Brands are everywhere to be seen. From the moment you wake up to the alarm of your Apple iPhone to grabbing a Starbucks coffee on your way to work and settling down on your workstation to use your Lenovo laptop, the logos of these companies keep staring back at you. A brand consists of anything that helps consumers to identify a business and distinguish it from others. It is a combination of the company name, colour scheme, logo, design, tagline, graphics, symbols, slogans etc.
These stay etched in the minds of the consumers and create a position of the company in the market. Naturally, every entrepreneur or individual looking for profitable businesses for sale in New Zealand works on creating a unique and memorable brand identity which goes a long way in cementing their foothold in the cluttered marketplace.
It is vital to building a brand name as it makes consumers recall their positive perceptions associated with the company and make buying decisions based on their trust. In the current era, digital engagements have revolutionised brand building procedures. So here is how you can create an iconic brand image and business in 2020.
1. Understand Your Target Market
Before you begin working on your brand strategy, you need to be fully aware of your target audience and the existing competition. While trying to build a brand, you will have to woo the consumers and outshine the competitors. So make sure you are aware of the advantages and disadvantages of the competitor’s products and the likes and preferences of the audience.
However, make sure that you do not end up becoming a copy-cat in the already-busy market. You need to have key colours identified for the logo, its design, typography and everything else in place to create a unique identity.
2. Define Your Brand Clearly
The first step towards creating a brand identity is to explain the concept of your business to your target audience. It should communicate what the business is doing, what are its core beliefs, how it is adding value to its services, and how it stands out from the rest. Your messaging must lend credibility to your business and help prospective buyers perceive it as a trustworthy entity.
All your interactions with the target audience must include branding materials such as the logo, colours, design etc. You must be able to put forth the unique value proposition while branding to create a brand promise. A strong corporate identity is a key to attaining widespread popularity created by brands like Coca-Cola, Google, Nestle, Disney, McDonald’s, etc.
3. Design Your Branding Assets
If you are starting a business from the ground up, then you will have to create new branding assets. However, if you are purchasing an existing business, you will have all these materials in place. The only thing that you need to be careful about is that you must have consistency in terms of colours, designs and slogans across all the platforms to maintain a synchronised flow of communication.
Most small businesses are not very proactive with the creation of digital branding assets. However, if you are operating in 2020, you need to have an intuitive website, social media profiles, mobile app, Google My Business page, etc. Whether you are engaging online or offline, the brand strategy should not be affected. You have to become ubiquitous to capture the attention of your buyers.
4. Connect With Social Media Influencers
With a Smartphone in every pocket, it becomes imperative to be present on social media and be supported by the influencers on these networks. In 2017, there were 3.8 million mobile phones with internet connections in the country, and the number is increasing significantly every year.
Social media influencers are highly beneficial in swaying consumer perceptions and can add to the credibility of a brand. Thus you must find the influencers in your industry and associate with them to get an article or blog written about your brand. It will help in increasing awareness and help in staring conversations about your products online.
5. Interact with Compelling Stories
Merely being present on digital platforms does not make you visible to the audience. You will have to interact regularly and frequently with powerful messages that resonate with your audience. It also helps in creating a point of difference which is an important way of dealing with competition. Most popular brands are actively communicating with their consumers to maintain long-term relationships and forge brand loyalty.
Take feedback from the consumers seriously and pacify disgruntled buyers with prompt service that resolves their issues. It will help in gaining positive word of mouth publicity and referrals. Most consumers depend on referrals from peers and family, so it is essential to connect emotionally with your consumers.
6. Leverage Video Marketing
Videos have become the most viewed content items in the last year. From Facebook to WhatsApp, all social networks are witnessing a heavy deluge of videos being shared. As many as 5 billion videos are viewed on YouTube daily, which goes to show the popularity of the visual medium.
Thus it is vital to have a video marketing strategy to become more visible on the digital platform. The brand videos must communicate the vision, mission and values of the company and create awareness about the business. Besides these advertising videos, you can create funny and creative videos which have the potential of going viral, such as ‘a challenge’ based video or a short music video.
7. Create a Socially Conscious Brand Image
It has been found that millennials are willing to spend more on products that follow green production and are eco-friendly. Companies that are socially conscious and contribute to the environment and the community have gained popularity in the recent past.
Supporting good cause showcases not only your corporate social responsibility but also creates a positive brand impression. You can also sponsor the local sports teams or partner with charities to reflect a benevolent image which is appreciated by consumers.
There are a plethora of brands in the market and making your presence felt among them is a massive task. Thus if you are planning to purchase a business for sale in New Zealand, you must utilise the tips mentioned above to gain a competitive edge.