5 tips to Creating a Bulletproof Brand

Whether a meal tastes substantially different to its competition or a car has better handling than those it’s racing against means very little in the thoughts of most laypeople purchasing them. Instead of what’s under the hood, consumers are interested in what a brand says about them. 

For businesspeople, this means establishing a solid, dynamic and engaging brand identity before their product goes to market. 

But how can an SME establish a USP that will have buyers salivating? Here are a few tips to get you started.

Show the people behind the brand

The root word of ‘personality’, is ‘person’, and that’s because people are the key drivers behind engagement. That’s why charismatic television presenters command big bucks, or why social media influencers can persuade their followers to sample a new product. 

One of the simplest strategies to place people front-and-centre in your company is to share their personal story on your website. Establish the biography of your company’s founder, making it clear that their idea is a passion project more than a money-making venture. Customers won’t simply be buying something that can help them in their day-to-day lives; they’ll be contributing to a go-getter’s dream. 

Get influencing 

Speaking of social media influencers, the world of Instagrammers and TikTokers has become fertile ground for establishing a brand identity. For a small fee (or, for the big fish, an exorbitant one), you can have a young buck explain your product to their audience in a way that’s accessible, engaging and out of reach for most companies going it alone. 

Find an influencer who aligns with the brand personality you want to create, and you’ll be plugged into a ready-made audience. 

Add pizzazz to your office 

An office space should make a strong impression as soon as you walk in the door, acting as an extension of your brand. Using bespoke panelling from companies like Lawcris, meticulously considered colour schemes, and art that reflects the values of your company will paint a vivid impression on anyone visiting your workplace.

Audience 

Are you aiming for young men who love football? Working adults looking to settle down? Or older women with expendable income? If you can focus on the demands of a certain audience, then your brand messaging will enjoy a laser sharp precision. 

Culture

Beyond the aesthetics of an office, the company culture you establish can be a compass which points in the direction of your branding aspirations. If you can foster a work environment that’s inclusive, open to collaboration, and accessible for all, then those values will shine through in your brand. 

Take Valve, the gaming company that’s made billions in revenue, as an example. Its employee handbook was leaked (presumably by a savvy marketer at the company) in 2012. Within this hefty document was a focus on autonomy, respect, mentorship and personal development. For anyone who came across the handbook online – whether they were a gaming aficionado or not – the company suddenly became a dream place to work for, and its cultural cachet rose exponentially. 

Do you have any tips for creating a bulletproof brand? Share your thoughts in the comments section below!