In 2020, the importance of building your brand will earn more importance than any other strategy out there to grow your business. Currently, the number of companies entering different niches and industries is exponentially increasing every month. For that reason, differentiating yourself from the competition has become a mission of vital importance not only to sell but also to survive. The good news is that if you want to create a successful brand in 2020, you will find 5 powerful tips that will skyrocket your company. Keep reading to know them.
Building a successful brand in 2020 and beyond will depend entirely on the goals you set. Before you begin, it’s important that you fully understand why you want to design your brand, the benefits this can bring, and the steps you need to take. A brand begins to work even before designing your logo, creating your slogan, or choosing the colors that will be your emblem in each communication channel. To define the objective of your brand, it’s essential that you consider the following 4 elements:
- Aspiration objective
- Business objective
- Marketing objective
- Communication objective
In the end, your brand will live around these four elements that you can now consider as the 4 pillars of your brand. As the first piece of advice in this article, think, analyze, and test what you want to achieve with your business. For example:
The aspirational goal you have with your brand can be easily translated into the vision you have of your business. How big do you want it to be? What impact will your business have on society? This is where you need to seriously think about your company's vision.
The business objectives, on the other hand, are those goals that you’re going to set for the next 1 year, 2 years, or even 5 years. These objectives will include the growth of your company in comparison to your competition, an increase in profits, an increase in jobs created, among many other business goals.
Marketing objectives, likewise, focus on growing your brand by using different marketing, advertising, and public relations tactics. When creating your brand, you must also think about the media you will use to attract the best prospects.
For that reason, when designing your brand you must think about your communication objectives. These are based on defining the type of connection you want to have between your audience and your brand. This is where you will create certain protocols to close the gap that may exist between your potential customers and your company. To recapitulate, it’s very difficult for your brand to become a solid entity within the market without first having defined your objectives from the beginning. Analyze this first tip. You will get better results over time.
A brand is like a person. It has a face and has other elements that help to define it and to differentiate it from others. When we talk about your brand identity, we are talking about something that goes beyond having a nice logo.
In fact, your logo must have a meaning and represent the essence of your brand. That’s why it’s important that you think about the colors, shapes, and other elements that your company's logo needs. Remember that basically, your logo will be everywhere your brand decides to be present. From traditional flyers to digital presentations; therefore, you need to choose a design that is flexible enough to fit all formats and solid enough to gain authority within your market niche.
It sounds complicated, but you can achieve it by choosing a good color palette, defining your values, and defining what you want to express. Your company's logo is not the only element you should pay attention to. To have a solid brand identity, you must collect all the details of the right use and technical characteristics and interpretations of the visual elements of your brand within a brand book. It’s in this document where you will be able to guide yourself or other members of your team every time you work with printing agencies, digital agencies, or you need to review the rules of your corporate identity to avoid inconsistency.
While the previous step mentioned the use of a brand book to include the colors that will define your organization, this advice shouldn’t be overlooked in designing a successful brand in 2020.
To support yourself, you can make use of the color wheel, which is a tool that thousands of designers have relied on over the years to improve their designs. The color wheel is composed of several color groups including primary, secondary, and tertiary colors.
With this tool, you will have the possibility of choosing complementary, supplementary, adjacent colors, among other combinations to impact the audience. Also, it’s important that you think about the meaning that each color has.
For example, the color yellow represents optimism, confidence, creativity, so it would be good for a brand that works in the creative industry. Just like the color yellow, the other colors have a different meaning that psychologically impacts people. If you study them well, you can find the right colors to faithfully represent your brand.
Storytelling refers to the art of telling great stories. For this 2020 and the years to come, brands will take advantage of the great acceptance that stories have on their audiences.
According to an article published by Forbes, the use of storytelling techniques not only increases brand awareness among your target audience but also creates emotions that become 22 times more memorable than the use of facts and statistics.
People are guided by emotions, and it’s thanks to storytelling that we can feel welcomed and understood by a company. If you are thinking about how to start using stories to get closer to your prospects You can start by applying the following techniques:
This means that you should pay close attention to your current customers and the customers you would like to attract. With this, you will understand their motivations, strengths, weaknesses, among other data. By knowing your potential customers, you will have a better idea of the type of message you need to send to attract their attention and gain their affection.
A picture says more than a thousand words. Therefore, a video is going to transmit many more emotions than a simple image. Audiovisual techniques have been qualified as highly effective techniques to engage your audience, gain more visibility and, of course, get more customers.
The success of a brand consists of being able to send the same message through the different communication channels without overwhelming the client. Your first challenge will be to find the stories that are most likely to be accepted by your audience. However, it doesn't stop there. You'll still have to find a way to distribute your content without overwhelming others. You can be guided by your own brand book and by the content formats specified by the different platforms.
There are thousands of companies trying to get attention in the digital world. To do this, these companies use different social networking platforms, forums or websites on the Internet.
One of the mistakes, perhaps the most common, is wanting to be present where everyone is creating social media profiles. Just as this can be an advantage, it can also be one of the biggest mistakes a brand can make. Companies often think that just creating a profile and publishing once or twice is enough to start seeing results. However, this type of work requires more effort and much more patience.
If your company doesn't have enough resources to nurture and grow a community on every social network, you'd better rethink your strategy. It’s better to use only one or two platforms where you can provide incredible user experience, than to be present in many networks without being able to properly provide information to prospects.
This criteria also applies when you are tempted to join a new trend. For example, in the last few months, Tik Tok has been gaining much more market in the world of social media networks thanks to the fabulous acceptance of people for the type of content shared in this app. Now, if you're tempted to use this app, first think about whether you have the resources to make yourself noticed. This involves producing, planning, and shooting videos over and over again to gain relevance and maintain consistency.
Are you ready to design a winning brand? Growing your brand may seem like an impossible mission. It requires a lot of effort. But, you can achieve success by following our 5 steps to designing a brand by 2020. Now, it's time to put your plan into action.
Tell us, which of the 5 tips will you apply first?
Tell us what you think!