Millennium Magazine_8th Ed

BUILDING A BETTER BRAND One of the first things entrepreneurs should develop for their startup is a functional brand. It is the representation of what your customers should feel upon seeing your brand, and what determinations they should expect from your company. The good news is there are ever- green and relevant tips that you can use, no matter what decade or industry you are in. THE BRAND SHOULD BE BASED ON THE AUDIENCE One of the biggest mistakes you can make as an entrepreneur is to base your brand on your prefer- ences. The brand is not for you. You know what the business is about. The brand is meant to communi- cate ideas to your target market. Thus, you should base the brand on what works for your intended customers. For example, if your target market does not generally listen to podcasts, you should not make a podcast. If your market tends to be on the more serious side, your brand should match that attitude. Keep them in mind, and you should drive your brand in the right direction. FOCUS ON CONSISTENCY Consistency is important in any brand-building effort, as one of your goals is to train the consumer in what to expect from your company. When the average person knows what to expect from your brand, you will not only generate better leads – you will also inspire loyalty more easily. The problem you face is ensuring that consistency is applied. If you do not have a brand bible yet, make one and makes sure everyone sticks to it. CREATE A PLAN While planning seems obvious, you would be surprised to discover that numerous businesses do not really have a strategy or plan for their brand. They make a logo, they pick colors and they call it a day. Failure is not guaranteed for those companies, but they do court it more because they do not have goals, tactics or even any real idea what they want to represent and inspire in the audience. Find out what you want your brand to do, then figure out the steps needed to accomplish those goals.