Building a Brand; Steps 1, 2

Did you know that today’s average consumer faces a barrage of up to 3,000 advertising and promotional messages every single day? And, did you know that a brands is a  promise that you make to your clients?  The fact is, branding is the process of developing consumer beliefs and perceptions that are accurate and in align with what you want your brand to be.

***This is the first article in a series of 3 on Building a Brand; Steps 1 & 2, Building a Brand; Steps 3 & 4, and Building a Brand; Steps 5 & 6.

Step 1 – Market Research

You have to figure out which people are most likely to want what you’re selling.

  • Who they are
  • Where they are
  • How they’re best reached by media
  • What kinds of messages or offers will motivate them to buy
  • What kind of buying experience will make them satisfied and loyal to your brand

NOTE: If this is a new product or service, describe the customer most apt to buy from you.

1. Ask yourself what your ideal customer looks and acts like

Mapping out geographics – Gather information off business cards, invoices, or your sales records.
Detailing demographics: gender, age, income, ethnic info (languages)
Behavioral patterns: outside interests and beliefs, where they are likely to congregate

2. What needs and desires are your customers trying to fill when they purchase your product or service

What motivates your customers purchase decisions; design, quality, prestige, luxury, easy fixes
How do customers approach your business; phone, mail, online, recommendation, referrals
How do customers purchase your products: impulse, careful consideration, cash payments

3. What sets ideal customer apart

Do your most ideal customers buy the same kinds of products with similar options
Do they buy because of the prestige or expertise associated with your product or service
What attributes of your product or service do you think your customers value most highly
How does your ideal customer buy; on impulse, in bulk, on sale, special offers

4. Focus on contact signals

Where are your inquiries coming from; emails, phone calls, social networking sites
Which of your marketing contacts work and which don’t; email, social networking, direct marketing
Follow up on inquiries and contacts and find out what and where they purchased

5. Why Customers Buy from You

What does your business do best
What do customers buy most from your business
What aspect of your business gets the most attention
What services do you offer or promise that your competitors don’t

6. Sell what people are buying

What web pages are they visiting
What marketing materials do they respond to
What products or services are selling consistently

7. Other places to go for facts and information

Visit the web pages of your competitors, check out their demographics
Search organizations that serve your industry; statistics, geographics, demographics
Join industry networks, groups, forums

Start with passion and build from there. If your brand doesn’t have heart and soul in it, no amount of research will make it work. Sometimes you have to go with your gut;

Steve Jobs, vision to build personal computers
Walt Disney, started with cartoons, built recreation parks
Martha Stewart, started catering, national example of good taste & style

Step 2.- Positioning your Brand

Positioning is the process of finding an unfulfilled want or need in your customer’s mind and filling it with a distinctively different and ideally suited offering.

1. Finding a position of your own

Fulfill an unfilled need – find an itch and scratch it
Specialize to create a new market niche
Transform an established solution; computers to laptops, books to eReaders
Discovering an all-new solution; like an invention

2. Figuring out what you do better than anyone else

USP – Unique Selling Proposition, or Point of Difference
Deciding which customers you serve best
Avoid copying someone else, find your own position by filling an unfilled need.

3. Write a positioning statement describing your product or service, your market, and the point of difference that sets you apart from your competition.

Include the following;
1. Name of your company or product
2. Your business description
3. A summary of your point of difference
4. Your customer profile

EXAMPLE:
“Lynn Albro, Internet Marketing Coach, uses simple SEO and Social networking techniques to to assist Northern California Realtors and small business owners with the goal of leveling the playing field by working smarter, not harder.”

Ask yourself these questions…
1. Is it believable
2. Is it consistent with what people believe to be true about you
3. Can you consistently deliver the distinct attributes stated
4. Can you package and deliver your point of difference consistently

Here is the link to the Training Video – Building a Brand; Step-by-Step
NOTE: You may have to Sign Up for the FREE training video

Related articles – Building a Brand; Steps 3 & 4, Building a Brand; Steps 5 & 6

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