The 5 Simple Steps To Building Your Business Brand
Though it just sometimes just seems like pure luck, it isn’t. These companies have worked hard at building their business brand.
In fact, those companies have done such a great job building their brand that customers will still pay for their products and services even if the same products are available elsewhere for less money.
So, what on earth have they done to gain so many die-hard fans and followers?
Check out these five steps to see how you can begin building your business brand and improving the relationships you have with your customers.
1. Have a purpose.
This may seem obvious, but let’s talk more about it. Perhaps you think the “purpose” of your business is to improve people’s health, provide professional landscaping, or train athletes. And in a sense, you’re right. What your company does comes directly from what industry your business is in. But your company’s purpose isn’t necessarily what your company does. Let me explain.
At Nectafy, we offer five services: inbound marketing, content creation, website design, HubSpot launch and HubSpot refresh. These five services very accurately describe what we do, but they are not our purpose.
Though it isn’t officially written out anywhere on the website, our purpose at Nectafy is simply this: be helpful. We want to be 100% sure that every single thing that we do as a company is actually helpful to those we interact with. That’s one reason we ensure that every article, white paper, eBook, video—whatever it is, has a specific, tangible “takeaway”. We want to educate, inspire and, well, help!
Now, let’s apply this to the services we offer as a company. We seek to be helpful to those we interact with and we do this specifically through our five services. You may think that explaining it this way is like splitting hairs, but, having a reason behind why you do what you do really does make a big difference.
So, establish what your purpose is as a brand—one that extends beyond reaching your bottom line. Make it clear to all team members so that everyone is aware of what each and every action should be communicating to prospects and customers.
2. Join the conversation.
If you didn’t know already, people talk about your company. Conversations will happen person-to-person, but now that the internet is a primary way people communicate, conversations will also happen all over the web. And, since most people have an account with at least one social media network, you can be certain that conversations will happen there.
So, how can you discover where the conversations are happening? It’s pretty simple.
One way to do this is to conduct a survey that asks customers and prospects what social media networks they interact with the most. The results will tell you where to engage the most.
Then there’s Google Alerts. It’s a very simple tool, but it’s also a really cool tool!
So, you want to know who is talking about your business, but you don’t want to be scouring the internet every day to monitor whatever conversations may be going on. That’s where Google Alerts saves your day. Simply type in the name your business, your name if you’re the president or CEO of the company, your product name, etc., and then customize your “alert” options. Once you create an alert, Google will notify you via email whenever your company name (or your name) is mentioned on the web (you can select how often you’re emailed so your inbox isn’t blowing up with Google Alert emails all day long).
I created an alert for me, Marisa Dube (Vain, right?). I put my name in quotes so that I won’t get notified about any person with the name “Marisa” or “Dube”, and I also included “Nectafy” so that I will most likely get business-related results.
You can also use searches in Twitter to monitor conversations about you. Go into your Twitter account and enter your company name into the search bar (just like with Google Alerts, you can also search for your name or your product). Twitter will then pull every single reference to your search query in one window. Click “Save Search” in the top right on the window, and it will be an automatic search entry for you.
No matter where you find conversations happening, respond to the all comments in a positive way—even the negative ones! When you confront the negative comments head on, you can address issues and potentially solve problems. Doing this shows that you care and are attentive to dissatisfied customers.
3. Build trust.
Does the content you create align with your company’s mission and values? Unfortunately, you can’t write about any ol’ thing you want. Your content needs to reflect the identity of your brand.
Pauline Magnusson brings up great thought provoking points in her article. She says, “If your content isn’t aligned with who you say you are as an organization (and that counts for single person brands all the way up to large multinational corporations), you’re telling a story that is disjointed, unclear, and possibly even flat-out contradictory.”
Let’s say you hire someone to do your writing for you. They don’t know the “voice” of your company, and they don’t really understand your purpose. While this person may churn out an informative article, if it doesn’t do a great job representing who you are as a company, it will end up working against you. Consumers will notice the disconnect and will be less willing to trust you because of it.
Instead of outsourcing, work at developing a team dedicated to learning the voice of your company and representing you well.
4. Be honest and transparent.
This step kind of encompasses two and three. When issues arise (they’re undesirable but impossible to avoid), be honest about what’s going on. Address customer questions and concerns. When it does come, receive negative feedback well. Own up to your mistakes and errors and share how you’re going to correct them.
In fact, when you owe your customers an apology, check out this great post.
5. Be helpful.
Above anything else, be helpful to those you interact with (Being helpful is in our blood at Nectafy, so I just had to include it!).
Everyone wants to feel like they have someone on their side. If you can be that someone, you’re well on your way to building great relationships with prospects. So, educate your prospects and customers—show them that you are truly interested in seeing them succeed! (Check out this video about educating your prospects before they give you a dollar!)
Be a brand people love.
There’s no guarantee that thousands of people will come flocking to your website if you’ll do these things. But, if you actively work at building your business brand, those you do interact with will see the difference and appreciate it, and you should, too.
What about you? What have you done to build your brand? Tell us in a comment below!