Small Business Tips

How to Brand Your Business: The Complete Guide

Have you ever thought about how to brand your business? An effective brand strategy is important when it comes to marketing your products or services.

Having a strong brand can ignite customer recognition and give you a competitive edge in the market.

When your brand shares the same values with your customers, it can enhance the credibility of your business. This can lead to customer loyalty and an increase in your conversion rate.

If you’re struggling with your brand strategy, don’t worry. We’ll share everything you need to know on how to brand your business and offer some tips to help you get started.

1. Research your competitors

Start things off by studying your competitors and take note of their branding approach. Use these insights to inform your branding strategies for online and offline channels.

The data you collect will tell you what customers are interested in with your competitor brands. This will help you understand which methods work or need improvement.

Use analytic tools such as Ahrefs, Buzzsumo, or iSpionage to research the market. By assessing relevant keywords and content, you can see what strategy will deliver the most conversions.

When researching competitors, take note of a few things.

Types of competitors

First, identify your direct, indirect, and replacement competitors.

Direct competitors are businesses that target the same demographic as you. They offer similar products or services to your company.

Consider the following when researching them:

  • Company background. Date of establishment, important events, locations, business descriptions, and product lineup. Evaluate whether you can consider them a competitor.
  • Annual revenue. By observing revenue patterns, you can measure the growth rate of your competitors.
  • Market shares and sales trends. This data will give you a rough sketch of the size of your rivals and the impact they bring to the market.
  • Customer persona. You can determine which segment to target by knowing potential customers that might buy or use a product – more on this later.

Indirect competitors target the same customers or aim to satisfy the same needs. But, their products or services are slightly different from yours.

For example, McDonald’s is an indirect competitor to Pizza Hut. They both provide food services, but their products are different enough not to be in direct competition.

Replacement competitors are companies that offer new solutions that may replace your product or service.

Think of online transportation services like Uber and Lyft. They offer an alternate solution to taxis and public transportation, so they can be considered replacement competition.

Once all the relevant data is gathered, you can organize everything using filters like product quality, customer service, or pricing to gauge your business’ competitive edge in the market.

You can also conduct customer surveys to see what they think about existing competitor products and services.

SWOT analysis

Using the insights combined from assessing competition, target customers, you can then perform a SWOT analysis.

SWOT stands for strengths, weaknesses, opportunities, and threats.

It’s a visual aid that helps you organize all the information into a general overview of an enterprise’s market position.

These will highlight internal and external factors you can control and anticipate.

From there, you can create a brand positioning plan, where you align your competitive advantages with what the target customers expect from your brand.

This can help you lay down the first steps of branding, such as a business name, logo, choosing fonts, and a color scheme. Make them meaningful, clear, and catchy.

When brainstorming a logo, you can make a collage or a mood board of designs, colors, and texts.

You can use online tools like Zyro’s Logo Maker to help you design a unique logo for your business in minutes – no technical skills necessary.

Design your business logo using Zyro Logo Maker

All you need to do is to enter your brand name, choose a layout, pick a shape, and customize it to your liking.

You can make as many logos as you like and download the PNG file.

2. Know your market and target audience

Once you’ve picked a target audience, you will need to collect data to understand it better and create a buyer persona.

Quantitative data like age, gender, income, and location are a must. But try to include qualitative information as well, such as interests, behavior, and lifestyle.

From the information gathered, you can build a representation of your ideal customer base. In other words, a buyer persona helps you form a brand voice that speaks to your target customers.

A buyer persona gives you insights on your customer’s decisions and attitudes when choosing a product or service.

When you tailor your approach based on your customers, you build trust and eventually attract more buyers.

3. Create a blog

You can use a blog to promote your product or service while building your brand identity through content marketing.

If you don’t have a blog yet, the Zyro Website Builder lets you launch one in four easy steps:

  1. Join Zyro and click Create a Free Website.
  2. Choose a template to Start Building.
Choose one from my available templates for you website
  1. Customize it to your heart’s content. Use your brand identity, from your logo, color scheme, fonts, to your brand’s unique voice. Distinguish your website from competitors’.
  2. Preview the changes and click Save once you’re done.
Zyro Website Builder template example

You can use Zyro for free.

Upgrading to the premium plan gives you more benefits. You get a custom domain, more bandwidth, storage, and Zyro ads will be removed.

Now you can create a blog and start publishing informative posts. Keep in mind that the articles should be relevant to your business. If you want to increase website traffic, post regularly.

We also offer an AI Writer that can generate content related to your industry. Use the suggestions as ideas and outlines to get you started writing your content.

Zyro AI Writer is here to work for you

4. Focus on your best qualities

To make your business stand out, make sure genuine experience speaks for your reputation. Maximize the advantages that you have and center your branding campaign around that.

Don’t compare the qualities of your business with big companies or better-funded brands.

Go with the mindset that whatever your competitors can do, it’s also achievable with your own unique attributes.

For example, if your brand’s best quality is responsive and helpful customer service, you can invest more in hiring the best representative. Make this a significant feature of your identity.

Zyro is proud to be the only website builder platform to offer a support team that is ready to help our customers 24/7.

