You need to understand your market, the customers/persona's within your market. Follow your company vision and all the value propositions you stand for. A brand can be a perception within the company. Ultimately your customers will define your brand.
First and foremost, your company's product or service is a starting place to DEFINE your brand. Secondarily, IDENTIFYING your target audience is key to branding (know who you're positioning your message to).
Taking a page from successful brands/branding-take a look at what Starbucks, Amazon, iTunes, etc are all KNOWN for...customer service, pricing, product...all GOODNESS...
Branding does not happen overnight-it is a PROCESS, and best happens ORGANICALLY. Give your customers/clients a reason to say good things about you (or feel good about you), and that will contribute to your REPUTATION. At the end of the day- your consumer reputation is what leads to either good or bad branding.
Always be ON BRAND-stand for something, and stick to it...be consistent, and be transparent to your clients/customers. They must always know what they're getting, and be assured that the quality of your product or service will ALWAYS be a positive good one.
Hope this helps you create the road map towards the road to your success..
Hi Vamsi - first and foremost what is your differentiator? Once you have that, then marketing is about effectively communicating that differentiation to your target market.
The heart and soul of branding is DIFFERENTIATION. You can have great service, great products, great everything -- but if you don't differentiate your company/products from the competition in a clear, compelling and memorable way you will never establish a brand.
Most marketers don't understand this. Which in a nutshell is why most marketing efforts fail.
Our Shipping Companies is all about service not shipping, also our retail is another focus that brings in clients!!!
Hey Vamsi, that is a challenging one.
Firstly, can you think of services that your firm offers, that your competitors don't, and to which your clients respond positively? That's where you'll start with branding.
My favorite examples of corporate brands are Apple, Nike and Rolls Royce.
Apple isn't about computers, mobile handsets or music players. It's about an experience.
Nike isn't about sportswear and accessories. Read their Mission to know what Nike believes in, and probably one of the reasons that makes it probably the most recognized 'brand in the world [http://nikeinc.com/pages/about-nike-inc].
Rolls Royce isn't about ridiculously expensive cars. They're about an enduring icon of innovation and luxury that have kept pace with time. The '03 Rolls Royce Phantom had 44,000 paint color options. You won't imagine the choices their present day customers get with regard to the tiniest of components in the car.
So start with that your company's firm beliefs, values and purpose(s) is. And what differentiates it and why. From there on, you'll need to, in a systematic manner, convey that purpose, and those beliefs and values to each and every division and business of your company. That's when you'll begin creating a brand.
Let me know if you'd like my firm, A-Team Business Consulting [http://ateamstrategy.in/] to assist your firm in the process of building it into a brand.