In order to become the master of your brand, you must first have an understanding of what it takes to create a successful one in the first place. If you are reading this and believe that your logo and your brand are one and the same, then you will need to re-think your brand building. The companies that have built a solid brand are those that understand there is more to it than just a great looking logo. We could go into real detail about how to create a brand that will help your business grow, but instead, let’s just break it down into the 4 essential P’s.
The first P that we are going to talk about is purpose. When you came up with the idea of starting your own business, you must have had a reason for choosing the industry that you did. Was it because you were passionate about the niche, or was it because you believed that you could deliver a product or service that was lacking in the industry you chose. There are a million different reasons for starting a business, but yours is unique to you. That is your purpose, and it’s something you need to make your customers aware of.
The next P that is essential in branding is your promise. If you look at how businesses market themselves, you will usually find that they focus on one thing that they do particularly well over and over again. You need to decide what it is that your business excels in and then use that as your promise to the people who will come and use your services. What you are essentially doing with this promise is letting the customer know what they can expect from you every single time.
One of the most critical aspects in building a brand is creating a very specific personality for your business. Let’s imagine for a moment that you operate a restaurant that serves a very specific style of food, and that a restaurant up the street offers the exact same thing. You want customers to be able to discern the difference between you and your competitor, even if your menus were identical. This can be done with the type of atmosphere that you create in your establishment, such as dress code, etc.
The final P in this list is positioning. Your goal here is to try and convince the customer why they should choose your business over your competitors. What do you offer that the others don’t, and why would it be more beneficial for people to shop with you than anywhere else. If you can give them even just a single great reason, you will be surprised how many people you can sway. This P in combination with the other three will quickly help you establish yourself as the master of your brand.