Brand ownership is a critical component of a startup. Your brand will determine how consumers recognize and relate to your business. But how can you build your brand if you don’t know where to start? What if you don’t have any marketing experience?
When you’re building a brand from scratch, it can be easy to feel like you’re in the dark. Here are five tips for creating your businesses’ brand and developing brand ownership.
Don’t Be a People Pleaser
When thinking about your brand, don’t try to create something to please every consumer in the world—it simply isn’t possible. Think about the product or service your business offers and cater your brand to your specific client base.
For example, let’s look at Nike. Its products and advertisements target people who enjoy being active and need clothing that fits their fitness goals. Nike’s ads revolve around fitness, often featuring well-known athletes such as Cristiano Ronaldo or Michael Jordan.
The athletic brand isn’t trying to target every consumer in the market for a pair of shoes—it knows its audience enjoys exercising, and it stays within that niche.
Look at your competition and see how you can make your brand stand out from the crowd. Overall, aim to create a brand that represents you and your company’s values, and the consumers will come to you.
Find the Purpose Behind Your Brand
Brand ownership is all about finding ways to convey your businesses’ values and goals through its image. So, what drives your business? Are you selling an innovative product? Maybe your business focuses on helping others? Regardless of your business goals, your brand should reflect the driving force behind your startup.
If you’re looking for resources to help pinpoint your brand’s purpose, check out this article from Forbes on discovering your purpose in business.
Once you define your brand, make sure you keep it consistent across all platforms. Don’t use one logo for your website and another for your Facebook page. Keeping your brand consistent not only strengthens your brand identity but it makes it easy for consumers to recognize your brand. Don’t make it more difficult for people to find your business—keep things consistent!
Share Your Story
Your brand shouldn’t only represent your business; it should represent you too. Your personal story is the unique factor that will take your brand to the next level, so don’t be afraid to share bits and pieces of your own life within your brand.
Think about one of the biggest brands today: Apple. When most people think of Apple, they don’t only think of the brand’s tech products—they think of Steve Jobs. Jobs incorporated enough of himself and his story into the brand that the two became synonymous.
Find ways to incorporate what matters most to you into your branding and your businesses’ backstory. Adding an element unique to you and your story will strengthen your brand ownership and give consumers something personal to relate to.
Elevate Your Online Presence
Brand ownership is about more than just developing your brand—it’s about getting people to see your brand. If you haven’t already, make business accounts on the major social media sites such as Facebook, Twitter, Instagram, and LinkedIn, as well as any other sites that are relevant to your business. Be active across all platforms and interact with your audience often. The more you put your brand out into the world, the more likely people can recognize it.
If you’ve already developed your brand, or if you feel stuck and need some help, you may wish to consider hiring a business coach to assist you with growing your business.