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Category:  Articles » Business » Branding

 

How to Build a Successful Brand

Popularity:
         Views: 701
2008-10-04 04:43:39     
Article by Isabelle Mercier-Turcotte

PERCEPTION IS REALITY IN BRANDING.

Every entrepreneur wants to have their company's brand "WELL KNOWN, TRUSTED & DESIRED"...but not all brands are worthy of that privilege. What is branding? Well, let me start by clarifying what branding is not: Branding is NOT marketing and branding is NOT a logo either. A logo means absolutely NOTHING...unless of course, the company behind it does.

Successful branding is a combination of an authentic promise with a clear, aligned and consistent delivery. Why it is needed is because the promise and delivery are what build trust in your company and increase customer loyalty.

Here are 5 things that will help you move forward in building a successful brand.

1. BE CLEAR ABOUT YOUR COMPANY'S PURPOSE.

A purpose is what you and your company are truly meant to be doing and it's what gets you and your team out of bed in the morning. Know and share that purpose and learn to "Stay On Purpose" with everyone you work with and everything you do. A brand is not a brand without a purpose.

2. DEFINE YOUR IDEAL CLIENT.

Not all clients are ideal clients - far from it. Know who you truly want to work with and who you are best suited to help. Know what companies inspire you and why. The why is important as it is usually closely linked to fulfilling your purpose and aligning with your core values. (Core values are what you stand for, your decision makers).

TIP: Make a list of all the companies that you would LOVE to work with and simply ask all of your existing ideal clients for contacts or connections. You will be amazed as to how many of your existing clients are connected somehow with some of the companies on your wish list. Give it a try! If anything, it gives you the opportunity to stay connected with your clients.

3. KNOW WHAT YOU ARE SELLING.

It is important to be very CLEAR (internally with your team and externally with your communication tools) on what you are selling. If you are not clear, how can you expect your prospect clients to be! Make sure that your written and verbal message is crystal clear.

4. FIND YOUR NICHE.

Don't try to be everything to all people. Be clear about what you are BEST AT SOLVING in this world and offer that to those who get it, need it and want it. The more you define and focus your brand on the one thing that you do better than anyone else, the more clients will recognize you and respect you for it, therefore contributing to building a stronger brand.

5. BUILD GREAT RELATIONSHIPS.

I have always been really good at building relationships and have never really had to cold call. Margarita and I built our previous business' reputation solely on great relationships and ideal referrals. I truly believe that if you take care of your clients, and understand and deliver on their needs; other great people and other great brands will want to be a part of that.

Building a successful brand is like building trust; it takes time and needs constant attention. All the little things add up, from how you answer the phone to your post sale client care and everything in between. It is a mixture of attracting new ideal business, hiring the best people and delivering on your promise day in and day out.

And that is how you build a successful brand.

Isabelle Mercier-Turcotte is Co-Founder of LeapZone Strategies Inc, a brand management and business growth firm that helps entrepreneurs and leaders increase brand equity and profitability by clarifying, integrating and managing customer-driven brand and business growth strategies. Visit us online at http://www.leapzonestrategies.com

Specialized in: Build - Successful Brand
URL: http://www.leapzonestrategies.com
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