It’s been said that if you take care of business, work hard and be kind and considerate, then your brand will take care of itself. The implication being that the main influencers in the overall success of a brand are the leaders and owners who are making key decisions. Effectively, you are your brand and your brand is you.
The vision, values and culture that you set out and project through your products, services and passion are essential to realising your brand’s overall potential. Consequently, your brand values will have a direct influence on brand association and how it is perceived by your audiences.
WHY DOES THIS MATTER?
Perception and association are emotional values which, when aligned to create an emotive brand, are an extremely effective way to connect you to your product. This, in turn, creates a strong connection with your customers’ needs and aspirations. Once you generate an emotional connection, you are one step closer to creating a loyal customer base.
When you first create your business, you want to go to market and start generating revenue as quickly as possible. You have developed a product, set up your supply chain and, if required, built a team. But you have only had minimum exposure, and as a consequence, very few people will be aware of you or any of your offerings. So how do you set about selling the products and services that you’ve spent many hours deliberating over and perfecting when you have yet to generate adequate brand awareness? This is a question many business owners ask themselves.
Creating positive brand awareness is a challenging undertaking for many businesses. IFP, (Insights for Professionals) 2018, revealed that almost a quarter of ready-to-trade businesses acknowledge that brand awareness is their most demanding obstacle to overcome – even more challenging than lead-generation or securing an appropriate budget.
An obvious and pertinent approach is to create a distinctive look and feel. If considered and tested, this can help you to make your proposition stand out as unique. Likewise, a USP (unique selling point) is highly desirable within overly saturated and competitive markets. Consequently, if your proposition looks and feels exclusive you will have an improved chance of it being noticed and coveted.