Branding for Success

Develop a Consumer Focused Brand Blueprint

Just what is branding and is it really necessary for my business?

Be honest. Do you really know what branding is? It’s okay. Most companies, staff or entrepreneurs are unsure about the ‘process of branding’ and what it can do for their business. There are many people who believe that branding is advertising and given that advertising is an expense, the concept of branding is immediately shut down.

Don’t feel bad. Fifteen years ago when I set out to establish my first apparel brand, I didn’t have a clear idea of what branding was all about, and yet I knew that something was missing; something that would increase my sales and create awareness to get my brand recognized in the market. Months and months of research, courses and café consultations, I learned what branding is and the impact that it could have to my business.

Let me first tell you, branding is not advertising, yet let me share with you what branding is. Branding is all about perception and satisfying the needs of the consumer. Branding helps customers in decision-making, creating a perceived knowledge of what they are going to buy…before they buy it. Perception is the belief the consumer holds in his or her mind about your product or service.

I know, you’re asking, what does this have to do with me selling more of my products or services? If you’ll stay with me for just a few more paragraphs, I’ll show you how this can make a big difference to your business.

You see, people buy one product or another based on the ‘perceived benefits or solution’ they believe your product will offer them. For most consumers, the perceived benefits are unconscious. The first secret to branding is to clearly and concisely identify your target market. The second secret is to then create your brand personality so that you will attract your target audience to your brand. The closer your brand personality is to theirs, the more likely they are to buy from you.

Then there is your brand positioning. How are you positioned in the market place? How do you stack up against your competition? What is your product or service known for in the marketplace? What is your value positioning?

Identifying your target audience, knowing your brand personality and positioning are just some of the components of the branding process, otherwise known as your brand DNA or brand platform, or brand blueprint as I like to refer to it. The brand blueprint is what provides the building blocks of a successful brand. Just as an architect needs to have a blueprint to give him or her direction on how to build a structure, you too need a blueprint that outlines to you, your staff and the consumer what your brand is about. A brand blueprint ensures that everyone, and I mean everyone, is on the same page as to how the brand will be conveyed to the consumer in terms of your colors, font(s), logo, personality, positioning, and the tag line.

It may sound difficult and tedious; I’m here to tell you that it is not. The good news is that you don’t need to hire an expensive brand consultancy firm to develop a brand blueprint. I am of the belief that no one can do a better job at developing the brand blueprint for your business than you. You’re the one that knows the business inside and out. You’re the one who knows the company history, your products and services, what worked and what didn’t.

If I could show you how Experiential can help you easily and effectively design a brand personality and brand positioning that that will align consumers with your brand and increase your sales, would you be interested in knowing how to do this for your company?

If I could demonstrate to you how Experiential can help you make an emotional connection with your target audience so they can see the solution you provide (as opposed to the product you offer) which results in greater sales, would this be worth 1-2 days of your staff’s time to teach them how to build an on-going emotional connection?

If you are looking to accelerate your business by building brand equity, increasing your leads and boost your sales, would allow me to share with you in-house our step-by-step process so you can create your own brand blueprint?

If the answer was yes to any of the above questions and you’re ready to discover how your company can design a customized brand platform, then I invite you to contact us. Let’s chat over coffee or tea. You can also click here to find out more about the learning outcomes of the Branding for Success, Develop a Consumer Focused Brand Blueprint workshop.