What would you rather build a business or a brand? They both serve the same purpose, by the way, i.e. bringing you customers who will generate sales.
But the latter is more effective than the former I would say in the long run.
A business like a name suggests tends to focus merely on the business part that is how to tap more and more customers and how to increase profitability month over a month & there’s nothing wrong with that.
It’s just that the business-focused mindset completely ignores the brand aspect of the business. When we talk of brand what is it that comes to your mind?
In my mind what comes is an identity, something that I would trust. A brand serves a long-term purpose. After building a brand it is your brand that will bring you the business while your business lead generation process will go in the auto-pilot mode because of the brand.
So how exactly is it that we build a brand?
Is a brand equivalent to the logo of the business or is there more to this than meets the eye.
There is certainly more that needs to be discussed.
Untapped aspects of Brand Building
Building a brand is like putting together the pieces of legos to build something great, without putting the pieces one over the other you cannot build it. The skyscraper isn’t going to build itself. Brand building is no different.
1. Build trust & credibility
When we talk about building a brand, it is implied that we are factoring in the online world, since a lot of conversations take place on the internet these days.
A go-to way to build trust & credibility on the internet is to get an online business license. Might sound weird like what’s business license got to do with trust & credibility.
And the reason behind that is rather obvious (it’s funny how sometimes what’s important lies in plain sight)
A business license showcases that your business can stability, do you think someone who plays in the short run would issue a business license? Or someone with ulterior motives would issue a business license? I didn’t think so either.
With internet scams taking place at an alarming rate it is all the more important to have a business license that you can brag by placing at several places. Your prospective customers seeing that business license would want to do business with you. That business license is a token of trust that you will not betray and even if you do you have a lot to loose, your business license for starters. Now that’s one significant way to build trust in the brand-building process.
2. Be omnipresent
Your business has to be present wherever your customers are; make your presence known; it leaves a hammering impact.
If you’re a B2C brand then there’s no question of shortlisting placements. You have to be at all the important places. Places like Facebook, Instagram, Netflix, Twitter, Google even LinkedIn if it makes sense (there are B2C Brands on LinkedIn that are crushing it as we speak)
Take Netflix for example, where do you see Netflix promoting itself?
Pretty much everywhere, they are YouTube leveraging local influencers, they are Instagram, Twitter, LinkedIn (here they are putting out UGC & work culture-related content)
3. Don’t ignore the power of content
Content is everything that adds value to the users and moves them down from the top of the funnel to the bottom of the funnel.
In 1997, it was Bill Gates who had coined the term “Content is King” and to this day it hasn’t lost its meaning. Platforms have merged, evolved, consumer behavior has evolved, economies have evolved and yet all this has only created more opportunities for content curation.
To carve out a brand that people looks up to, you have to invest your maximum efforts towards high-quality content creation that serves customers in all their stages of buying decision.
A cafe business on social media puts out various forms of content, like customer pictures, food pictures, interior pictures, food quotes, chef interviews, videos, 360 and so much more. They do that so as to make sure that they are tapping all the possible segments so as to tap new customers.
4. Be responsible
A brand is a separate entity that needs to act responsibly. If the content created by the brand has been misconstrued by the community then it is important for the brand to give an explanation; apologize if need be.
Similarly, brands are changemakers; how do they do that?
By speaking up on issues that affect humanity, the brand has to stand with people in solidarity.
Like a lot of brands stood up for the unfortunate events that caused the #BlackLivesMatter campaign. To show moral support brands like Twitter & Reddit made their logos black momentarily.