5 Tips You Need to Know for Effective Brand Development
Now more than ever, memorable brand development is important.
A company’s brand is more than a logo and motto. It is that company’s identity. It represents credibility and high-quality.
Moreover, products come and go. What sells well now, even if it is an amazing product, will not be remembered in five years.
The same cannot be said of an effective brand. A brand will be remembered long after its greatest hits go out of production.
For that reason, developing your company’s brand is the most important aspect of marketing.
The Importance of Brand Development
Like all aspects of marketing, brand development entails tapping into consumers’ psychological workings.
Brands convey a sense of safety. When customers buy your products, they’re really buying you.
You provide them with peace of mind and a sense of comfort. They can trust that the product they’re buying is a well-made, high-quality item. If for whatever reason it isn’t, they can tell you and you’ll make good on their investment.
That trust is key to your success.
Returning customers are easier to sell to than one-time customers. They have none of the doubt that one-time customers have.
Moreover, returning customers equal multiple sales. As their name implies, one-time customers buy only one time. Returning customers provide you with more revenue in the long run.
They return time and again because they trust you. They trust your brand.
Let’s review five tips for effective brand development.
5 Tips For Effective Brand Development
Truth be told, we could review several tips for developing an effective brand. But if we did, we’d be here all day!
Below, we’ve selected the five most important tips to take into consideration during the brand development process.
1. Make Sure Your Brand Name Is Available
A brand is a unique stamp. When customers think about your brand, they should think about only your brand and no one else’s.
You don’t want a name that is similar to a brand name already in existence.
Before settling on a name, double-check what’s already available. There are a few ways you can go about reviewing taken names.
First, search the Trademark Electronic Search System. TESS is a database containing all registered trademarks and pending applications therefor. It is free to use and will show you if any current trademarks bear a resemblance to your brand name.
Second, search Google. Simply type in your brand name and see what pops up.
You should also search your brand name plus your location so you can comb local businesses as well.
2. Choose A Simple Brand Name
Your creative mind will likely be tempted to come up with a clever brand name. You may want to combine a few words or else create a pun.
Do yourself a favor and don’t.
Oh sure, there are the occasional two-word combos or puns that work. Facebook and Campsmart are two popular brands that have a compound name. A locally-owned clothing repair and alterations store called Sew What! got Internet recognition for its name.
Their success doesn’t guarantee yours.
When it comes to branding, it’s best to play it safe. The human psyche is fickle and easily distracted. Plus, your initial wave of customers has no reason to give your brand a second thought.
You want to give them a name they can easily remember, even if they only glance at it.
It’s best to follow the two rules of thumb when it comes to naming.
First, pick a name that’s easy to spell.
Even customers who enjoy your brand will have difficulty passing it on to others if they can’t spell your brand. Additionally, potential customers will have a hard time conducting an Internet search for your brand.
Second, pick a name that’s easy to say. An easily mispronounced name lends itself to misspellings. Again, customers will have trouble passing your name around and searching for you.
Amazon, Apple, Target — they’re all easy-to-spell, easy-to-say brand names.
3. Build An Online Platform
Brand development isn’t just about creating a great name. It also includes building an online platform.
These days, having an online platform is an unwritten rule of developing a brand. Maintaining an online presence does a few different but valuable things for your brand.
First, it lets customers get to know your brand.
A simple Google search will take them to your website and social media accounts. There, they will read your content, view your design, and see your logo.
Second, an online platform lets you engage with your customers.
Customers appreciate brands that engage with them. It shows them that you don’t just see them as potential sales.
Social media and websites contain nearly limitless engagement potential. Likes, reblogs, replies, blog comments, e-mail lists — you can engage with customers in a variety of ways via the Internet.
Engagement also is an opportunity to get customers’ feedback.
4. Get Creative While Building Brand Awareness
Building brand awareness takes a creative mind. You have to hit every opportunity to grow your network of customers.
Popular awareness tactics include giving away freebies, placing wrap ads on cars, and offering content for a reduced price.
The Internet has expanded the possibilities. Now you can host a podcast, hold contests on social media, and set up PPC ads as part of your awareness-building strategy.
5. Be Consistent
One of the most important rules of brand development is to be consistent.
It does no good to create a company identity and then contradict it.
All communications, be they support tickets, Facebook posts, or website content, should contain similar language. Additionally, logos, colors, and designs should match across the board.
For example, let’s say you run a financial business. Your financial website colors are blue and green and your logo text is in Ariel font. However, you make your Twitter color red with a banner that features your logo text in Times New Roman.
A customer looking at both would be very confused and think your website and Twitter belong to separate companies.
Need More Brand Development Tips? Contact Us!
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For more brand development tips, please feel free to contact us today!