Here’s 5 Steps that will help you create an effective brand for your business.        

In the countdown to Brexit Irish companies are encouraged to pay close attention to building and strengthening their brand identities in their respective marketplaces. For anyone who finds the concept of ‘building their brand’ a somewhat foreign, or even bewildering, concept I am setting down below five simple steps that will help you create an effective brand for your own business.

Step 1 : Figure out your point(s) of difference.

Ask yourself, what are your unique attributes that set you apart from your competitors and which will attract clients to your offering. Remember, simply being different isn’t enough for a successful positioning strategy. You also need to be attractive and distinctive.

Step 2 : Attract customers

Provide values and attributes that customers genuinely want or need.

This is not always as easy to do as you might think and could involve doing market research backed up with an openness and willingness on your part to change in order to keep on top of a constantly changing market environment.

Step 3 : Make it distinctive

Stand out and reach out. Make sure your customers can receive a special service/ product feature from you that no one else can match.
Clearly tell them what this special service or product feature is and pro-actively provide it to them at each and every opportunity you get.

Step 4 : Decide which customers you serve the best

Provide values and attributes that customers genuinely want or need.
Focus on the market segment you serve best.
Don’t try to please everyone. Great brands carefully concentrate on pleasing some people —  a defined segment of the market — in an extraordinary way because of the unique and meaningful attributes and experiences the brands offers these people.

Step 5 : Find your place in the competitive land

You have to move strategically from the position your brand currently occupies in ‘droppable-customers’ minds to where you want it to be. You also have to ensure that the position you want your brand to hold in the marketplace isn’t already taken by some other brand or company.
Don’t try to slot your brand into a market or mind position already taken by a competitor. If you do this you’ll end up being a ‘me too’ player and this, of course, comes with the danger that it will focus your customers’ attention on your competitor as well