Five steps of getting a brand out there in an already saturated market.

People love systems, step by step guides, roadmaps, so they ask about it. Consider this is the checklist of the top 5 methods that you will apply to your brand sooner or later 🙂

Clarity

Successful Branding is always about clarity. Unless you know who your clients are, it’s difficult to reach right ears. Clarity on this comes with research and tonnes of interviews with your potential prospects. Once they tell you what problems they have, you are halfway through. Now you know what they want.

Offer

Build your offer based on customers’ desires and add in it what they need to achieve results. Offers that sell theory sells poorly and rarely bring returning customers. Those people who got results will buy again and will invite more customers.

Five steps of getting a brand out there in an already saturated market.,

Positioning

Brand Positioning is powerful. What place does your brand take in a customer’s mind? Do they know what your brand is all about? Do they know why your brand does what it does? Do they know what your brand stands for and where it leads customers?
Positioning answers a few questions: Who does it? Who is the target audience? How it is beneficial and different? And why clients can trust this brand?

Authority

So if you follow the lead by now, you already know: to whom you sell, what you sell, and why they buy. It’s time to build an authority. A good product is never enough. Great marketing and branding help clients to make a choice in a crowded market and join your brand tribe. How to achieve it? The valuable content that brings result and a logical addition to the curated content will do it for you. People need to see you as the go-to expert, they need to know that you know your subject and can help them to find the solution. They need to know that you know this subject in depth and ability to help them.

Awareness

Ok, now what? You have a lot of content, and you post it to your blog, but nobody read. Posting to your blog is not enough. You need to show up via social media. You need to visit offline meetings (depends on your business model). You need to communicate as much as you can. Give interviews, take interviews, take part in public events. Be present on professional networks. There are thousands of ways how you can spread the word and it is different for every business. Find your way to be visible and find some eyeballs for your content.

P.S. We all know that valuable content needs an excellent wrapping. Join brand + Photo School and become the Creative Director of your business.

What makes a strong brand?

Bill Bernbach once said — Word of mouth is the best medium of all.

A strong brand belongs to people. They want to communicate with it, build the relationship with it, they are eager to recommend it and be a part of its tribe.

Strongest brands always research what they customers want and what they need. They deliver the best possible result consistently. Frankly, over the years the word “brand” becomes the synonym of quality. Ever heard the phrase “branded product”. People are willing to believe to brands. Why? Because brands have a reputation and consistent delivery of the great customer experience. Strong brands always look ahead. Today’s target audience for them are children of their buyers.

Brands give more. If you research the most popular brands, you may find that many of them have some charity program. They lift up weak because now they are strong. And if you think that they do it just for a good publicity you are wrong. I worked with many huge brands that do their charity silently. They provide medical services in small villages. They build free education programs and help those in needs. And they never advertise it, so you have no idea about it. How do I know? We designed their reports for the partners who they want to involve in charity. So I know big brands are often busy with good deeds.

Strong brands are innovative. Once you build a brand, you can’t stop. Kodak and Nokia paid a huge price for being slow, so as many other once leading brands. Brands are constantly evolving. They create trends instead of following them. They keep an eye on new things and improve all so that their customers always feel happy that once upon a time they chose this brand.

How to set up a consistent and appealing brand that appeals to a large audience

To reach a wider audience, first you need to conquer the small. When you begin your business, you had to do a prep work. I wrote about it on the topic “How to Stand Out in a Crowded Market“. If you check your ideas with free resources and start selling, you probably have a business that works well by now.

Well” means three things:

  • People know what solution do you provide
  • They know how your solution is beneficial to them and how it transforms their lives
  • And they often buy.

That also means:

  • You know who is your Ideal Client
  • What are their Needs, Pain points, Dreams, Desires
  • You also have a step by step process to solve the problems they have

If all the points are in the place, let’s move towards a larger audience.

How to set up a consistent and appealing brand that appeals to a large audience

There are two ways to look at it:

Marketers will propose you to sell your products via ads. It’s a great option that can bring you money quickly. However, once another player who sells a better product appears in the market, you may find that people are going to buy from new players, not from you. The decisions to focus on product quality against the brand needs and vision affected many brands. Kodak chose to focus on film, while they were pioneers of digital cameras. Nokia shifted to smartphones quite too late and not very successfully. We all know what happened to them.

However, you may focus on your brand, create mission and vision and start building and authority around it.

Ex: Steve Jobs built Apple around his vision.

  • First, become an authority in your niche.
  • Second, increase awareness of your brand.
    If you want to know how to build a brand, you may like to join Brand + Photo School.

Brand awareness allows your prospects to see your leadership quality and accept them. Once they believe in you, they will want to learn from you or work with you.

Here is a little trick: Brand awareness comes from three aspects; authority, consistency and clarity. In other words, you have clarity on what you do and where you lead your tribe. Next, you create an authority around it. Then you spread awareness consistently.
To start, choose one media that suits your talent. If you like to create videos — choose Youtube, Facebook, Vimeo, if you like to write — choose Twitter, Medium and Facebook, etc. Post one or two entry every week to your preferred media. Write guest posts. Participate relevant groups on LinkedIn and Facebook and help people out. Build your authority with help to your clients — share their results, testimonials and stories.

Along with this, you can start adding advertising. Facebook ads allow you to be in your customer’s timeline all the time so think about what you would like to share.

And one more moment: You need to engage with your clients. It doesn’t matter if you have 10K followers on Instagram or Twitter or in your group. If you do not engage with them, you will be alien to them. Connect with your audience individually, write your emails as if they are messages to your best friends. Genuinely care about them so that they can feel it.

All these methods will help you to build a brand that turns your buyers into brand ambassadors. If done right your clients will advertise you and as William Bernbach said: “Word of mouth is the best medium of all.”