One should identify the specialty of the Company that makes it identical from other competitors and work on that specialty and make it a point of utility that may attract the attention of the consumers.
Know your company, have passion for what you want to stand for because being a company is easy, being a brand requires courage to choose a path and integrity to stay firm on it.
1. Study your marketplace, determine your direct competitors and the space you want to play in, focus on finding the white space
2. Identify your core target and understand their needs and pain points. List them
3. Map your brand vision, of who you are and what you want to stand for - Articulate your brand essence on a piece of paper, laminate it and put it where you see it always
4. Align your company strategies and tactics to deliver against your brand promise
5. Measure, monitor, tweak and refine #1, #2, #3 and #4, to continue to be relevant
never be complacent, always question your users, monitor your competitors and see if you are delivering. Continue to refine.
You are on your way to making your company a brand.
A simple road map for making a company into a brand
1. Identify your target audience
2. Identify their likes and dislikes
3. Identify your USP –“answers they should prefer your brand over others?”
4. Connect your USP with your target audience
5. Present your brand with smart words and provide emphasis on the benefits
6. Provide top-notch services
7. Remember that customer is the King
8. Gain good reputation from your clients
As you are in the field of helping others choose the right path for their career, your brand needs to be personalised to you, clearly communicating that you 'walk the talk' when it comes to giving career guidance.
Authenticity is the key - you are your brand, you need to live it.
The MAP we use goes through all of these steps that you are looking at - check it out and it might help you manage the steps you take: Ultimate Business propellor.com - take a look at The Program page. Hope it helps.
Differentiation: The truth about marketing is that it's often a matter of taking something very small about your product and making it appear more important in the mind of your target.
You can read my blog post from today on this topic here: http://indeliblebranding.com/marketing-strategy-made-simple-brand-differentiation/
Be consistent. Your brand becomes visible by being shared, read and seen on social media, as well as on traditional media. From logos to slogans to photos to tweets, posts and advertising, your message must be consistent. Here is a good article that may help you understand branding a little more. http://www.graphicdesignbyvictoria.com/#!How-To-Marketing-Tips-for-Start-Up-Businesses/cjy3/C2D4E73B-DEFE-48DB-9767-2023FBD0A538
The first thing you have to do is figure out your DNA. What is the one thing that is "you", the one thing that makes you different from everyone else. The one thing that no matter who is looking at or talking about you- it is unequivocally you (for better or for worse). Once you know that - every single thing you do must reflect that. Some of the other answer below can provide you with the next steps. Good luck!
I agree with Robert C - Starting with Why is outstanding advice and the model we have used for over 20 years of branding. Simon Sinek's book and TED talk is an excellent explanation of the model, although it's quite amusing that he claims to have come up with it on his own. I learned it from mentors that have used it since long before Simon was born. :)
How do you define "brand"? Marketing experts will generally answer along the lines of "a brand is your company image". But a brand is more than just your company image. It also includes your customers' experience and the expectation you set when doing business with your company. In short, it is promise.
Let me give you an example to illustrate this point. The other day I was in one of my favorite restaurants, and as we sat down I asked the server about any specials that evening. As he handed me my menu he told me he did not know of any specials that evening. I went ahead and placed our order for food and drinks and enjoyed the meal. When we went to pay the manager told me that because we had spent enough money, we were eligible for a free gift. (We qualified by only 50 cents!) Needless to say I was both excited and frustrated, because if we didn't buy the one appetizer or one more drink, we would not have qualified for this free gift. By not developing a culture within the restaurant that stresses the importance of the server knowing about specials, this company did not live up to its brand promise. Building a brand is not just about advertising, it's also about training your staff, and many other variables that you need to pay attention to as a manager or an entrepreneur.
It starts with the Vision -
7 Steps to Creating a Company a Brand
1. - Your reason Why? - most people start with the What, what product to sell or the how, how will I sell. Your reason WHY, will get you through things when the going gets really really tough.
Everyone needs to understand what's in it for me? Ask yourself the question - What's in it for you - whats your driving force to have a successful business.
I will tell you mine --- I had a major health crisis 5 years ago, a mental and physical breakdown due to stress, it has taken me 5 years to get well, plus the full belief I can have a successful business, plus lifestyle, plus loving harmonious relationships, personal and professional.
In that time, I have co-authored a book, about this health crisis, only too find it was Step 1 of my mission. Deep inside me I discovered, I am connected too my own inner child, and what does Kathryn have that is so unique and special too the world. Its a deep passion to help and assist others too increase, their sales, profit so they can have the adventure they so desire, plus be authentic too themselves.
This is what Exercise Your Muscle is all about - being authentic and adventurous. How many revisions, of my logo, business plan, has this taken..... Heaps............. Are you brave enough too find exactly what your mission, your purpose is all about, then translate this into a logo, review it, refine it.
Step 2 -- Your Purpose, put this into a statement, Next find your tag lines that align with your logo. These are simple statements that when someone asks what you stand for - you can say.
Eg - I stand for integrity, adventure, love, passion, results, follow-through.
Step 3 - Your lifestyle you want to achieve. Life is not all about the money. How many CEO's manager's do you see who have everything physical, that money can buy, yet are empty.
Take a morning and meditate, think bigger and dream.
What does your ideal life look like? --- I envision myself travelling the world, having adventures with the people I meet, while receiving a certain amount of cashflow for my efforts, plus giving massive value and building the relationships I so desire.
My vehicle -- A laptop business by the beach, automatic ebay store, Skype sales coaching.
Step 4 --- Now the How? Have you ever done NLP? There is certain meditations when you have the clear goal in the CREATE equation. This means figure out a goal that is concise, realistic, emotional, achievable, timed and you can see the end goal.
Then write this goal in the form of
IT is NOW............(the date you want to see it in your time line) and I have (the end goal)
Then complete a visualization called strategic visionary, by Christopher Howard. This process makes the goals suddenly happen in your unconscious mind, so that in real life, you are suddenly taking those small steps towards the goal without too much effort.
When you reflect say 3 months later you realize you now have that goal achieved in your life.
Sometimes the HOW - takes place how it is meant too, not HOW YOU think its meant too.
Step 5 --- What are you selling? What the customer's journey and experience. Apple and Disney are know for the experience of the customer, not want they sell. Apple happens to just sell computers. Disney just happens to be a playground of toys and rides.
Whats the market your selling too? Whats your customer service like? Does everything follow through and align with your ethics, mission and purpose. This builds trust and repeat business.
Step 6 - Systems and Your Team - How do you build your team? Are you a leader, what sort of leader are you. Have you delegated correctly? Have you outsourced correctly. Are you still doing what you want too do each day? There are certain actions and jobs which are best done by people that love doing that task. Its about going with the energy flow, being authentic with yourself, yet respecting and appreciating the other person's authentic spirit and energy as well. So give them jobs they love too do.
Step 7 - Having a sense of fun, adventure, joy, giving, happiness. Being able to connect with all the emotions of life. Life is too have fun after all. My mission --- To live a Non-regretful life.....
Hope this helps, this has been my journey in discovery of creating my own brand.
And by all means have fun.