How to Establish Your Perfect Brand

Determining your company’s brand can be an intimidating task if you don’t know how to approach it, but it is one of the most crucial parts of marketing. With a unique and effective brand identity, you can develop a social media management strategy that leaves buyers with a good impression and keeps business rolling. In order to establish the brand that is right for your purposes, you need to understand your audience, mission, and brand personality. Let’s take a look at each step in establishing your perfect marketing brand.

Establish Your Audience

Before you can create a compelling brand, you must determine your audience. While it might seem strategic to aim for a large range of people to make the most sales, you’ll have more luck if you get specific about who you are targeting. Consider things like age, gender, location, and education. Once you know the basics, dive deeper. What does this group of people care about? What are their hobbies and lifestyles? The more detailed you can get about your audience, the better you will be able to create content that tailors to their interests.

Know Your Mission

It is equally important to know your company’s mission – why do you exist and why should people care? Your mission is the driving force for your content and the reason people come to your company. In fact, trust in a brand’s purpose is increasingly crucial to customers. One study found that 85% of consumers want brands to solve their problems, and 80% of consumers want brands to solve society’s problems. Marketing is no longer about selling a product, but selling the purpose and values behind it as well. A brand development agency like Bright Age Digital Creative Agency can help you determine how to communicate your mission to the appropriate audience, so that your content appeals to the needs of your consumers.

Determine Your Brand Personality

Once you understand the basics, you have the tools to refine your brand personality, which largely comes across in the kind of culture or emotional appeal your company pursues. Some possible personalities include compassionate/sincere, enthusiastic, sophisticated, informational, or funny. Whatever you land on, your brand personality should be consistent with your target audience and core values.

One of the primary ways to get this personality across is through your marketing voice. For instance, Geico’s funny brand personality consistently puts out humorous social media posts, which is modeled perfectly in this Instagram post.

In addition to a fun photograph, Geico’s caption is simple and silly, using colloquial language with a funny hashtag. Whatever your brand personality is, make sure that your word choice, tone, and visual style match it.

Part of your brand personality also involves a strategy for engaging with users in comments and DMs. For instance, will you respond to an upset user with helpful information, a witty comeback, or no reply at all? Each of these responses have their own strengths, so it is important to find the one that works best with your brand. A brand development agency can help you with this tricky social media management by quickly and professionally engaging with users on your behalf. Galaxy Theatres provides a good example of social media interaction. With an enthusiastic brand personality that cares about their customers’ movie experiences, they efficiently respond to questions and criticisms with a friendly tone and helpful information. These comments come from a Facebook post about a popcorn pickup deal during COVID-19 closures.

Find What Sets You Apart

The internet makes every competitor available at a person’s fingertips, so you need to make it clear why your brand is the best choice. It is important to observe what other companies in your industry are doing and understand why your company is unique in comparison. The SWOT analysis is a helpful tool that guides you through your company’s strengths, weaknesses, opportunities, and threats. This can help you determine what you’ve done well so far and what needs improvement in order to boost your brand. 

Your brand is your reputation, so make sure to revisit these steps as your company changes over time. Spend time thinking about your brand, and don’t be afraid to narrow in on your mission and audience. A brand development agency like Bright Age will help you in all of these steps and take the work of social media management off your hands, so you can get back to the company mission you’re so passionate about.