Your brand is your business’s most valuable asset. It can take years to build and days to destroy. Fortunately, there are three proven ways that you can create a successful brand, provided you are willing to invest the time and resources.
1. Be the Face of Your Brand
Too many business owners expect their brand to build itself. You must be the defining face of your brand and be passionate about it in everything that you do.
Ido Leffler, one of the founders of Yes To, a globally renowned beauty product company, attributes her constant commitment to her brand for its rapid success.
“As a founder you need to be your brand’s number one ambassador,” Leffler told Forbes. “I’ve been wearing something orange every single day for 7 years, whether it’s a watch, hat, t-shirt or jacket. I do it because it makes me stand out, and it reminds me of where we started.”
2. Deliver on Promises
Reliability and honesty are two of the most important factors customers look for when following a brand. You cannot earn the respect of your customers or colleagues if you fail to live up to your promises.
This is a principle that Nokia has always lived by and continues to follow as they roll out their new 5G technology. They have been making bold promises about the future of 5G and preliminary tests have shown they intend to deliver on them.
“This is not only a marketing claim,” said Volker Held, head of Innovation Marketing at Nokia Networks. “We are using it. It’s really prestandard 5G. I would say, overall, the tracking [for commercialization]is good. We have a good concept of the industry and the technologies and what it can deliver.”
A variety of Nokia partners have been testing 5G and already expressed strong support for it. Nokia has also been very detailed about the future of the technology, so users should know what to expect. They commissioned FutureWorks to create the white paper “5G Use Cases and Requirements.” This paper gives a clear overview of the benefits of 5G and necessities for using it.
Nokia has also been very upfront about the deployment times. They admitted that the technology may not reach the market for a couple of years.
Nokia’s commitment to its promises is one of the reasons it has such strong brand loyalty. The same can’t be said about brands like Avis Rental Car. Avis uses the tagline “We Try Harder,” but many customers feel it hasn’t lived up to this promise.
3. Engage With Customers Across Various Platforms
This is the digital age. Customers expect you to be engaged with them. They have much more favorable impressions of brands that connect with them on various social platforms.
Using a single platform such as Facebook isn’t usually enough. Customers use multiple sites these days, so you will need to reach them everywhere you can, because repeat encounters help strengthen their brand image.
However, you have to be careful not to stretch yourself too thin. There are thousands of social media platforms these days and you don’t have time to use all of them. You will want to establish a presence on Facebook and a couple other sites that cater to your target audience.