Brand Building The Easy Way
Discover Your Brand Narrative
Some experts may suggest you research your potential market first, but if you’re going to build an authentic (lasting) brand you need to first understand your brand and what you’re trying to achieve. What’s the story behind the brand? What are the values you won’t compromise? What is the message? Once you’ve established these you can create a narrative of what your brand is (and isn’t) and only then should you move on to see how and where it fits into the market.
Brand hack: “Whether your product/service is unique (enough) and ‘brandable’ (strong message) will determine its future…”
Research & Discovery
UNCOVER & UNDERSTAND YOUR MARKET POSITION
High-quality research will uncover niches, prospects (targets), competitors, threats and a direction for your business you may not have thought about.
“In the land of the blind, the one-eyed man is king!”
If you don’t know what your market is, how will you even know if anyone wants or will buy into your story (buy stuff) and become a customer?
This phase will give you the tools and information you need to establish a STRONG position for your brand. Without this stage you’re basically going to spend a lot of time hoping and guessing!
Design Based Thinking
GET YOUR CREATIVE ON…
Once you’ve established your brand narrative and market position its time to get creative…
This is potentially the part where you may need outside help. If you don’t have a creative bone in your body then you SHOULD seek the help of a proficient graphic designer. Give your Brand story and market understanding to your chosen creative and they will be able to work with you to create a logo and graphic identity that visually represents your brand.
YOUR LOGO ISN’T YOUR BRAND!
Your logo and subsequent media are an ICON of what your business represents, that’s all a LOGO is… Don’t let anyone con you into believing (the logo is) anything else.
CREATE YOUR FUNNEL(S)
You have your shiny new logo, an idea of your story (pitch) and the market(s)… Now you need to create a strategy to get your brand seen by as many people as possible.
There are many ways to enter the market but so you’ll need to prioritise which works best and add various FUNNELS to this as your brand develops.
You can’t rush this process but you can follow a road-map that has been established by people that have taken the journey before you…
Target, Test & Convert
DISTRIBUTE CONTENT, MEDIA & ADVERTISING
Now you know which channels and funnels you’re going to use, it’s time to prepare and implement your various media to bring your prospects into the funnel.
You can use printed ads, web design, paid traffic, social media and video to drive people into your funnel.
Which media funnel you choose and when you use it should be backed up by the previous processes.
Over time you’ll use (and test) multiple channels to reach your targeted prospects and each will need to deliver your brand, its story and match narratives with your potential customer to facilitate the buying process.
ANALYSIS & MONITORING
You need to decide how you’re going to define and measure success for each funnel and channel… Is it a single/multiple product sales? A sign-up? An enquiry via web-forms? A call or perhaps voucher use? Once you have established how you rate ‘success’ you’re usually already ahead of the competition!
Each funnel/channel should be constantly analysed, monitored and tested against this measure. When a funnel works then analyse to find out why and see if you can improve the result. If its failing decide if it just needs tweaking or replacing. Do not get attached to failing ideas/campaigns, change them or waste time and money at your brand’s peril.
You don’t have to obsess about this but the more you test and sharpen your focus the better results you should get.
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