Posts

5 Reasons to have a better brand for a successful business. The reason No. 3

The reason number three is internal. What do you think is more motivating – to work in an average company and do a routine job, or to have a thorough understanding of what you are doing on this planet every single day? Many people want to do something important in life. But let’s face that the big part of our working life is a routine. It doesn’t mean that the job you provide is meaningless, it just seems so.

The first people who fully use these principles to increase their profit are now known as “Unicorns”. Recently, I read an interesting article on how an elder person is perceived as a part of the Unicorn culture” by being an insider, and even though he criticised it a lot, we can use a bright side of it.

  • Motivated workers are valuing their job and trying to do it better than the non-motivated ones.
  • Inspired employees are more creative and grateful.
  • As a result, the overall mood in the office is more peaceful. Obviously, happy people can provide more.
  • Happy, grateful people tempt to get into healthy competitions, to show the best they can do.
  • Motivated people are more loyal to their company.
  • Inspired people network better. Logically a company may grow its presence naturally just by “word of mouth”.

If you ever work with the boss who always yells at you, you know eventually you would leave. You know this company is not your future. You won’t put attention on your routine tasks if the company doesn’t value you.

If your brand can show its values to employees, it does a great job in increasing the revenue of an enterprise. And if the system established is right, people get it on their own. It’s almost an automated system which guides better people to your business.

So reason No 3. Having a better brand means to create a bunch of super motivated, loyal people who also convert the world around into your customers. Good brand means — healthy, happy, emotionally satisfied team. Because when buyers are purchasing your products, they choose your brand’s values, moods and promises and not just any other thing in the market.

Check all 5 reasons to have a better brand:

No. 1 “Branding helps you create a unique impression and gives you a chance to be memorable.”
No. 2 “The brand is in sharing the values and attracting like-minded people to your products and services.”
No. 3 “Good brand motivates your team and customers”
No. 4 “Branding helps you advertise effectively &creates a connection between the product and the customer.”
No. 5 “Brand adds value to your business”

Brand vs Personal Branding

Recently grabbed some random course on branding and jumped. Everything was so messed up. “The brand is you,” says the branding “expert”. Really? The girl who teaches this didn’t know what the brand is. The lessons are free and many people will learn this “truth”.

Do you want to know what is a brand and what is the difference between personal branding and branding for business? Let’s assume that you do 🙂

In a case of Personal Branding, People become brands. This practice helps them create a better connection, find more business or better jobs. But Personal Branding, when “You are the brand”, always based on the particular person behind. This concept is also called self-packaging.

On the other hand, a Company Brand is a promise which you share with your customers. The value, philosophy, style, qualities, experiences represent a single company. The brand forms an image in a client’s mind. People refer to this image any time they see your identity elements (such as a logo) on your promo materials. For example, when they see the Nike logo, they may automatically think “sport, dynamic, young”. So the Brand is a promise and the image in a customer’s mind. It’s not you, he or she. Every single person has his own image of the brand in mind. The only way you can control it is by providing consistent quality of your goods and relevant messages through various information channels. The primary goal is to create a connection between identity elements, logo, style, and your company products or services.

So, as you see while Your Personal Brand is You. The company Brand is a whole system and maybe not you at all.

Next time we will talk about who or what is going to become a Brand. You? Your Biz? Your Product?

Who to Brand. You? Your Biz? Your Product?

That happens quite often. Once the Business starts working, the owner decides to establish the brand. It’s a big responsibility; that means the stronger your business, the better experience you can deliver to your clients. And, here are three branding ways to choose.

The first way is to Transform You into a Brand.

Name your site with your name and promote your photos on every banner or poster you share. That works well for artists, dancers, Stylists, and Photographers or any other creative entrepreneur whose product depends on the creator’s personality.
There are pros and cons. If you are not comfortable with the publicity, it may be a bad idea. If you want to sell this business sooner or later, it might be difficult, but not impossible. A bright side – you don’t need to create much, the ready-made persona is already here. With some polishing and adjustments towards Leadership and Personal Branding – all is done.
Examples: Marina Abramovich, Picasso, Karl Lagerfeld

Second is to brand your company.

Creating a Brand for your business means to create a promise to your customers. The Product Quality, Presentation, Promotion Material all follow the particular rules to deliver a consistent and recognisable result. Once the buyer experiences the product, it also gets a set of information which goes with it and creates a connection between clients’ emotions and the brand.
There are pros and cons as well. It’s a tough job to create a very complex system which promotes your business even when you’re asleep. The brand has its value, it adds to the cost of the company if you want to sell it. You can delegate the work to other people as the enterprise isn’t associated with a particular person.
Examples: Disney, Lego, Samsung

The third way is to brand your Product

If your company has many products, you may like to brand products. Just like Unilever has Dove, Knorr, Lipton, Surf and many others. Their products, even compete sometimes, but it benefits the main company nevertheless. So if you have a broad range of goods, you may like to choose this method of branding.

