Tim Calkins wrote in his chapter entitled The Challenge of Branding (which appeared in the book Kellogg on Branding that a brand has the power to create customer loyalty and protect companies from competition. This means that it’s critical for you to create a brand for your company that adequately displays what your company does. It’s also vital for your to protect your company brand as this reflects on how your company does business. In this article, we’ll give you some pointers on how you can define your company brand so that it gives the best image of your company.
Defining your brand
Define your business’ objectives
Before you can define your brand, you need to know what your business’ objectives are. This is because your organisation and your brand are closely intertwined. Think of it this way: your brand is a way of describing what the company does, so if you don’t know what your company does you can’t describe it.
Here are some of the questions that you’ll need to answer when defining your company’s objectives:
- What does my business do?
- How does it meet customers’ needs?
- What is the value that I bring to my customers?
Once you’ve answered this, you can start to make your brand fit around your company.
Look at who your target market is
Now that you’ve figured out what your business does, you need to determine who you’re going to be selling your product and/or service to. A business can dot all the I’s and cross all the t’s but unless it has people who are willing and able to buy what you’re selling; you mind as well pack up shop right now.