As the saying goes, “you never get a second chance to make a first impression.” This is especially true when it comes to launching a new brand. Building a strong brand foundation is essential for establishing trust and recognition with your customers. In this article, we’ll explore some of the most important do’s and don’ts for your new brand, drawing from examples of successful companies and best practices in brand building.
Do: Develop a clear brand identity
One of the most important things you can do when launching a new brand is to develop a clear brand identity. Your brand identity should include everything from your logo and color scheme to your brand voice and messaging. By developing a clear and consistent brand identity, you can build recognition and trust with your customers.
Example: Apple is one of the most successful and iconic brands in the world, and their success can largely be attributed to their clear and consistent brand identity. From the design of their products to their marketing campaigns, Apple has created a brand that is instantly recognizable and synonymous with innovation, creativity, and quality.One of the key elements of Apple’s brand identity is their minimalist design aesthetic. The company’s products are known for their clean lines, simple shapes, and elegant design, which has helped to set them apart from their competitors. Even their branding and packaging reflect this simplicity, with the iconic Apple logo and sleek white packaging.
Another important element of Apple’s brand identity is their marketing and advertising campaigns. Apple’s ads are known for their simplicity and focus on the product itself, often using white backgrounds and simple copy to highlight the key features and benefits of their products. This approach has helped to reinforce the company’s brand identity as one focused on simplicity and innovation.
Don’t: Copy your competitors
While it’s important to stay aware of what your competitors are doing, it’s a mistake to simply copy their branding or marketing strategies. Your brand should be unique and distinct, and copying your competitors will only make it harder for you to stand out.
Example: Rather than trying to compete with these established brands on price or product quality, Dollar Shave Club decided to differentiate itself by creating a fun and irreverent brand personality that resonated with its target audience of young, tech-savvy men.The company’s now-famous marketing video, which featured the CEO making humorous statements about the state of the shaving industry and its high prices, went viral and helped to establish Dollar Shave Club as a disruptive force in the market.
Dollar Shave Club also differentiated itself by offering a subscription-based service that delivered high-quality razors and other grooming products directly to customers’ doors on a regular basis. This service model provided convenience and value to customers, and helped to build a loyal following for the brand. By creating a unique and memorable brand identity, offering a convenient subscription-based service, and focusing on sustainability and ethical manufacturing practices, Dollar Shave Club was able to carve out a niche in the crowded shaving market and build a loyal customer base.
Do: Build a strong online presence
In today’s digital age, having a strong online presence is essential for building a successful brand. This means not only having a well-designed website but also leveraging social media, search engine optimization, and other digital marketing channels.
Example: Glossier is a great example of a brand that has built a strong online presence. Glossier’s success can be attributed to its focus on creating a strong online presence through social media, user-generated content, and a seamless online shopping experience. By listening to its customers and creating products that meet their needs, the company has been able to build a loyal following that is passionate about its brand.
Don’t: Ignore negative feedback
While it can be tempting to dismiss negative feedback, it’s important to take it seriously and use it to improve your brand. Whether it’s a negative review on Yelp or a critical comment on social media, negative feedback can help you identify areas where you need to improve.
Example: Domino’s Pizza is a great example of a brand that took negative feedback seriously and used it to improve its business. In the late 2000s, the company was struggling with declining sales and negative reviews of its pizza quality. Customers complained that the pizza was bland, with a cardboard-like crust and artificial-tasting sauce.Instead of dismissing the negative feedback, Domino’s took a bold step and launched a campaign to improve its pizza recipe and ingredients. The company admitted its faults and used the negative feedback as an opportunity to make significant changes to its product.
Domino’s conducted extensive market research and taste tests to develop a new pizza recipe, which included a new crust, sauce, and cheese blend. The company also introduced a range of new toppings and side dishes to its menu.
To promote the new recipe, Domino’s launched an advertising campaign that was transparent about its past shortcomings and emphasized its commitment to improving the quality of its pizza. The company also encouraged customers to provide feedback on the new recipe, further demonstrating its dedication to listening to customer feedback.By taking negative feedback seriously and using it as an opportunity to improve its product, Domino’s was able to turn around its business and build a more loyal customer base.
Key takeaways for building your new brand
To build a strong foundation for your new brand, consider the following tips:
- Develop a clear brand identity
- Differentiate yourself from competitors
- Build a strong online presence
- Take negative feedback seriously and use it to improve your brand
In conclusion, building a successful brand requires careful planning, attention to detail, and a willingness to learn from your mistakes. By following these do’s and don’ts for your new brand, you can set yourself up for success and build a brand that resonates with your customers for years to come.