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Thousands of startups emerge around the world everyday, but not all survive to see the light of the day. Even established companies often struggle to achieve the brand equity they envisioned. Unfortunately, a lot of people limit their understanding of their branding to their company logo or the kind of stationary they use. Sure, these are a part of your overall branding strategy, but building a brand has a lot more to it than just having a fancy logo or stationary. If you are wondering how to turn around your brand, and make it stronger, here’s some industry intelligence for you.

  1. Start with your tagline. Think about how you want to be perceived – do you want an emotional reaction from your audience, and if yes, what could possibly elicit that? Answer these questions, and you will have your tagline. You may not come up with something as phenomenal as Nike’s ‘Just Do It’ straightaway, but if you think hard enough, you will get close to it.
  2. Differentiate yourself. If you remain blended in with the competition, you will not have any visibility. Evaluate your competition and see how they are expressing yourself. Your goal should be to move away from the core commonalities with your competitors and identify areas of innovation and differentiation.
  3. Create a culture. The best way to build brand loyalty is from the inside out. Envision a culture for your company and build your team, as well as your organization’s values around this vision. Remember, it takes only one disgruntled or bad employee to tarnish your brand’s image and sabotage all your brand building efforts.
  4. Value consistency. All your outreach processes, including your advertising, sales efforts, marketing and communication should be aligned with each other. They should have a similar design, and all the concerned personnel should speak a similar language. Identify those who can easily capture the essence of your brand and present it efficiently. Use these people consistently for your promotional efforts.
  5. Ask for help when you are stuck. Brandin isn’t everyone’s cup of tea, and when you know you are not getting anywhere on your own, it is time to hire help. Everyone who has a strong brand, has a history of hiring the right people to promote them. You may not have the capital to hire a marketing conglomerate, so seek help from a competent agency with a proven track record, and a budget that doesn’t leave you struggling to breathe.
  6. People come first. Your brand is more than just your stationary. All your individual employees contribute to your brand, and therefore, they should be given due importance. People do business with people, and therefore nurturing them can give you dividends that you didn’t even dream of. Be caring for not only your customers, but also your employees – because happy employees will lead to happy customers.
  7. Patience is a virtue. When you are building your brand, do not expect miracles to happen overnight. Anyone who has a strong brand will tell you that it is a struggle initially, and then when you play your cards right, things will begin to look up. This is a time consuming process, and it will take time – whether you like it or not.
  8. Try to be ahead. Research is the key to remaining ahead in competition. Keep a close watch on market trends, competition and your target audience. Engage in research, and use the findings to improve your services and products.
  9. Listen as much as you can. Your target audiences do speak too. Listen to what they are saying. If they are active on various social media platforms, follow them and find out if they are happy with your brand. If they are not, listen closer and use their feedback to improve.
  10. Manage your brand continuously. Monitoring is important, if you plan to evaluate your campaigns and learn from them. Have a team in place to do so, and take feedback regularly to initiate quick action.