There is a reason why a successful brand doesn’t happen overnight. It takes years of hard work, knowledge, dedication, consistency and experience not to mention building up business relationships and gain trust.
There are so many brands out there, in fact everyone of us is a walking, talking brand! It’s how we portray ourselves, what we stand for and what makes us unique that you can then start to develop your business and branding.
Some of the most trusted brands across the board that spring to my mind are Apple, Virgin, Google, Marks and Spencers, John Lewis and MacMillan.
‘The brands that will thrive in the coming years are the ones that have a PURPOSE beyond profit.’ Richard Branson
Why do I feel these brands portray trust?
Their brand image online and offline is consistent; They are honest and transparent with their advertising; they have built great customer service what you see is what you get, they can back up their brand with their missions and values.
They have been established through generations of families if your family, friends and colleagues have brought from them, then this will more than likely give YOU the trust you need to buy in to them too. But, look at BHS, this was all of those things at one time. A Company formed back in 1928 and what I would call a Household name on the British High Street along with Marks and Spencers. But how their fortunes have differed. BHS was the cheaper option and their branding never really changed with the times, they did not pick a consumer niche and their initial unique selling point and mission was no longer viable. They missed the mark with the younger generation with how they positioned themselves in the market.
Therefore their target audience grew old with them. These headline since the closures sum it up BHS a store that failed to battle it out on the High Street.
A quote from a 62 year shopper came out the store said; The store looks drab, the layout is not right, but she had just bought something for her mother. This says it all really, how even a brand name that has been around for nearly 100 years, by not analysing their target market or developing their branding to keep with the times will fail.
So, how do you go from a business idea to developing a successful brand?
Anyone can start up a global business and develop a brand, but what questions do you need to ask yourself for it to be a successful brand:
- What makes you different from everyone else?
- What does your business idea stand for?
- Are you consistent and visible in the market online and offline?
- Do I give an honest service?
- Do I listen to other people?
- Look at Politics but let’s not go there ay!
Start to write down your missions and values
This gives you clarity to focus on what you want your brand promise to deliver. Where do you want your product or service to sit in the market? Do you want your brand to attract the ‘elite’ the ‘middle market’ or to ‘the masses’.
Develop your own brand strategy. You need to understand your target market as your brand will need to appeal and attract them, BUT if you are a start-up company with no history, both you and the brand are going to need to work harder to set clear foundations.
You can throw thousands of pounds at your advertising and marketing, but if your message and brand isn’t on point it’s game over. Never underestimate the importance of your brand. Some brands as mentioned previously stand the test of time and always look classic, whereas others find it hard to position themselves or understand their customer base. Look a the Coca-Cola vs Pepsi War over the past 100 years! No war in my opinion, only one brand stands out as being the most consistent! Guess which? Well Coca-Cola have had the same iconic logo for over 100 years!
Creating a brand is pretty much a step into the unknown which can both be exciting and daunting. You won’t know if you are going to fail or succeed until it’s out there, that is why you need to make sure you have your brand strategy in place:-
- Research
- Plan
- Focus
- Be committed
- Have the self-belief to go for it!
I am a big believer through my own experience of the ‘magic’ happens outside your comfort zone.
It’s about creating a total brand experience.
I will leave you with one last thought, you have done all the hard work, you have a strong, powerful brand.
Getting the foundations right will not only gain trust, but will also help you attract your ideal clients who believe in the same values. Relationships built on trust and shared values are the ones that last. Now you can enjoy the benefits of being recommended by happy clients that love your message and what you do that is authentic to you.
