As Jeff Bezos so eloquently said, “Your brand is what people say about you when you’re not in the room.” The statement seems straightforward. But the process of building your brand is the difficult part. As an entrepreneur, you should commit to building a brand identity that resonates with your target market. So many people forget that businesses, especially those that are B2C, must have and portray a brand identity that will be the foundation of all future marketing initiatives. There are essentially 3 ways to build a brand: creating brand elements, secondary associations and marketing programs. However, before you start pouring your heart into your marketing strategy, take a moment and devise a market research plan. Investing in thorough market research is the only way to brand successfully.
How does an entrepreneur build a brand that will resonate with my customers? Though large corporations have more resources to create and develop a brand identity and conduct appropriate research, the process is practically the same. There are 6 steps to the marketing research process (click on the hyperlink for more details). (1) Defining the objective and problem (2) Determining research design (3) Designing and preparing the research instruments (4) Sampling and collecting data (5) Analyzing data and (6) Visualizing and communicating results. Though this seems complex, the hassle is definitely worth the effort. Following these steps, by conducting quantitative and qualitative research, will let you get to know your customers and their expectations of you. This implies conducting surveys, looking into credible secondary data, running focus groups, conducting interviews, testing for brand recognition, testing for recall, and associations. The goal is to know your customer enough to develop a brand identity that will appeal to them, compared to that of the competition.
If you don’t present your brand identity to the right people in the right manner, you missed the opportunity to acquire them. This will be time consuming and costly to reverse the associations people have already made with your brand. This is not to say that you can’t change your brand identity in the future. To the contrary, many successful companies have had to make brand-related changes in order to remain relevant over time. For instance, Victoria’s Secret was rebranded countless times before their angel wings took over retail, Apple nearly went bankrupt before becoming a staple in tech, and UPS used to be big and boring before it became personal and innovative. But, changing your brand image is costly and takes time. Keep in mind that you are a start-up, and will likely have a limited budget. Doing it right early on, will save you money, time and stress.
Whether you are an established business or start-up, there really only is one way to start off the branding process, and that is through market research and knowing exactly who you are targeting. We can’t stress this enough. Get to really know your customer early on. Drafting a brand narrative is strongly recommended. The objective of marketing is to create a lasting relationship, called customer retention, with the customer after the actual transaction has been made . You will only be able to do this once you’ve identified your customer’s problem, their expectations, and built a brand identity that they value.
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