Saul Mishkin

Successful Branding Tips For New Companies

In a recent Nielson survey, 59% of consumers indicated they would prefer to buy new products from brands familiar to them rather than a brand they are unfamiliar with. In other words, it is incredibly important as a new company to focus on building a solid brand. Here are several successful branding tips for new companies.

But first, what is branding?

Colors. Logos. Fonts. These visual elements are often the first things that come to mind when it comes to branding. Jeff Bezos, founder of Amazon, succinctly explains branding, “Your brand is what other people say about you when you’re not in the room.” 

In other words, your brand is a combination of what people think about your brand and how much they think about your brand.

The first step in creating your brand strategy is to write your story. A compelling and genuine story. Think about what makes your product or service unique? What will motivate customers to return to your company over and over again? Why should someone choose you? Once you can articulate those things, write a short, simple, and memorable story to communicate what makes your company stand out.

Then it’s time to tell your story. The more consistently you tell your story, the more it will stick with your customers. This consistent messaging will help shape a positive image of what people think about your brand and how often they think about your brand.

As you consider different ways to tell your story and communicate your brand to both potential customers and customers, consider the following:

•Create an experience. How can you create an experience around your product or service? Maybe it’s in the unboxing. Maybe it’s in the shopping experience. Maybe it’s with the customer service experience. Whatever it is, find a way to create an experience for your customer. 

•Build a community. Connect your customers so they feel a shared community around your product or service. You can also leverage this community to share about your company with their friends and family.

•Be disruptive. Sometimes you need to be willing to break marketing “rules” to step out and do something boldly. 
•Frequency. If you only share your story once in a while, it will not be something that customers remember. Consider how you can remind your customers of your brand’s story on a regular basis. How can you include your brand’s story in social media posts, in your packaging, and in your advertisements?

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