13 Key Strategies For Building A Successful Brand In Today's Economy

13 Key Strategies For Building A Successful Brand In Today's Economy

A brand is so much more than a logo or its visual elements, and building a strong one is often equal to, if not more important, than the product or service itself.

A crowded market, not understanding your target TGT -1.23% customer, inexperience — all of these factors may affect your ability to be successful, especially as a first-time business owner. It’s easy to get carried away with overcomplicated strategies, but keep your sights on the core elements when it comes to creating your brand. Below, members of Forbes Coaches Council explain what these are:

From left to right: Mark S. Babbitt, Carolin Soldo, Michael S. Seaver, Debora McLaughlin, Barbara Safani, Laura DeCarlo, Michelle Tillis Lederman, Joseph Ranseth, Tara Padua, Cheryl Lynch Simpson, Terra Bohlmann, Wendy Pitts Reeves, Rachel Mestre. All photos courtesy of the individual members.

1. Leverage The Testimonial Economy

We now live in the testimonial economy. We no longer listen to what others say about themselves. Instead, we go online to learn what people say about them. Influenced by their comments, we make a more informed buying decision. Want to build a successful brand? Leverage the testimonial economy by building a community of ambassadors ready to share their love of your brand online. - Mark S. BabbittYouTern

2. Create Emotive Appeal

A key way to build a successful brand is to use emotive appeal by creating an association between the product or service and an emotion. When we understand the key desires and struggles of our target market, we can build a brand persona that shows how our product can help our target market achieve their desired state of feeling. Most buying decisions are emotional in nature.  - Carolin SoldoCarolin SoldoCoaching & Events

3. Focus On Generating Value For Others

People rarely remember what you said or did, but they remember how you made them feel. Trust is the most important currency in the 21st century, and the person you’re serving must feel the genuineness of your character and experience your competence first hand. Generate value for others three times before asking for anything in return. If your service is unique, your brand will be solidified. - Michael S. SeaverSeaver Consulting, LLC

4. Use The Internal Dialogue Of Your Clients

Talk your prospects’ language. We tend to use marketing words to define our brand. What is your prospect saying to their partner over the dinner table? Are they using words like “alignment, collaboration or engagement?” More likely they are saying, “We can’t get things done, no one cares that we are behind, we are missing deadlines, again.” Use what they say in your branding materials. - Debora McLaughlinThe Renegade Leader Coaching & Consulting Group

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5. Be Known For A Specific Niche

Don’t muddy your message by telling prospects you are an expert in multiple things. For example, saying you are an image consultant for men and women is a much less powerful message than saying you are an image consultant specializing in women over 40 who are re-entering the workforce after being stay-at-home moms. Being specific allows you to be memorable and the best in your niche. - Barbara SafaniCareer Solvers

6. Identify And Target Your Ideal Client

To have a strong brand you need to know, see and appeal to your key demographic. The best way to do this is to create your ideal client avatar in crystalline detail. Consider geography, age, parental status, favorite tv shows, goals, online status, education level, fears, dreams, weaknesses, dislikes, etc. When you know who this person is, you can shift messaging to speak directly to this person. - Laura DeCarloCareer Directors international

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7. Be Consistent

A brand is a promise of an experience and is directly connected to trust. If you want to build a successful brand, first be clear on the brand personality. What are the ABC’s: attributes, behaviors and characteristics of the brand? Then ensure that every interaction a client has with the brand infuses those ABC’s into it. Consistency builds trust and solidifies the brand. - Michelle Tillis LedermanExecutive Essentials

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