A brand is no longer what we tell consumers it is — it is what consumers tell each other it is.
Scott Cook perfectly summed up the evolution of branding and its interactive nature.
Companies cannot merely come up with a branding concept and blindly stick to it without taking into consideration external factors such as customers’ associations, beliefs, and emotions, as well as competitors’ efforts.
The point of this complicated process is to find your way into your audience’s hearts and minds and to distinguish your brand from your competition.
Building a successful brand is an undertaking which encompasses many different tasks that have to be completed and elements that have to click.
It is true that no precise recipe will magically turn your business into a brand, but this is not necessarily a bad thing, mainly because you will be able to unleash your creativity and create a name that will grow and evolve together with the size of your consumer base.
1 — Identify your audience and their emotions
Although this is a crucial step towards building a successful brand, many companies fail to pay attention to it and adequately analyse their target audience.
This usually results in mismatched branding efforts and a failure to offer and deliver unique value to your audience.
You need to know to whom you will be pitching and whose problems your brands will be solving, because being aware of your potential customers’ pain points and offering them a product that will help them.
Remember that your competitors also have similar products, so besides trying to help your customers, you also need to persuade them that your product is better than the others in the marketplace.
To do so, it is essential to use the right pitch, address your audience in their language, and tell them a story that they can relate to.
However, how are you going to get them to listen to your story and realise that you are what they…
