Having trouble developing a brand for your company? Here are some things to keep in mind while developing your brand.

1. Understand your Audience

In order for your brand to have an impact on your audience, you first need to understand exactly who is your audience. Knowing certain things about your audience such as demographics, spending preferences or how to best communicate will help you develop an effective brand.

Forbes points out that understanding the target market is critical because it provides direction for the tone and reach of the marketing campaign. Because you need to appeal to your target audience, you should listen to your consumers when creating your brand. 

2. Appeal to Emotions

A great brand resonates with the audience on a deeper level. We are Social and the World Federation of Advertisers researched brands and found that a brand with some sort of emotional appeal created “profound and enduring connections”. Appealing to emotions is a way to get consumers to identify with your company. 

One way to establish an emotional appeal with your brand is to choose the right viduals to go along with your brand. An image sends a message to your audience and gives you the ability to express intangible aspects of your brand.

3. Accurate Representation of the Company

Your brand has one main goal: to define your company to others. A brand needs to quickly distinguish your company from competitors and relay to consumers what your company is all about. Try to keep in mind everything that revolves around your company – your audience, your competition, and your company values.

An example of a company with a strong brand is the Gerber baby food company. Gerber’s business is rooted in one main idea: To have your baby grow up with Gerber baby food. The Gerber company has incorporated every aspect of their brand around babies from the image of the baby in their logo to the “Grow up with Gerber” slogan. You can tell exactly what Gerber’s main goal is based on their company brand. You can also tell who their competition is and who their audience is based on the values and products they are selling.

4. Extendibility

You want your brand to reach your target audience through every channel necessary.  An important part of creating a brand is making sure that the brand can be used over a wide range of media. From television advertisements to websites to social media, make sure your brand is easily adaptable so you can reach your audience in different ways.

One way to make sure your brand can last in today’s media marketplace is to ensure that your brand is internet friendly. Creating a brand that works for different webpages, articles, and social media platforms gives your brand extendability on the internet. This extendibility over webpages and social media platforms is an easy way for your brand to establish an internet presence while also building your brand. 

5. Uniqueness

Your business does not have to be a completely new idea, but your brand does. A brand that is unique stands out in the crowd. Having a brand that is easily identifiable and different will help people distinguish your company from others.

Starbucks is a great example of a company with a unique visual brand. The Starbucks brand can be identified all over the world. The siren icon and the green banner have been adopted by the Starbucks company and incorporated into all of their products. This unique image is different from many of their competitors so it stands out in the mind of consumers. 

Whether you are creating a new brand or improving an existing brand, your brand is how clients will distinguish your company. Craveity is a marketing and branding company that can develop your brand no matter what part of the process you are in.