5. Outline the brand’s purpose

Now it’s time for you to define your brand’s intent based on the values you strive for. This includes your company’s vision and mission.

Your vision should contain the company’s ambition and purpose. Meanwhile, your mission is what you’re setting out to do and how you’ll do it.

Successful brands always have a powerful message behind them.

Airbnb, for example, focuses its identity on providing a place that feels like home. Meanwhile, Facebook intends to bring the world closer together with their network.

A brand’s purpose should speak to customers on an emotional level. But, it has to be realistic, actionable, and consistent at the same time.

6. Use multiple channels

To ensure the reach of a wider audience, optimize your digital strategies. Plan out the blueprints of your content, email, and social media marketing.

Digital platforms allow you to easily target the right segments using the right content at the right time. You can track campaign progress and data live, letting you adapt quickly.

The barrier-free nature of online platforms also enables companies to interact and engage with customers directly, especially with the rise of social media.

There is a good reason why 86% of people use social media to keep in touch with brands.

You need to make sure your brand’s presence and voice are consistent throughout your online interactions.

You can integrate social media feeds and buttons to your blog, so your audience can connect with you directly.

Use images and videos in addition to text-based content. Videos are particularly useful, considering that 64% of consumers purchase a product after watching one.

Email marketing has an average of 122% of return on investment. So don’t throw away your email list and use it to spread your brand.

If you don’t have an email list, a newsletter subscription is always a great way to collect customer emails.

Also, try to build online brand authority by associating your company with other reputable names in the industry.

They might be your rivals, but they can help your brand visibility by proxy. Plus, healthy competition with a touch of mutual respect is beneficial in the long run.

Facebook pages are excellent for such a purpose. You can use your company page to like other relevant pages and feature ones you’re in partnership with.

7. Give your brand a unique personality

Seeing as the ultimate goal of a brand is to establish a connection with its audience, it’s essential to give your brand a human touch.

Be unique

There is no one-size-fits-all formula, but you can always start by weaving an authentic narrative based on your goals and values.

Since 90% of consumers look at authenticity before supporting a brand, it’s crucial to build a human personality.

However, it’s easier said than done, since less than half of brands resonate with authenticity.

To create an authentic but unique personality for your brand, your story should be straightforward. Assure your consumers that you’re just like them, and understand their needs.

Fix problems

Your products and services are meant to solve their specific pain points.

Take Patagonia, for example. As a brand for outdoor and adventure gear, their primary mission is to create durable products that allow their users to connect with nature.

As such, while their brand personality is rugged and adventurous, it’s also environmentally conscious.

This is reflected in their activism and campaigns, with Don’t Buy This Jacket campaign and Worn Wear program being two of the most notable examples.

Be consistent

Aside from proving your values through actions, you should communicate your brand personality consistently across all platforms to avoid confusion.

A unified brand presentation can increase your revenue by up to 23%, especially with 90% of users expecting consistency across all channels when it comes to the brand experience.

Another important part of building a brand persona is relevancy. You should speak in a way your customers can understand and relate to.

For instance, if your core customers are teenagers, avoid using a formal style of communication and approach them more casually.

Wendy’s sassy Twitter persona is a brilliant branding example that appeals to younger audiences, focusing on delivering entertaining engagement.

Brands like Microsoft, on the other hand, present themselves as serious, reliable, and competent, which makes sense considering their target audience.

Your vision, mission, values, and customers are the guiding elements of branding; brand personality is that collection personified.

If you’re not sure where to begin, following frameworks such as the Aaker brand personality model might be a good start.

Why is branding important?

With branding, you can set the right image for your customers.

No matter how good your services or products are, first impressions matter. It’s how potential customers decide whether your business is worth their interest.

When you make a good impression, people are more than willing to advertise your business by word-of-mouth.

Surveys that customers are at least three times more likely to recommend a brand if it’s emotionally engaging to them.

Through consistent engagement, a connection can be nurtured – leading to brand loyalty. You’ll have 60% to 70% more success selling to an existing customer base than new clients.

Brand loyalty affects the way customers perceive the value of your product. Loyal customers will be willing to spend more on your brand.

High-end names like Chanel or Apple do exactly this by boosting their product appeal using brand prestige.

Fundera states that 92% of customers consider price and value as the reasons they’re loyal to brands, while 43% of customers specifically spend money on brands they care about.

A whopping 70% of consumers recommend brands that offer good loyalty programs.

Brand strength is beneficial from a financial standpoint, too. After all, 82% of investors are willing to support companies with a strong brand.

As you can see, a brand is a long-term investment that can benefit your business greatly.

Branding your business recap

A brand is a valuable asset that can make your business attract more customers and increase income. With branding, you can communicate the values your company stands for.

Aside from providing quality products and services, you need to improve your brand. Let’s recap on the steps:

  1. Research your competitors
  2. Know your audience
  3. Create a blog
  4. Focus on your best qualities
  5. Outline your purpose
  6. Use multiple platforms
  7. Give your brand a unique personality

Go the extra mile and invest in building a brand. You’ll eventually see noticeable growth in sales and profit.

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