Building and Maintaining a Successful Brand
Best friends—they just seem to click perfectly. The same feelings often apply to favorite brands, because the innovators behind them get into consumers’ heads, figure out what they really need, and offer a clear, easy-to-use solution to the problem at hand.
Thanks to this strategy, consumers trust certain brands and are eager to purchase and recommend their products. They also are great promoters when new products and services are introduced. Obvious example: Apple.
So how does this apply to startups? In every way! When it comes to building and maintaining your brand, successful branding agencies like Aveya Creative stick to a simple guiding concept: "Keep it simple and sincere."
Prove why you’re useful. First things first: no matter how innovative, your concept must be useful in order to start building a brand around it. Even the most beautiful logo in the world is not worth the investment of time, effort, and money if it’s for a useless product or service for which target markets have no need. Being a useful brand relies on correct targeting. it may take several pivots to settle on the optimal target audience where users have the most pressing need for your solution. It can be a painstaking process, but remember: patience is a virtue. Legendary branding goes well beyond visual identity. The concept driving the brand must provide a solution to a pain point or fill a gap in the target market, and offer a memorable experience to go along with it.
Keep your brand promise. A brand is a special promise: it conveys the passion of its creator and represents the value to connect with consumers emotionally. Think of Johnson & Johnson baby products. Parents trust this brand above many competitors because of the clear promise it offers to take care of their precious baby’s skin.
Make it simple. The brand must be simple to understand. Any consumer, at least within the target audience, should be able to comprehend within seconds what the brand does and how its proposed solution is worth their time and money. For example, Google is instantly synonymous with searching. When a someone needs to search for something, they Google it.
Be user-friendly. The product or service offered by the brand must be simple to use: the term“user-friendly” applies to more than just websites. If consumers cannot use something easily they’ll stop purchasing it and—even worse—spread negative feedback that will keep the brand from gaining new customers. A limited number of features leads to a captivated audience. It is important to resist the temptation to bombard consumers with attributes. Focus!
Be sincere. Successful brands say what they do and do what they say. A brand makes promises to consumers. Those promises must be kept or that brand will disappear. Basically, make sure the solution functions, is reliable, actually solves the problem it says it will, and that the branding aligns with these deliverable promises.
Be dedicated. Customer service is imperative—preferably in the form of real people, not bots, answering phones, chats, and emails. Representatives of the brand at every level (especially the customer facing employees! should be empowered to improve a customer’s situation on the spot without making them wait for a manager or get looped back into a dead-end conversation with that dreaded automated voice. Redbox is great at this: for any issue with a DVD rental, you can call their toll-free number and speak to a real person who gives a code for a free rental in seconds to make up for the inconvenience. Done and done.
Show your enthusiasm. Entrepreneurship is about passion. Startup brands, even more than corporate brands, have the chance to shine thanks to the enthusiasm of their creators and early adopters. The unique selling points of a startup brand must be in the forefront across internal and external communications to educate employees and consumers on why the product or service is so great.
Strong branding is the foundation that supports all marketing activities and is key for the success of products and services across a variety of industries. Thankfully, social media and the proliferation of online platforms have made it a lot easier for consumers to connect with one another. Be sure to implement the tips above to ensure positive feedback all around for a successful top-of-mind brand.