What You Need to Know on… Branding
What You Need to Know onโฆ Branding
Maintaining a good brand takes thought and work, as does repairing a damaged one
by Amanda |ย BUSINESS, FREELANCE
Unsplash/Austin Chan
Whatโs in a brand? Your business story as well as your reputation, for starters. Digital expert Harvey Morton offers some pearls of wisdom for getting going. โConduct thorough market research to gain insights into your potential customersโ demographics, preferences, and behaviour patterns. Identify their pain points, needs, and aspirations.โ Just donโt forget your competitors, he warns. โExplore their services, marketing techniques, pricing strategies and customer feedback,โ he continues. โBy understanding your target audience and competitors, you can position your brand effectively and create unique value.โ
The early stages of brand building clearly require lots of research, but what about the more creative part? According to Hellen Ward, co-founder of Richard Ward Hair & Metrospa, the narrative matters. โWhen creating a new brand, you need to think about the story, the provenance. People need to quickly and easily identify what the brand values are, and what it stands for.โ For growing an existing brand, Hellen advises to โidentify the strengths, the core USP and go sniper with marketing, not scattergun.โ Communicate what makes you stand out. โMarket to your target customers and scream your points of difference, whether itโs the team, length of service, expertise, or luxury environment,โ she adds.
Unsplash/ Vitaly Gariev
โFocus on building strong relationships with your customers through personalised experiences,โ adds financial expert Garry Hemming. โImplement data-driven marketing strategies to better understand them and tailor the messaging and offerings to their needs. Leverage social media and content marketing to engage with your audience and showcase your brandโs personality and expertise.โ
Partnerships and collaborations are another route as they โcan help expand your brandโs reachโ. This includes โcomplementary brands or influencers who align with your values and target audienceโ. This, he concludes, can help you โtap into new markets and build credibility for your brandโ.
While itโs motivating to brainstorm and think about your goals, including the reasons for doing what you do, part of the brand journey is also about knowing how to respond when your brand is damaged. For Tom Skinner, managing director of digital marketing agency, Go Up, itโs important to apologise with sincerity, he advises. โCut the business speak and imagine youโre talking to your own grandmother. So rather than โweโre sorry if some people misunderstood our Instagram post and were offendedโ, it should be โweโre sorry about our Instagram postโ. Customers need to know youโre real. Youโll be surprised what can be rescued.”
Unsplash/Syahrir Maulana
However, simply saying sorry isnโt enough. โProve youโve changed,โ Tom adds. โDemonstrate tangible improvement and a willingness to move past previous mistakes. Donโt just tell me youโve fixed the car โ take me for a drive.โ
Sometimes, the extent of brand damage can mean that a rebrand is needed. Here, Garry has some pointers. โA fresh look and feel can symbolise a new beginning and signal a commitment to positive change. Be sure to involve your target audience in this process to gather their input and feedback.โ However, a makeover on its own wonโt guarantee customer support. โConsistency is key to regain trust,โ he explains. โEnsure that all marketing materials and customer touchpoints are aligned with the renewed brand identity and messaging. Consider ongoing reputation management efforts to monitor and address negative sentiment and maintain a positive online presence.โ
