After all, it’s all about the three “How”s. How are you going to present yourself, How you are going to attract clients, How you are going to make them buy your products or services?

5 Reasons to have a better brand for successful business. The reason No 2

Brand doesn’t only make you different than competitors. It also allows you to share you values and ideas and become much more than just a regular product or service.

Our example here will be more than obvious – Apple. Personally, I met many people who can’t imagine their life without Apple products. They speak about Android devices in rather a petty manner. As if they have all world and you, the little android holder has only a handle from the door to this world. Well, it may sound pathetic, but these people give a huge advantage to some smart marketers.

Check it out. iPhones and Macs share typical aesthetic which defines a minimalistic style in design for a few generations. Guess what these people buy? Yes, my friend, I believe you guess right. They buy other stuff in same minimalistic style. Means you can target them if your product or service share similar values like Apple.

You can define other groups of people that love other brands dearly. And you will find that they share similar values like the brands they like.

Usually, it makes the promotional planning a lot easier. If your target group prefers Mercedes, check their campaign. If they love Karl Lagerfeld, see what values Karl Lagerfeld promotes.

Eventually, you will create your values which your tribe will follow, but just for a start, follow the leaders and their tribe and get fast results from research they have already done.

So the reason No 2.

The brand is in sharing the values and attracting like-minded people to your products and services.

Check all 5 reasons to have a better brand:

No. 1 “Branding helps you create a unique impression and gives you a chance to be memorable.”
No. 2 “The brand is in sharing the values and attracting like-minded people to your products and services.”
No. 3 “Good brand motivates your team and customers”
No. 4 “Branding helps you advertise effectively &creates a connection between the product and the customer.”
No. 5 “Brand adds value to your business”

All you need to know about your Target Audience.

Target Audience is a core theme of any promotion, advertising campaign and of course, business strategy. It’s a particular group of people within the specific target market which is going to buy your product and listen to your advertising messages.

To sell successfully, we need to find these people. And surely we will start with an idea and imagination. Imagine your ideal customer who is this person and why is he or she going to purchase your products or services?

Not all consumers are the same. Some people will prefer to buy your goods and others will not. Some will love to buy from you but will not be able to afford it. So your main criteria, as always, is the capability and zeal to spend some money for your stuff.

Business needs to recognise what problem their product or service solves, or what demands it meets, to set the “target audience” .

And now let’s create our ideal customer.

The First level of understanding is Demographics.

  • What is the age of your TA?
  • What is TA gender (he, she, other)?
  • What ethnic/cultural/religious group your TA belongs to?
  • What is their income level?
  • Are they single or married or divorced?
  • Do they have children or do they support elders in the family?
  • What are they doing for a living?
  • What type of education they got?

Geographic Sub Level

  • Where are your customers located?

The answers will allow you to understand who is your target audience on a very basic level.

The Second level is Psychographics
This level is a bit deeper and requires some field work. Some marketers recommend following your customer to understand what they do during the day. (I think you can start with a few questions before you become a detective) –

  • What values your TA shares?
  • What interest and hobbies it has?
  • What type of lifestyle it has? (this is important to understand that we are dealing with real lifestyle and not the social media one. A lifestyle is defined in three main sections – activities, interests, and opinions).
  • What books or magazines they read?
  • Which sites they visit?
  • Whom do they vote for during election?

The third level is Behavioral. Dig deeper.

  • What makes them buy?
  • Who influences them?
  • What type of purchase do they love – online or offline?
  • Also, where do they read and how do they consume information?
  • How do they spend the day? (For example, people who drive the car to work will not be able to read a newspaper during this time, but will be able to get some audio information. On the other hand, the person who reaches the work by metro has plenty of time for reading, but may prefer listening to something on headphones instead).

A deep analysis of this level will help you get how to reach your customers.

Moving Forward

The moment you create a portrait of your ideal customer and research on it in real life, start asking them questions. Analyse the market. Do they like to buy your products if no why, if yes when? You may find out that your imaginary target audience has nothing to do with your product and you could make more money with a better targeting.

Once upon a time, we were working with the bra company which primarily sold one type of bra to teenagers for over twenty years. The product was very old-fashioned and we doubted that teenagers would buy anything like this. So we did a research and found out that product is doing pretty well. Except we were right, for the last 20 years, very few teenagers got it as a gift. The main buyers were ladies over the age of sixty. They did love cotton fabric, great range of sizes and super affordable prize. Could the client make better if he advertised to this group?

Want more? Read how to find your target audience.