(Our last blog established the importance of branding – today, we’ll discuss how.)
If you’re looking for a one-size-fits-all equation that guarantees success in branding your business, you’re out of luck. No easy recipe exists for establishing a dynamic brand. Branding is an imperfect science that incorporates a plethora of widely varying factors that do not lend themselves to a static equation. The only constant about branding is the need for constant change. What the market’s doing will always play a critical role in branding strategies. As will the most basic components which surround the company’s structure such as the continual need to monitor “Where are we now?” vs. “Where do we want to be?” Oh, there is one other constant about branding. The need for a solid brand is and will continue to be vital. Success in today’s business world demands it.
While there’s no exact formula to building a strong brand, these strategies will head you in the right direction.
1. The very first step has to be: Identify and understand who you are as a company. Assemble your leadership team around a table, supply pen and paper (laptops will work too) and individually put your story in writing. Then incorporate the various “stories” into a composite of who you are and what you’re about, wrapped around the unique personality of your product or service.
2. Pare the “story” down to a clean, clear, specific, yet condensed elevator-type pitch. Kyle Zagrodzky, President of OsteoStrong Franchising, LLC, says,
“Your branding must answer a few basic questions: who you are, what you do, whom you serve and why you’re the best. It’s the most stripped-down version of your story, so it’s important to tell it well.”
3. The next critical step is communication. Only after company leadership has adequately conveyed the brand to all employees, should the brand be introduced to the consumer. The key words here are adequately and all. It’s crucial that everyone from the parking attendant to the CEO fully comprehend the brand’s specifics and get on board with the brand’s philosophy. Only then can the brand be expected to impact the consumer. Consistent communication across all marketing avenues can then continue the brand’s promotion, riding on the heels of the company’s most vital ambassadors – their employees.
4. Then it’s time to pull out all the stops. Where does your target audience “hang out”? Find out and focus your energies and marketing dollars where those consumers who most need your particular product or service spend their time. Explore avenues for reaching, with brand awareness, the customer who isn’t yet aware of his/her need for your product or service, thus paving the way for continued growth.
Conveying your brand is easier and more successful when you’ve hired the right employees. Springborn Staffing understands. We specialize in matching Bangor and Portland, Maine companies with the right talent – talent that not only is qualified for the position, but also connects with your culture and brand. Don’t delay. Contact us today.
