Are you struggling to connect with your perfect clients even though you know that you have a great service or product to offer as a company? Are you wondering how to build a brand that will resonate with your customers?
If that sounds like you and your company, it’s time to start working on building an authentic brand story.
When most people think of a business’s “brand,” they think of their logo. However, a brand is much more than that: it is the authentic story of who you are as a business.
If you’ve ever wondered, “What is a brand and how do I build one that truly fits my company?” then we’ve got you covered.
Keep reading to learn the 5 simple steps of authentic branding and how to implement them into your own business!
The 5 Core Principles of Authentic Branding
Jerry McLaughlin writes in Forbes that a brand is “the perception customers have about [a] product or service.” You can control your customers’ perceptions by using your branding strategy to create an authentic story about your company.
1. Be Consistent
When customers think of your brand, they should know what to expect. This means that your style, your message, your colours, and everything else about your brand remain consistent no matter what platform you’re on.
Sure, you’re going to be creating different types of content for different platforms. A tweet is different from a Facebook post and that is different from a YouTube vlog. But your customers should know that your basic message and company purpose will remain the same, no matter where you are.
2. Be Flexible
Being consistent in your brand does not mean that you should never change anything about your brand.
Think about Blockbuster, who refused to change any part of their branding or business model when new competitors like Netflix and Hulu started popping up. Blockbuster declared that they were already successful, and they had no need to change.
Of course, we all know what happened to Blockbuster.
Being flexible while staying consistent in your brand story means that while your advertising, products, or services might change, your purpose always remains the same.
3. Put Your Customers First
This one’s a bit of a no-brainer, but don’t forget that your brand story should always be focused on your customers.
How does your company serve others? No one wants to hear about how great your company is; they want to hear about how your company can solve their problems.
Best of all, when customers are happy, they will spread the word to others. Building a good reputation for your company by providing the best customer experience possible is one of the best branding strategies out there.
4. Appeal to Emotions
Humans aren’t always the most logical creatures. Of course, it’s important to rationally justify the value of your product and service, but at the end of the day, customers just want to feel good about your company.
So make your brand tell a great story.
5. Be Yourself!
Last on the list but arguably the most important part of authentic branding: be yourself! Don’t try to force your company into a mould just because it seems profitable.
Instead, celebrate whatever makes your business unique. Build those individual characteristics into your brand, and you will attract an audience that truly values your company and services.
Perfect Your Brand Story
Now that you know how to build a brand, it’s time to put your knowledge into action.
Still need help with developing authentic branding for your business? Book a call with us today to talk about how we can develop a branding strategy that will work for you!