Why Invest In Building Your Brand
Having a strong brand beats the heck out of selling. Brands that are well positioned in the marketplace have less selling to do. They have a relationship with their target audience and a high level of trust with them as well.
With a strong brand you attract prospects rather than spending all of your time searching for them. Products, services or new ideas launched by strong brands have a little trouble spreading or selling because consumers need to know less about the functional benefits because of their emotional buy-in already to the brand behind the innovation - Think Apple. For this reason it is in your best interest to continually invest into your future by building a brand that is disciplined and consistent in every way.
The longer you go without intentionally building a strong brand the more your competition will establish and exploit a relationship with your target audience and win. Branding is about emotion, and emotional connection beats rationale when it comes to buying choices, customer loyalty and brand preference. Don't underestimate the power of brand pull in the mind and heart of the consumer.
3 Keys To Effective Branding
The first key to effective branding is attracting people to you then building a relationship with them through regular engagement. Attract first, then engage. You attract by offering valuable content/information. The more you give, the more attractive your brand becomes.
Secondly, you have to prioritise exceeding expectations. Your product or service has to go above and beyond and give prospects more value than they were expecting.
Walt Disney said, "Do what you do so well that they will want to see it again and again and bring their friends"
Lastly, you have to know how to communicate your value consistently and clearly. Many businesses have a very good product yet don't experience the type of success they are trying to achieve because they don't know how to effectively communicate their brand message to people clearly. Prospects will never see the value in you if you cannot communicate it clearly to them. You should always have a brand promotional campaign in place. Activity through multiple platforms that gives insight into your distinguishing assets and set of unique value propositions.
Your Visibility Is More Important Than Your Ability!