brand the right way. Here’s exactly how to do it.
1. Offer Something Different
When it comes to company branding, it is absolutely essential that your brand can offer something different to your competitors. Any branding experts will immediately tell you that your branding needs to clearly tell your audience that you can offer something truly unique that makes your business the better choice. You can find more information here on what it really means to have a unique value proposition in your business branding.
2. Build a Brand with a Clear Personality
In a nutshell, your brand is the persona of your company. Therefore, you need to ensure that your brand building is focused on building an instantly recognizable and relatable personality. All of these relate to who your audience is and what you are trying to communicate about your products and services.
For example, do your wish to have a funny personality that chimes with a Gen Z audience? Perhaps a minimalist, artistic style that appeals to the wealthy, health-conscious buyer? In order to build a winning brand personality, you must know your audience.
3. Visual Elements Are Everything
No matter what your brand is all about, 90% of your branding efforts will take place in the visual realm. How your brand looks to others will say everything about your company. This is why most winning brands will spend considerable resources on developing the right aesthetics, logo, digital design, and even color patterns that will chime with their target audience. Always start with your visual elements.
4. Have a Real Purpose
A brand without purpose is destined to fail. If you want your target customers to actually pay attention, you should make sure that your branding is able to instantly and clearly communicate its purpose.
Do you wish to bring a better product experience to your industry? Do you wish to provide a more bespoke, personal service? Are your goals charitable or do they relate to some kind of existing social or political problem? Think about what your purpose actually is, beyond simply making a profit. This is the most effective way to stand out in a crowded market.
Build a Better Business in 2022
If you are looking to build a brand that is truly successful in 2022, these are only the first steps. For better business practices that will help you rise to the next level, we have got you covered. Simply consult our Business Talk pages to learn more.