Your brand is the identity of your firm. It conveys your business values and the value your clients will experience in every interaction with you. Building a brand takes time and requires thoughtful purpose and care to gain loyalty. Your brand needs to connect with clients in a relatable way so you gain their trust. In other words, you need to speak from the clients’ point of view. The following 5 essential elements in building a brand will help you foster loyalty and a more powerful presence in your marketplace.
#1 – NICHE MARKET ANALYSIS
Before crafting any messaging for your brand, you should research the needs, concerns, and preferences of your prospective clients and niche market. Identify the problems you help clients solve and the benefits that resonate most with them. This is information a logo or web designer will request from you.
#2 – COMPETITIVE ADVANTAGE
Your brand should convey the things your competitors either cannot or will not do. Since your brand needs to speak from your clients’ point of view, ask prospective clients what they would like to accomplish in their lives or business. Then ask them what this would mean to them. Their direct responses will become the framework for what sets you apart. Use their words to help communicate your unique value and competitive advantage.
#3 – BRAND NAME AND VISION
After you choose a name that embodies who you are, secure all trademarks and domains, and design the perfect logo, you are still just getting started. You have to align your brand with the right messaging. Speak in terms of the positive benefits you provide. Avoid using industry jargon or buzz words that only members of your industry will understand. Convey the advantages, benefits, and outcomes your clients will gain in working with you.
#4 – YOUR BRAND TEAM
It is everyone’s job on your team to exude your brand. Relationships and value are what drive your client experience. As such, you need to script a value statement for every member of your team to learn and execute. Your team is on the front-lines. They need to consistently communicate your value, enhance the client experience, and personalize all interactions.
#5 – ONLINE AND PRINT PRESENCE
Your brand presence should be consistent across all forms of media. There needs to be a consistent look and message on your business cards, website, social media, professional bio, email communications, print literature, office space, and voicemail messaging. Once your messaging is solidified, you then want to leverage good SEO to be discovered and choose social media content that aligns with your brand.
The Real Benefits of Building a Client-Centered Brand
The benefits of building a client-centered brand are endless. You will foster deeper engagement and more significant relationships with clients. You will gain the loyalty of your clients, who in turn, become your best advocates.
To build a powerful brand, you need to be conscious of your clients’ needs and desires. Your brand is not a simple list of services or how you do things. It is about telling clients a story about you. Your story conveys the value of what you do in ways your clients can relate to.
Employ these 5 elements in your brand strategy and you will be on a path for building loyal followers and a more powerful presence in your marketplace.