Build your brand image

“Marketing is about values.” – Steve Jobs

Your brand image should reflect how you want your business to be perceived and appeal to customers. The core component of your brand is what will set you apart from the rest. In a crowd, the message that your brand aims to express needs to resonate and be heard clearly by your target audience.

Marketing is the way we communicate this message to large audiences and being heard by the consumers who identify with this message. You will not attract everyone, but its best to focus on the people whom your values appeal to. Refining who is grouped into your target audience will give you an advantage in figuring out the ways in which your target audience will best receive your brand’s message. Create a list with effective ways of targeting your audience that are based on the experiences of your existing customers in order to use it in the future on possible prospects.

Brand image has to be applied consistently throughout every client interaction with your business. All marketing campaigns and platforms that you use should reflect your brand. Make use of colour, slogans, phrases, logos and images that represent your brand image. Even in a digital world, business cards and letterheads are still required, but brand consistency also extends to how enquiries and phone calls are handled, the personal presentation of your staff and the overall conduct of your brand ambassadors.

Also, a professionally-designed website contributes greatly to your brand image. First impressions count more in an era when people have very short attention spans. People do their homework via the internet. They need to be able to gather background information on the brand, the services provided and trustworthiness of business partners from a website.

Pick specialist areas and then build your reputation and values around them. Do not restrict your brand’s appeal to just your target audience, as your brand should always be open to new business. Allow your existing customers to vouch for your brand by adding testimonials to your website and allowing consumers to comment on your brand’s posts on social media.

Building your brand to fit the ideals your business embodies may seem overwhelming at first but proves necessary in maintaining a solid base for your business. Customer loyalty trumps erratic purchases. Keeping your existing customers happy with the products or services you offer allows your brand to speak for itself.