There is more to creating and promoting a brand than making a pretty logo and tagline. In fact, a logo and tagline are just representations of your brand. Following are several rules to help you create, promote and maintain your brand.
1. Be Specific
Know what your brand stands for, and know what your brand promises. Your brand promises should be precise and attainable, and you should be able to communicate them clearly. For example, don’t just say your brand stands for quality. That’s a broad statement that any company can make. How does your brand specifically live and breathe quality? Those specifics are what will make your brand stand out from the competition.
2. Be Authoritative
Once you know what your brand stands for and promises, don’t be afraid to flaunt it. You need to make everyone else believe you’re the leader and authority in your area of expertise and specialization. Don’t meekly communicate your message. Say it with powerful words and conviction. This applies to both your spoken words and your copywriting!
3. Be Consistent
Get your brand message out there and don’t waiver on it. I’ve read statistics in the past that state as soon as you’re tired of your message, your customers are just starting to recognize it. A consistent message and customer experience are critical elements to building your brand.
4. Be Honest
In today’s world, people welcome honesty and your business will be rewarded for it. Don’t offer promotions or guarantees you can’t deliver. Instead, admit your fallibility and deliver on your promises. Integrity goes a long way.
5. Be Relentless
Get your brand message out there. Then get it out again and again and again. People are inundated with a myriad of messages each day. It’s not only critical that you try to stand out from the competition but it’s equally important that you’re not forgotten. Don’t drop the ball on communicating your brand promise and building your brand image. Your efforts will be rewarded in time.
3 Steps to Brand Building
The rules described above apply to company, product, and personal branding. They are simple, basic rules that are critical to your brand’s overall success. They also tie directly into the three primary steps of brand building:
- Consistency: You must consistently represent your brand to consumers so they develop appropriate perceptions and expectations for it, and you must meet their expectations in every interaction. Brand inconsistency leads to confusion, and confusion is the number one brand killer!
- Persistence: Brands aren’t built overnight, so you must be relentless in your efforts to build brand awareness, recognition, sales, loyalty, and brand ambassadors.
- Restraint: It might be tempting to expand and extend your brand by pursuing every opportunity that presents itself, but don’t do it! A focused brand is a strong brand, so stay focused at first and expand later.
Originally published 2/2/2009. Updated 5/11/2018.