Where and How Your Brand Shows Up in the Market

In the video “Where and How Your Brand Shows Up in the Market,” Philip VanDusen discusses the 7 core foundational elements for successfully branding a small business. He emphasizes the importance of brand story, look and feel, voice, presence, promise, equity, and engagement. VanDusen highlights how telling the story behind your brand in an evocative way, designing the brand intentionally, creating a consistent tone, showcasing the brand in the market, delivering value, cultivating brand loyalty, and engaging with customers in a two-way conversation are all crucial for building a successful and memorable brand. These secrets provide the roadmap to navigate the ever-changing landscape of branding for small businesses, ensuring longevity and differentiation in the market.

Branding your small business can be both challenging and rewarding. By focusing on the 7 core foundational elements outlined by Philip VanDusen in his video, you can lay the groundwork for building a successful brand that stands out in the competitive market. From crafting a compelling brand story to consistently showcasing your brand’s look and feel, from delivering on your brand promise to engaging with your customers effectively, each secret plays a vital role in creating a brand that resonates with your target audience. So, roll up your sleeves and get ready to dive into the exciting world of branding as you uncover the secrets to branding success for your small business.

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Brand Story

Your brand story is the foundation of your business. It’s the story behind the brand that needs to be told in an evocative way. Think about what makes your brand unique and what inspired you to start your business. Share your story with your customers, let them know who you are, why you started the company, and what your mission is. This humanizes your brand and creates an emotional connection with your audience. Founder stories are powerful and memorable, so make sure to communicate your brand story effectively.

Brand Look and Feel

The way your brand looks and feels is crucial in creating a strong brand identity. It’s not just about having a logo, but about designing the brand intentionally. Consider the visual elements that represent your brand, such as color palettes, specific fonts, photography styles, and even sounds or animation styles. Consistency is key in brand design, so make sure to use these elements across all your marketing materials and platforms. Investing in brand design from the beginning will save you from the costly task of cleaning up an inconsistent mess later on.

Brand Voice

Your brand voice is how you sound to your customers. It’s the tone and personality that you use to communicate your brand message. Make a conscious decision about how you want to sound and choose a voice that aligns with your brand story and resonates with your target audience. Are you going to be friendly, inspiring, or cautionary? Think about what your customers want to hear and tailor your brand voice to meet their needs. Remember, the message you push out should be what your customer is yearning to hear, not just what you want to say.

Brand Presence

Your brand presence is where and how your brand shows up in the market. It’s about creating a brand ecosystem that includes your website, social channels, content footprint, and marketing efforts. Determine where you want to be seen and heard and develop a consistent presence across these platforms. Focus on one or two platforms initially and expand only after you have been consistent for at least six months. Consistency is key in brand presence, so make sure to show up regularly and be recognized, remembered, and revered by your audience.

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Brand Promise

Your brand promise is the value and solution you offer to your customers. It’s about being distinct from your competition and delivering on your promises. Define your mission and identify what makes you better and different. Your brand promise should be chanted like a mantra by every person in your company. It should be reflected in your products, services, and even in the way your employees interact with customers. A brand promise is like a wedding vow, it is forever and it forms the basis of trust and loyalty from your customers.

Brand Equity

Brand equity is the result of consistent and authentic branding efforts over time. It’s like compounded interest, it takes time to build but it pays off in the long run. When you show up consistently, look and sound authentic, and deliver on your brand promise, you build trust and loyalty with your customer base. Word of mouth marketing is the gold standard of brand building and it is the result of a strong brand equity. Brand preferences are often passed down through generations, so building brand equity creates a lasting impact and establishes your brand as a trusted choice.

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Brand Engagement

Brand engagement is about engaging with your customers in a two-way conversation. It’s not just about broadcasting your message, but about listening and responding to your audience. Engage with your customers on social media, respond to their comments and messages, and show genuine interest in their needs and feedback. Encourage user-generated content and create opportunities for your customers to become brand advocates. Building a strong brand engagement fosters loyalty and strengthens the relationship between you and your customers.

Physical Locations

Physical locations, such as brick-and-mortar stores or offices, play a crucial role in brand presence. They serve as touchpoints where your customers can physically interact with your brand. Make sure your physical locations reflect your brand look and feel, and create an experience that aligns with your brand promise. Consider the layout, design, and atmosphere of your physical locations to create a cohesive brand experience for your customers.

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Online Presence

In today’s digital age, having a strong online presence is essential for a successful brand. Your online presence includes your website, social media channels, and other online platforms where your brand is represented. Invest in a well-designed and user-friendly website that reflects your brand look and feel. Use social media strategically to engage with your audience and share valuable content. Consider other online platforms, such as podcasts or video content, to expand your reach and connect with your target audience.

Conclusion

Branding is a vital aspect of building a successful small business. By focusing on the seven core foundational elements of brand storytelling, look and feel, voice, presence, promise, equity, and engagement, you can differentiate your brand and create a lasting impact in a competitive landscape. Remember to tell your brand story in an evocative way, design your brand intentionally, create a consistent brand voice, show up in the right places, deliver on your promises, build brand equity over time, and engage with your customers in a meaningful conversation. By following these branding secrets, you’ll be on the right track to branding your small business successfully.

Source: https://www.youtube.com/watch?v=YBXcQrMpMt8