Having a defined brand is very important when it comes to running a successful business. Why? Because your brand will put you on the map and help keep you there. A company’s brand lets its audience know exactly who they are and what they intend to do.
California-based marketing firm Universal Events Inc. works with Nonprofits to help them achieve their goals when it comes to marketing and fundraising. They work with organizations to increase brand awareness in order to achieve higher levels of outreach and engagement. When working with clients, Universal Events Inc. uses the following measures to create and maintain strong brands.
With new clients, the first step that Universal Events Inc. takes is helping establish the goals and values of the client’s business. A very common way to do this is by creating a mission statement that will define what your goals are and how you will work to achieve them. This statement is valuable for the business as a guideline for employees, as well as for the public so they can understand your main purpose.
Once you have a clear mission statement to work with, the next step to building your brand is understanding your target audience. Universal Events Inc. will define a client’s audience based on demographics such as age, gender and location. After this is complete, it is time to research your audience’s interests and behavior patterns. You can do this by looking at brands that are similar to yours or using your own past customer/client data. By having a clear understanding of what your customer wants and needs, it will be easier to set up services, campaigns, and pricing that will appeal to them.
Communication strategies can help set your company apart from others. Do you have a unique company name? Are you using a catchy slogan? These can help draw in new customers/clients. Having clear and creative communication can also help people remember your brand. This doesn’t only apply to text, it also is important when creating visual branding. A unique, eye-catching company logo is important.
Today’s world of online marketing allows businesses to reach their audience faster and more frequently. However, choosing the right platforms that fit the brand you have created is essential. Universal Events Inc. uses the research that they gather from a client’s target audience to determine which platforms will be the most effective when it comes to marketing. For a brand that caters to a younger demographic, social media platforms such as Instagram or TikTok may be effective places to market a target audience.
Once you determine which platforms you are going to use, you will need to develop your marketing aesthetic. This means that across all visible channels of your business, from your website to newsletters to social media, they should all share matching design elements and colour palettes. This cohesiveness will allow customers to easily define your brand when they see it.
Creating a brand for your business is essential. Once you have created your brand, knowing when and how to make adjustments to your brand to keep up with changing markets will allow your business to find success long term. While there is no one-size-fits-all answer, taking the above tips into account when designing your brand will help you build the foundation you need. From there, you can build upon what works best for you. Remember, a brand is there to support not only the inner workings of a company but to create a lasting impression on the community.