Branding your business is the one thing that will solidify your business’s image and its future success.
The way you are seen in your customer’s eyes means everything when it comes to selling your products or services.
It’s the one thing that sets you apart from your competitors, and it dictates what people will do business with you now and even more so, ten years from now.
Michelin tires are an excellent example of this and have been in business for 131 years now because of it.
They will most likely continue down the trajectory they have created for themselves because they have successfully branded themselves as the go-to tire brand that prides itself on tire quality and respect for their customers.
This isn’t a tire ad; I just enjoy how much bang you get for how much you pay.
If you want to have a brand as successful as the big names out there, you have to set branding goals like them!
Today we will go over the five types of branding goals you have to choose from and plan and achieve the ones most important to your success.
What Are The 5 Types Of Branding Goals?
The Branding goals you choose are subjective to where your business is currently and the goals you have laid out.
Think about what you need to work on the most regarding helping people decide whether or not to do business with you without hesitation.
Keep that in mind as you read through the following few points to get the most benefits from your branding.
1. Build Awareness
Brand awareness is all about getting seen by the most amount of people as possible.
The goal is to create brand recognition within people’s minds so that they will most likely turn to you for your help whenever they do come across the problem you solve.
Let’s say you need a new TV and don’t want to go to the store to get one physically.
You pull out your laptop or smartphone and head to your favorite online shopping platform.
Then after doing some browsing, you gladly make the purchase and continue about your day.
What was the brand that came to mind first in the scenario?
Most likely, it was Amazon or Walmart, or Best Buy.
A brand that has done their research and got in front of as many people as possible to make their brand well-known and the most obvious choice to be the solution to needing a new product online.
Whether you were aware of this or not, you have been programmed subconsciously with the choice you made for a very long time.
You see and hear brand names all day long on places like semi-truck trailers, billboards, cars with bumper stickers, streaming ads, movies, and pretty much anywhere that your attention will have a possibility of being.
Look around, and you will notice their brand popping out at you everywhere, subconsciously planting a seed that they are there for you.
If you’re starting a business, then this will be the best branding goal for you to work on.
Brainstorm how you can get in front of as many eyeballs as possible at the right time so they know where to turn when making their buying decision.
Check out our post on The types of digital marketing you have available in your tool belt for you to take advantage of and get started today.
2. Create Emotional Connection
Creating an emotional connection with your customer means become relatable.
Come up with a story of who you are and what you do that resonates with your customers’ problems.
This should be posted anywhere that your brand is visible, on your website, in advertisements, or on social media.
Anytime someone comes in contact with your brand, you need to relate and show them that you understand their challenges instantly.
Make a statement that is super clear and to the point.
To give you an example here, let’s say you were a financial advisor; your clear and catchy statement could be something like this: “most people can’t get their heads around their financial future, so we created a financial map that puts all your info in a weekly dashboard giving you peace of mind about your finances.”
By speaking about the things that your customers are struggling with currently upfront and center, you’ve got their attention right away, and they feel strangely connected to you because you understand their pain.
Think about how you can implement this into your brand based on what problems you were solving for your customer.
Put your statement front-and-center on your homepage and anywhere else that people come to experience your brand.
3. Differentiate Your Offering
How are you different compared to the other businesses in your industry?
What separates you from them?
Is it your product quality or maybe your price?
Do you offer different styles or different colors that no one else does?
What makes you unique that people will remember you by and want to return because of?
Go ahead and do some competitive research and look at what everyone else is doing and see what you do better compared to them or what you can do.
Maybe you can provide better customer support, or perhaps it’s that you can get your product to them the same day they order.
Whatever it is that makes you unique, make sure people can see it without putting much effort into searching for it.
4. Create Credibility And Trust
Credibility and trust are built by consistently going above and beyond when delivering your product or service.
Be a business that does what other businesses are not willing to do.
That means to get personal with customers.
Show that you care about them and the work you do for them.
I had a plumber come out about two months ago to fix my water heater because it stopped working.
The gentleman came by and took a look at it, and after doing some inspecting around the scene of the crime, he reported back that he thought it was just the pilot light that went out but wasn’t 100% sure just yet.
