Building a brand name is one of the biggest challenges for businesses in 2019. You’d think that building a brand could be accomplished with the proper advertising, a solid website, and top-notch customer service.
But in today’s competitive consumerist world, it takes so much more than that. In addition to the things just mentioned, building a brand takes a great deal of reputation management. So how does one go about using reputation management to build a brand? Here’s what you need to know.
Start with Analysis
Before you can even think about building a reputation, you need to go through a lengthy analysis period. First, you must analyze your target audience, specifically who your target audience is. If you know who is likely to buy your product, how can you expect to reach out to them? There are quite a few tools that can help you to determine who your target audience is.
You should have a fairly good idea of this before your company is even established, but if not, you can use tools like Google Analytics, Facebook Business Page Insights, and Consumer Barometer. Tools like these will give you very specific details on who you need to be focusing your attention on most.
Determining the specifics of your target audience isn’t the only thing that needs to be analyzed. You also need to perform analytics on your competition, brands that have already established themselves within the industry. This will give you a chance to not only see who you’re competing with but also give you a good idea of what is working for the other guys, as well as what isn’t.
Establish a Brand Personality
If your brand doesn’t stand out from your competitors, you’ll have a difficult time establishing yourself as a well-respected industry leader. Just think about the most well-known brands in the world, like Amazon, Walmart, Starbucks, McDonald’s… they all have one thing in common. They’ve all established their own unique personalities. Establishing your own personality will take time and patience, but there are a few things you can do to make the process easier.
Shopify says that “thinking about your brand as a metaphor or personifying it can help you identify the individual qualities you want it to have. This can be a vehicle, an animal, a celebrity, a sports team, anything—as long as it has a prominent reputation in your mind that summons the sort of vibe you want your brand to give off.”
Create a Slogan
One of the best ways to establish your personality is through a catchy slogan. Consider the slogan used by McDonald’s… “I’m lovin’ it.” Every time you hear that catchy tune containing the words “I’m lovin’ it” there’s a good chance your mouth starts watering as you crave a Big Mac and fries.
Creating a slogan that’s catchy is important, but the main thing to focus on is creating a slogan that epitomizes your brand. Don’t be afraid to hire a professional marketer with help with slogan creation.