How to Create your Brand
Let’s face it; it is high time you create your brand. You will benefit from it in the long run. Consumers are more open to using a new service from a familiar brand than a new one. That is why here at Plant, we place emphasis on managing and finetuning our brand. If you do not have one yet, I will advise you to create one. For the uninitiated, a brand is the overall perception customers’ have on a business — including the uncontrollable ones. If you want your business to always ring a bell in your customers’ mind when they see anything related it, follow the steps below to create a brand that works perfectly with your business. The first step toward creating a brand that resonates with your audience is to know who your audiences are. One of the biggest mistake people make in defining a brand is that they come up with generic branding in a bid to appeal to everyone that comes in contact with them. And I tell you what; you cannot cater to everyone. You need to define your audience and come up with a user persona of your ideal customers. Only then will you be able to create a brand that will match your target audience. I will advise you to define their ideal age bracket, location, gender, level of education, social inclinations, and income level. Let me define a user persona for a kid summer coding Bootcamp — John is an 8 years old elementary school student living in Los Angeles. He is the child of one of the startup founders at Silicon Valley. While there’s more we can add, let’s keep it simple. If you haven’t, you have to choose a name that is memorable, evergreen and sounds appealing to your target audience. What is in a business name you ask? Let me give you an analogy. An argument ensued on an online forum about if DuckDuckGo would ever overtake Google as the most used search engine. And one of the guys was stating that even if it ever happens, they will need to rebrand because he can’t imagine people saying; Just DuckDuckGo it. People are already used to saying Google it instead of search it online. In fact, many people believe Google is the Internet. If you look at all the popular businesses, you will agree with me that their names are some of their greatest assets. If your business does not have a brandable name, get it one. For my Bootcamp example, I will name it “Kid Codes.” What do you want to achieve with your business? You need to use that and create an impressionable imprint in the mind of your customer. I am sure anywhere you see the CocaCola logo, you feel the thirst of having some — if you are a fan. Let’s take a look at a part of their mission statement — “To refresh the world in mind, body, and spirit.” And guess what, that’s what people feel anytime they drink their products. Their brand color will get you thirsty if you are their fan. That’s the power of branding. Going back to our summer coding example above, I can decide to make it — “To equip young kids with the elementary coding skills required to move toward becoming professional software engineers.” When defining your brand mission, make sure you are not copying any of your competitors. Think Different — that’s one of Steve Jobs greatest quotes. Interestingly, it is Apple’s Slogan. Nike’s slogan is “Just Do it,” KFC’s is “Finger-Lickin’ Good,” and McDonald’s…
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