There are probably hundreds of millions of brands out there in the world, AT LEAST. In the United States alone, we know that we buy from more than one. When it comes to your computers, you may prefer Apple. When it comes to clothes, you may like inexpensive brands or high-end luxury brands, and the same may apply to the car you drive. Brands are everywhere, and it’s rather easy for us to decide the strong brands versus the weak brands. But what factors contribute to a great brand? How can your Houston business develop a strong brand?
Price is Not Everything
“Price is an issue in the absence of value"
- Joe Plumeri, Chairman and CEO at Willis
While price may often hint at quality, which then may hint at value and brand strength, it is not the most important factor, and it is not always an accurate portrayal of a product. When a brand provides superior value to the customer, price is no longer an issue, much less the deciding factor.
On the other hand, when potential customers don’t see enough value in your Houston business’ product or service, then price is more likely to become the deciding factor between your brand and another. Unfortunately, those who became a customer based on price may very easily go to a different brand until they find one they wish to be loyal to.
Understand The Value Your Houston Business Provides
Speaking of value, before you can build a successful brand for your Houston business, you need to understand what makes your product or service a valuable in order to get the most out of your business marketing efforts. This is why we go through a branding meeting with our clients. In this meeting, we help you develop 3 Unique Selling Propositions (USPs) that break down what makes you valuable to your target market. These are often emotional, as emotion is primarily what encourages customers to connect with people and with a brand, thus driving loyalty.
Understand Your Target Market
A key step in developing a brand and a successful business marketing strategy is determining who your customers are and what is important to them. Be sure that your target customer is able to identify with your brand because of the similar values and/or experiences you share. For example, you wouldn’t be a barbecue restaurant marketing to the vegetarian or vegan communities. Make sure your brand’s voice, which is shared through your brand content, is well aligned with your customer’s voice, as well.
Practice What You Preach
Your product or service, the customer experience, and advertising and marketing efforts must reflect your brand identity. Branding is most effective when the entire company fully embodies that identity and incorporates it in all aspects of their jobs. That way, it’s easier for others to follow suit. If you would like to strengthen your brand, please contact our Houston branding experts. We will help you develop a strong brand that you and your customers align with, so you can successfully expand your business.