Brand Building: The Single Greatest Retail Marketing Element

by Josh Biggs in Digital Marketing, Marketing on 11th March 2021

Brand building is essentially setting a unique identity that inherently creates value for a business. Branding allows companies to be known and get discovered by their target audience.  Branding embodies everything about how the world sees you and your business. Great brands are best at capturing their audience and define who they are as an entity.

How do you build your brand? Here are some basic things that you need to know to establish your brand:

  1. Know Yourself

As cliche as this might be, knowing yourself and what you want to get out of your business is vital in setting goals and vision—having a clear idea of what you want will set you up on what direction to take. 

Is it a business that you see yourself working on in the meantime or the next ten years? Is it something that you want to do full-time or as a side hustle? Your business goals and vision will help you steer clear from unnecessary actions and give you a reference.

Use the same name for everything! Secure the name that is unique to your brand across different platforms to avoid brand confusion later.  Each service caters to a different audience; utilizing multiple social media with the same name will help you connect with your audience and optimize your content distribution. 

You can also claim a website domain with that name. Make business cards. You can link your accounts to automatically cross-post your content, which may assist you in your outreach efforts. Put it out into the world and let the people know who you are. 

  1. Know Your Business

What are the products, goods, or services that you offer? What are other things that you can provide in the future? A business that has inherent value will always be profitable. 

Your branding should represent the value and services you provide in a particular niche. How can I find brand value? Look for gaps. As they say, “See a need, fill a need.” There probably won’t be any business that is entirely void of competition, but plenty of companies can coexist and even thrive together. Just remember that this is something that you want as a brand.

Whether it is in the visuals or written cues, use branding that portrays your business. For example, businesses that cater to medical industries use medical terminology and symbols to represent their industry.

  1. Know Your Market

The products, goods, or services that you offer should cater to the market that you have. Effective retail marketing allows you to reach your potential target market. Information such as age bracket, lifestyle groups, shared interests, locations, and industries are data that you need to determine who you can provide service to. 

Build your community and engage with your market. Always ask for feedback and suggestions for improvements—customers like being heard. The more you interact with them, you can figure out what strategies will best work for your market. Branding that best reflects what your target audience wants will be attracted to your business.

  1. Learn from Others

Besides looking within oneself and your market, a business may also opt to learn from others. Certain effective practices that the others use can be applied or even improved to your own. If you found something novel that no one else is doing yet, look to capitalize on the opportunity!

Now that we have covered the basics of building your brand, next comes the essential part of cultivating and growing it. Note that not all brand-building happens in one go. It will take time and effort as you go on with your ventures. The primary key to efficiently growing your brand is consistency. There is a particular discipline to being consistent with outputs – including quality, time, and effort. 

Another aspect that drives branding is engagement. Great branding encourages engagement, most especially if it widens your target market. The wider your branding caters to many people, the more likely it is for you to get more business.

Besides the internal dealings of branding, external factors can also help with cultivating your brand. Networking by creating meaningful relationships with others is an effective retail marketing strategy that allows you to be associated with retailers within a similar, if not the same, industry. 

Another method would involve collaborations from other sectors, and this will enable you to tap into the market you might not have necessarily tapped into yet. Cross-pollination of audiences will allow both businesses to thrive together.

Big household name-brands no longer need an introduction. You already know what they do and who they are. Great brands made a name for themselves, however long that took them. They are not what we know now if not for trials and revisions they had to make over time. It just takes patience and openness to growth to set your brand for success.