When customers decide to spend money, they usually want to understand the benefits of their purchase. Interestingly, 70% of all purchases are made on an emotional level. This means that most buyers are not just thinking about the logical aspects of a purchase. If they were, more people would be driving small, fuel-efficient cars with basic features.
The Emotional Connection
Customers often connect with a brand on an emotional level. Think of your brand as a promise you make to your clients, prospects, employees, and even your vendors. It’s important that you can fulfill this promise. You cannot build a successful, long-term brand on unsupported claims and wishful thinking.
Differentiating Your Brand
To stand out from your competition, your brand — your promise — must differentiate you in the minds of your prospects. This is why you cannot rely on generic terms like quality, integrity, or price when positioning yourself in the market. Many companies claim these characteristics, so they do not help one stand out from another.
For example, if you are running a business in Nepal, think about what makes your product or service unique in the local market. Maybe it’s the way you source local materials, your customer service approach, or a specific feature of your product that others don’t offer.
The Role of Logos and Marketing
Logos, brochures, advertising, and other forms of marketing are individual components of a branding campaign. However, unless they are part of a larger system that defines a company’s capabilities, direction, opportunities, and essence, they cannot truly be called branding. Saying that a new logo is equivalent to a new brand is like thinking you can compete in a race just by putting decals on your car. Even if it looks good, it still might not be ready to compete.
Building Your Brand Actively
Every business, including yours, has a brand. The important question is whether your brand is being determined by outside factors or if you are actively building it on your terms. This involves a clear understanding of your market, consistent communication, and delivering on your promises.
Incorporating Trademark Registration
To ensure your brand stands out and is protected, consider trademark registration. Registering your trademark secures your brand legally and protects it from being used by competitors. In Nepal, the process involves several steps, including a trademark search to ensure your brand is unique, and filing an application with the Department of Industry. This not only secures your brand but also builds trust with your customers, as they see you are serious about protecting your business.
Tips for Building a Strong Brand
1. Identify Your Unique Selling Proposition (USP): Determine what makes your business unique and focus on promoting this aspect.
2. Consistent Messaging: Ensure that all your marketing materials, from your website to your social media posts, consistently convey the same message and tone.
3. Deliver on Promises: Always meet or exceed customer expectations. This builds trust and loyalty.
4. Engage with Your Audience: Use social media and other platforms to interact with your customers. This helps in understanding their needs and building a community around your brand.
5. Protect Your Brand: Register your trademark to protect your brand legally. This prevents others from using your brand name or logo and helps in maintaining your brand’s integrity.
Conclusion
Building a strong brand is about more than just a logo or a catchy slogan. It’s about making a promise to your customers and consistently delivering on it. It’s about standing out in a crowded market by clearly defining what makes you different. And importantly, it’s about protecting your brand through trademark registration to ensure that your business remains unique and trusted. Remember, TrademarkSewa can help you with trademark registration and other intellectual property needs to secure your brand’s future.
By focusing on these aspects, you can create a brand that not only attracts customers but also builds long-term loyalty and trust.