To build an online brand with staying power, it needs to be constructed on a solid foundation—just like a business. Otherwise, neither will succeed.
Likewise, your brand is a direct reflection of your business reputation, regardless of whether or not you’ve given it any serious thought. And if you haven’t, you should because this correlation is the perfect starting point for building a lasting brand.
Target the right audience
Presumably you’ve already done the marketing research and created ideal buyer profiles. If not, now’s the time.
Knowing your buyer gives you a clear picture of the people you want to reach with your brand message. They are your target audience.
But there’s an important caveat. You can’t build an online brand of any worth if your current customers are less than happy. So make it a priority to satisfactorily resolve any problems or issues they may be experiencing.
Tailor your brand’s mission
A small business needs to differentiate its brand to avoid competing against big brands.
With this in mind, outline the key qualities and benefits your brand offers. For example, a brand’s mission might be based on something unusual about a product feature or an emotional reaction customers receive as a result of its use.
You’ll need to dig deep to figure out what you offer that is different from anyone else. Only then can you effectively tailor your brand mission statement to your target audience.
Create strong perceptions
At its core, brand perception is the reaction to what the company says and how it says it. As such, it sets the tone for customer relationships.
You can identify a brand “voice” that represents your business. It might be professional, friendly, conversational, or service-oriented depending on the nature of your business.
In short, if you want to build an online brand that stands the test of time, it should feel authentic and transparent to customers. Indeed, today’s buyers are more knowledgeable and less loyal, which means your brand needs to be more well-defined and consistent.