Without a doubt, Coca-Cola is a market leader in the space of carbonated beverages.
However, several cola brands around the world are doing exceptionally well, with Pepsi tailing a close second.
So, there is always a high chance other companies may also start selling the same products as you. Therefore, trying to keep up with competitors based on product quality alone is never enough, especially in this day and age.
The key to enhancing brand recall and ensuring that customers keep returning to you is building a brand, not just a business. Your businesses must be built on the foundation of core values, strong visions, and a brand story that inspires and engages your customers.
The online marketplace is filled with businesses battling it out to get the customer’s attention. In such a competitive environment, brands that take it too far with aggressive sales tactics may risk being called out as spammers, or worse, even be marked as scams or fraud.
On the other hand, businesses that succeed in this space are the ones that create an impressive story around their brand. This imprints their names in the minds of consumers and makes it difficult for competitors to seize their market share.
Through this piece, you’ll learn the basics of building a winning brand for your customers:
- Know what customers want
To strike a chord with your audience, it is crucial to understand their overriding beliefs, their expectations from brands, as well as their needs. It is not enough to come up with memorable jingles; you also need to understand the average consumer’s language to be relatable. This must reflect in your marketing communications.
Market research will not only help you come up with effective campaigns but also reveal problems that customers may face. This realization may also drive product innovation in your company.
- Build a core purpose
21st-century consumers care deeply about your core values and whether your business goes beyond selling products to create an impact. They want to know what you believe in.
How does your business make a difference in people’s lives? What’s your USP?
These are the questions you should ask yourself when you set out to chart a mission statement for your business. When introducing a new product or creating a new advertising campaign, your teams must come back to your mission statement to ensure that the messaging remains consistent.
- Have a unique voice
Your brand voice is the tone and language you adopt while interacting with your customers. It can be professional, peppy, conversational, and even humorous.
To come up with a unique personality for your brand, research your target demographic, study your competitors and your niche, and understand the reach of your product. If your brand voice resonates with your target audience, you have a high chance of making a great impression on them.
This is a starter kit to building a customer-centric brand and unique identity that works for your business 24/7. Branding is always a work in progress. However, these tips form the core when you set out to build a successful brand from scratch!
Faisal Abidi
