One of the most important skills that an entrepreneur can master is branding. With a great brand, people can immediately identify the values of the company behind it. A brand should speak to a company’s promise to its customers and clients while building a unique identity that differentiates it from its competitors and highlights its strengths. Jukin Media founder and CEO Jonathan Skogmo has developed the company into a leading brand in video rights that also manages some of the top video brands such as FailArmy and The Pet Collective. While each of these brands has its own distinct style, they all closely relate to Jukin’s own image. The following are some key tips to keep in mind when developing a brand as an entrepreneur:
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1. Integrate across social media platforms.
In today’s world, many people learn about brands for the first time through social media. Thus, a brand’s social media profile must accurately reflect the company’s branding in terms of the themes and messaging. Within a few seconds of exploring any social media profile, individuals should be able to develop a reasonable sense of what the company stands for and what it can offer to customers. Importantly, branding should be consistent across all social media platforms. Social media is particularly important for branding since companies can share a wide range of content, all of which can speak to their own unique identity.
2. Build relationships with other companies.
Branding often builds upon the work undertaken by other companies. When brands collaborate with other organizations, they indicate to customers that they share similar values. Cross-promotion can help to quickly expand a customer base, particularly if the two brands are similarly aligned. One company’s customers will likely check out the other, particularly if the collaboration is meaningful and involves joining forces to contribute to a specific charity or to raise money for a particular cause. While it might seem counterintuitive to work with other companies when developing a distinct brand, strategic alignment can speak deeply to the values of a company and its approach to doing business.
3. Create a sense of community with a brand.
Humans possess an innate drive to desire a sense of belonging. One important strategic move that an entrepreneur can make when developing a company is to create a community around a brand. When people feel like they are part of something special by buying a specific product, they are more likely to continue making purchases. Moreover, other people will want to become a part of the community, too. Creating a community or movement involves more than putting a logo on a product. Companies need to stand for something meaningful and demonstrate how supporting them also contributes to that particular cause. A great example of this is social entrepreneurship and brands such as TOMS, which donates shoes to people in need for each pair purchased.
4. Communicate regularly with customers.
Brands can change over time, which is a natural progression as businesses’ goals shift. The key to making people feel connected to a brand in times of change is through communication. Entrepreneurs should put a significant emphasis on communicating with customers, whether it is through emails, social media posts, or other channels. Communication is often a two-way street, meaning that people will feel more comfortable offering feedback, which will only make a brand stronger in the long run. Overall, entrepreneurs need to strike a balance between engaging customers and staying relevant. Brands that announce major changes, exciting new products, or even just initiatives they are spearheading can build a lot of good will while strengthening their identity.
5. Focus on the small details when branding.
Entrepreneurs often focus on the big picture and sometimes struggle with the details. Branding is all about these small details. For the most part, consumers are much more observant than entrepreneurs would initially think. Everything from fonts to color schemes can send a message about a brand’s personality, and consistency is key. When branding, every choice needs to be carefully considered to ensure that it leaves the right impression.
6. Focus on differentiation.
Sometimes, entrepreneurs are afraid to go against the grain and stand out from their competitors because it can introduce a certain degree of vulnerability. However, these features are exactly what need to be emphasized when branding. Consumers want to know why they should choose one company over another. Entrepreneurs need to think about the niche that they want to serve and should not shy away from branding which reflects that choice. The target audience will appreciate the effort. Since companies will likely still attract people outside of their target demographic, they can shift their branding over time to reflect this fact.
About Carson Derrow