He changed out the pilot light, and after the job was done, he told me that he wasn’t going to charge me that day because he wanted to make sure that this was the proper solution to the problem.
The next day, he would come by and see if it was still working correctly and make sure the flame didn’t go out.
It was nice to see that he was interested in seeing I was taken care of before considering being paid.
I was more than happy to pay his fee the next day when he stopped by to double-check his work, and on top of that, I’ve referred over several friends since.
This isn’t to say that you need to give everything away for free but make it clear that you are trustworthy and care about the people you serve.
Over time, more and more trust will be given into your business, and you better believe that people will refer you to others looking for your products or services.
5. Motivate Purchasing
The Branding goal of getting someone to purchase from your business is about giving incentives to help people move forward.
Consider implementing coupon codes or limited-time promotional deals to get people in the door without thinking twice about it.
Send out this promotion through an email list, or have it labeled and plastered onto your website for users to click through or apply at checkout.
You can incorporate this into your advertising through Google ads and on social media platforms like Facebook spread the Awareness of the promotion, you get more people in the door.
By doing this, you’re just making the decision easier for someone to purchase from you.
How Do You Plan Out Your Branding Goals?
Great, so now you know what branding goals are, what do you do now?
It’s time to start planning and working towards actually making things happen.
There’s no point in having information that you don’t use because it becomes pointless and more of a burden than anything else.
So in the spirit of taking action now, let’s talk about how you can plan out your branding goals in the best possible way.
Focus On Making SMART Decisions
Smart is an acronym that makes goal setting more focused and straightforward.
Specific – Make your goals as clear and concise as possible so that there is no guessing involved.
Measurable – Make sure that your goals are measurable. Set KPIs to help keep you on track and let you know if you are going to hit your target goal or not.
Achievable – Is this goal something within your reach? Meaning, if you are starting a YouTube channel today, don’t expect to hit a million subscribers tomorrow. be very honest with yourself here.
Realistic – Are you in a position to make this happen? Do you have enough money to back you up? Do you have the time to set aside?
Time-bound – Set a specific date and time that you plan to have achieved this goal.
It’s cool to shoot for the stars within your aspirational goals, but it is also beneficial, to be honest with yourself and put everything on the table, so you have the best possible chance of actually achieving your branding goals.
How Do You Achieve Your Branding Goals?
Great, you picked your plan of attack and even laid out how you will start attacking.
What is it going to take to hit your branding goals?
What is going to be the easiest way to stick with things and make them happen?
We put together some tips to help you stick it out and manage to pull off your desired goals.
Break Things Down Into Smaller Chunks
Sometimes your workload can start to look overwhelming if you’re staring at the entire plate of what you need to do to make your goals happen.
Here’s the thing, you’re making it harder on yourself by trying to attack the biggest problem as a whole.
Don’t think about it as one big problem.
Break it down into smaller bite-sized chunks that you can manage a lot easier.
Take your Branding goal and break down exactly what you have to do to make the overall goal come to fruition.
Separate things into days and give yourself one thing to do daily until you have everything accomplished.
Dedicate one day for research, the next for planning things out, and so on until you’re just looking at smaller, more doable tasks that you need to take care of instead of a huge overwhelming one.
Keep An Eye On Your Progress
Keep track of your progress with KPIs and Analytics tools that help you keep an eye on all of the metrics that matter most to you.
How to see how far you’ve come from when you started and let you judge whether or not you are on the right path to make this happen.
Check out our post on KPIs to learn what they are to understand better how they can help you.
Celebrate The Victories
Take pride in your wins and celebrate when something works.
The small victories help motivate you along the way and keep you focused on that and your goal.
Eventually, the small victories will turn into bigger successes and, from there, tremendous accomplishments.
It becomes a snowball effect, starting small and slow until it is huge and rolling down the mountain’s side at unstoppable speeds.
Conclusion
Branding means everything, especially in today’s world where there’s so much competition around you, and it’s hard to distinguish one business from the next.
To stand out among the competition, you will need to be seen as the go-to product or service by clarifying who you are and how you can help your customers.
If you want to be the company people remember for generations, branding will be a priority in your overall marketing strategy.
Spending time to coordinate your branding goals with your overall marketing strategy will set you up for a higher chance of success.
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