Steps for Building a Brand
Written by Trynka Shineman for Gaebler Ventures
Looking for brand building advice? We discuss three important steps for building a brand, brought to you by a top branding expert.
Most businesses recognize the power of a smart brand, but branding often is not a focus for over-busy entrepreneurs.
The reality is it's not that difficult to create and maintain a strong brand. Once you've designed your brand and documented what it stands for, there are a few simple things that need to be done to maximize your branding ROI.
Steps for Building a Brand Cost Effectively
While large companies can spend millions to build their brands across every aspect of their organization, it can be done cost-effectively.
In this article, we discuss three important steps for building a strong brand after you've created the brand and defined the underlying market positioning.
Brand Building Step #1 - Create Branded Materials
The first step is to provide all frontline sales personnel with the tools necessary to build the corporate brand successfully.
These tools include templates of marketing materials such as presentations, direct mail pieces and company literature that can be customized and personalized according to target market.
Branding assets could also include special customer promotions, new product or service announcements, even birthday or holiday card wishes. Presentation folders, letterhead and business cards should also be provided.
Beyond the basic tools necessary to protect the brand, consider arming your sales force with gifts for customers. Appropriate giveaways can make a strong impact on brand communication, ensuring that your customers think of you when they need to purchase.
Brand Building Step #2 - Ensure Consistent Branding
Regardless of brand choice and implementation, branding consistency across the board is the key.
You must ensure that every aspect of your organization, from marketing materials and web sites to customer service personnel, maintains the values outlined in your brand. Reaching brand nirvana is not a difficult task, it is just one that needs focus and attention.
Brand Building Step #3 - Evolve the Brand
Once clearly defined, communicated and practiced, your brand will likely evolve over time as your organization grows and expands.
Perhaps you expand your product line, refine it or maybe you even want to target a new market. Do not be afraid of the growth.
Simply make sure it's communicated appropriately and practiced through delivering on the promise. The investment will pay you back in spades.
Trynka Shineman is chief marketing officer of VistaPrint, the small business marketing company. VistaPrint (www.vistaprint.com) is a leading online supplier of high-quality graphic design services and customized printed products to small businesses and consumers.
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