5 Tips for Building a Brand in The Bahamas
Brands are hard to build and easy to tarnish.
Here are five tips on how to successfully implement branding for your business.
1. Who is Your Audience?
Defining your audience is the first step to building a successful brand identity. If you don’t know exactly who you’re speaking to, you won’t know what to say!
Think of it this way, who should want to be friends with your brand?
Get specific with these questions: Age, Gender, Location, Income, Marital Status, Occupation, Education Level. Depending on your product or service, it may be helpful to define ethnicity. For example, if you sell chemical hair relaxers, it’s important to target your ethnicity.
If you’re struggling with this exercise, contact us to help you define your customer demographic.
2. Define Your Brand
Review the product or service your business offers, pinpoint the space in the market it occupies and research the emotive and rational needs and concerns of your customers.
Your brand character should promote your business, connect with your customer base and differentiate you in the market.
If you're trying to build a luxury coffee brand, you may not want it placed in gas stations or being sold on the side of the road. Defining your brand will help you decide where you'll place your offering.
3. If your Brand was a Person Who would it be?
Every one of us is an individual whose character is made up of beliefs, values and purposes that define who we are and who we connect with. Our personality determines how we behave in different situations, how we dress and what we say.
Of course for people it's intuitive and it's rare that you even consider what your own character is, but when you're building a brand it's vital to have that understanding.
Is your brand powerful, dominant and aggressive or is your brand more assertive, and mild mannered?
4. Aim to build long-term relationships with your customers.
Don't dress up your offering and raise expectations that result in broken promises, create trust with honest branding - be clear who your company is and be true to the values that drive it every day.
Long term relationships with your customers mean that you will do your best to keep them coming back and build brand loyalty.
5. Be Bold.
Big brands are encumbered by large layers of bureaucracy, preventing them from being flexible and reacting to the ever-changing needs of their customers.
Those layers of decision-makers can make it hard for them to be daring with their branding. But as a beginner, you have the nimbleness to take more risks with your branding.