Establishing Your Brand 101

“Figure out what Google wants to be when it grows up.” 

– Steve Jobs to Larry Page

It’s no secret that big-name brands have a competitive edge over smaller less established businesses. Powerhouse companies are innovative, well-known, and memorable. These are instrumental qualities that advance success in today’s market. But how is this achieved? 

Industry giants aren’t created out of thin air. 

Everyone has to start out from somewhere. For Steve Jobs, it was his parents’ garage – And, no one could have guessed before the 2000s what Apple would mean to the world today. For many, it takes time to construct an identity so unique it stands out from the crowd. So, where do you start? 

  1. Find Your Niche: Strong brands are unique and individualistic. It is important to highlight the things that make your business, service, or products valuable in today’s market. Find the thing that distinguishes your company from the competition and you will be pleasantly surprised by the extra business you can tap into. 
  2. Target Your Audience: Who would benefit most from your product or service? Who would be more interested? Who do you want to attract? Asking yourself these questions will help give you a broad idea of who you are targeting. From there, testing can give you a better understanding of the specifics of your audience like age range, job description, lifestyle, etc. This key part of the puzzle will help shape your messaging so you can attract the right clients to your business.
  3. Promoting Your Business: Marketing efforts are extremely important, especially online. First, you will need a strategy that can convert your audience into customers. This is a learning process that consists of trial and error. However, investing time into your online audience is crucial and extremely beneficial to the longevity of your business.
  4. Be Bold: In a technologically advanced generation, many people have become accustomed to the new and improved marketing techniques companies are deploying. Though it’s tempting, mainstream advertising may become flooded or oversaturated, resulting in a minimal return on investment. Instead, be bold in your efforts by staying vigilant of new trends, promoting with honesty, and finding a visual language that encapsulates your audience. 

Strong brands are more than the sum of their logo because they hold a powerful attraction over their audience. Inevitably, it is what makes a person decide to choose Starbucks over Dunkin’ or an iPhone over an Android (or vice versa). Likewise, have you ever noticed that Android and iPhone users typically choose that brand for years to come? Strong brands like these are consistently adding value to their customers’ needs, wants, or desires. This is crucial for creating brand loyalty and building a strong customer retention rate. 

VEL supports an array of professionals by providing a space with features, products, and amenities that encourage productivity. It takes time to build and establish a brand which is why we help our customers work at twice the speed. Whether you are running a one-person empire or collaborating with a team, VEL provides the tools to help you get sh*t done.

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