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Establishing your brand is one of the most important things you can do as a business owner. After all, your brand is what your target audience will love, identify with, and follow. Here are the five ways to establish your brand and foster the customer loyalty that every small business craves.

Get to Know Your Target Audience

Before you think about how you want to position your brand, it’s vital to know who your audience is. This includes learning about pain points, understanding what your customers like, and finding out what drives them. There are a few different ways to do this, such as conducting a survey or holding focus groups. As you continue to gather data and learn more about your target audience, you will be able to fine-tune your brand.

Target Pain Points and Needs

Experts suggest that one of the top ways to develop a successful brand and marketing strategy is to target customer pain points rather than just talking about how cool your product or service is.
Take the brand Reading With RIK, for example. Reading With RIK is a product that incentivizes children to read. Each reading incentive kit (RIK) accompanies a well-known children’s book. As young readers progress through the book, they open packages that contain prizes that keep them motivated and increase comprehension.
It’s a great product. But what’s even better is the brand’s ability to target its audience’s pain points through its marketing strategy. Reading With RIK introduces the product not by talking about how cool it is but by addressing the parent’s primary pain point: “I can’t get my child to read.”
Sales and marketing experts maintain that people don’t buy a product because they like it but because it alleviates a pain point. Keep this in mind as you develop your brand.

Focus on One Brand Message

While your product may be multi-faceted, your brand shouldn’t be.
After reviewing your marketing data, decide on a logo, theme, voice, personality, slogan, and marketing strategy that succinctly and accurately convey the main idea behind your brand.
Take Nike, for example. The company’s products are diversified and useful to a wide range of people, but when you think about the brand, chances are you automatically think of its logo and slogan, “just do it.” All of the company’s marketing messages are built around this one idea. As a result, Nike is able to easily connect with its audience to sell shoes and clothing.

Get on Social Media

Did you know that 74 percent of American consumers use some type of social media? Social media marketing is one of the best ways to solidify your brand’s voice.
In a recent article, AdWeek highlighted 10 of the top brands using social media to their advantage. One brand that resonates particularly well with its audience on social media is Netflix. The company does a great job of connecting with its audience, targeting and alleviating pain points, and creating content that is fun and relaxed.

Showcase Your Personality

Remember to showcase your brand’s unique personality. You are marketing to real people who have real feelings and enjoy moving content. This is one reason people look forward to Super Bowl ads as much as they look forward to the actual game. When you are developing your brand, don’t be afraid to highlight your personality.
For more information on how to build an effective brand, read “3 Key Factors to Improve Your Brand’s Core Message.”

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