BRAND BUILDING 101
Branding isn’t easy but it can be the most fun part of creating your business – it’s essentially what enables you to sell your products and services. This is how you get people to subscribe to your social media account(s), opt-in to your texts/emails and look forward to the content you create. Brand building allows you to construct a connection with your audience and create your own niche within your industry. If you create a strong enough personal connection with your audience it becomes easier for them to see a need for your product(s) and close sale(s), no matter the price point.
So how are you going to connect with your audience?
As you begin to develop you brand here are some questions you should be able to answer:
What are you trying to communicate to your audience?
Every brand has a story so make sure to tell yours. Let your audience know why you started selling hair products and how your products are going to solve their hair problems. Studies show that African Americans have spent more on their hair care products and are now 2.4x more likely to buy hair products compared to the average beauty shopper. There has also been a shift in who we are buying products from. Yasssss that’s right, 39% of African Americans expect to purchase more products from Black-owned brands. We are slowly but surely reclaiming our market by creating stories and products that resonate with our lifestyle and our hair.
How do you add value to their lives?
Strong branding can increase the value of your business because people will be attracted to you and what you represent. Think of ways to connect with your audience - know who your ideal audience, you know exactly who to talk to, how to solve their problems, and how to create value they are searching for. What are you up to these days? Where are you going what are you doing? What can you show/teach them? Do you have any hot topics to talk about? How can you make them feel something every time they come across your page?
Think about some of your favorites brands and why you connect with them. These are some attributes you may consider mimicking in your brand (in your own unique way of course).
What makes you different from the competition?
If your branding is unique and appeals to your audience, they will without a doubt remember it. Use your words, pictures, colors, videos and voice to set yourself apart from other businesses selling products you’re selling, convey messages to your audience and solidify your brand in their minds.
Your branding is the bridge between you and your audience; your job is to influence that connection.Your mission, vision, values, and purpose will all play a huge role in that connection.
Now you have a better understanding of what branding is its now time is to start building a brand strategy. A good solid branding strategy will do a lot for your small business. It can increase your revenue and customer satisfaction. If you need to create a solid brand strategy, I can help with that too! Click this link to check out Branding 101. (put in link for page with discount)
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“Analysis: Multicultural consumers are set to drive beauty growth amid continued category shifts in 2021.” Nielseniq, 12 April 2021, https://nielseniq.com/global/en/insights/analysis/2021/multicultural-consumers-are-set-to-drive-beauty-growth-amid-continued-category-shifts-in-2021/.