Branding has more value than many realize. People will specifically purchase products that may be inferior to others simply because the brand itself is valuable to them. That’s why it is so important to follow these branding best practices. By building up the value of your brand, you can stay competitive in a world that is constantly innovating. Here is what you’re going to want to do.
1. Think Local, But Go Global.
Even the largest brand names in the world today are looking at the concept of “staying local” when it comes to their branding approach. The point of doing this is that it creates the foundation of a 1-on-1 relationship between the brand and the individual. People who feel like a brand can understand their needs are people who will become repetitive customers. This means creating locally sustainable business practices, be engaged on social networks, and allocating resources so that a community focus takes a top priority.
2. Evolve With the Evolving World.
It’s been said that sometimes a brand needs an evolution, but sometimes it needs a revolution. This isn’t exactly true. The fact is that the world is a very different place today even when compared to just 10 years ago. Advertising a brand or having a community presence isn’t just good enough any more. As a branding best practice, it has become important to define a role and an identity in order to develop a relationship. This creates a consistent, attractive user experience.
3. Have a Solid Mission Statement.
Your brand needs to stand for something and do so without backing down. This is done through the establishment of brand values. In other words, you must define what the people who represent your brand are expected to do, communicate this to your targeted demographics, and then consistently follow through on them. Be clear about what you want to accomplish how you plan to accomplish it and then stay true to this as a branding best practice.
4. Economics Will Always Play a Role.
Branding must be more than just being able to make a positive first impression, although the importance of that first impression can’t be overstated. There must also be an effort to become the top brand in your industry for each customer. The fact is that what your brand represents might be desirable right now, but not affordable or approachable. Economics always plays a role in the decisions that people make. If your brand is impatient and unwilling to be flexible, then it won’t stay at the top of someone’s mind.
5. Think Mobile Before Thinking Anything Else.
Mobile branding encompasses about half of the current market today and it is continuing to grow. It is important to have a digital presence, but it is more important to have a mobile digital presence right now. As technology continues to develop, this will only become more important. Before focusing on social media, focus on the mobile footprint of the brand. Look for multi-screen options, including apps, as a way to make your message stand out to your targeted demographics.
6. Foster the Value of Personal Expertise.
Value can come in many different forms, but the most useful today isn’t based on money. It is based on expertise. When people have quality information at their fingertips that can be used in a personal way, then they will be encouraged to continually learn. This means branding best practices must also include this trait if a true impact is going to be made. If your brand can consistently provide someone with something they can use, then they’ll be more likely to engage with the brand and become lifelong customers.
It’s the ultimate version of “scratch my back and I’ll scratch yours.”
7. Never Underestimate the Value of Networking.
Brand value is often defined by monetary value, but it should really be defined by the quality of the networking that is happening. Facebook, LinkedIn, and Twitter are common places for brand building and networking, but nothing is more important than the 1-on-1 encounter. This is why food manufacturers offer samples for people while shopping. They network the food product to the potential customers and provide information through taste bud stimulation. If the product is liked, then the brand awareness has been built.
There is always a local networking opportunity available to your brand. Even if you’ve got a business where you’re the only employee, getting out into the community to network who you are and what your personal brand can accomplish is vitally important. Without this final branding best practice, no one will be fully aware of what your brand represents.
Branding best practices can involve a lot of big data to examine, but they can also be as simple as a handshake and a smile out on the street. Follow these today and your brand’s reputation will improve over time.