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Building a Lasting Brand

The Elusive Little Blue Box – 5 steps to building a lasting brand with your customers

When you see the Tiffany & Co. box, what do you think of? Quality, perfection, first class?

When I see that little blue box I think of determination, focus and a steadfast purpose for the brand. That little blue box has surpassed the job of holding jewelry and has become an icon of wealth, success and prosperity for the Tiffany & Company.

So how does that happen? How is a company able to build a brand, not around their product, but around the box that holds the product?

In this particular case I attribute their brand success to a consistent focus on message, identity and customer. Tiffany & Co. doesn’t try to be all things to all people. They are laser focused on who they are as well as who their customer is and what their customer wants from them.

Building a brand is just like building a reputation in that you need to prove yourself again and again in order for people to put their trust in you and become loyal to your brand. This holds true for individuals, small companies, and even the largest, most trusted brands, such as Kraft Food, Disney and, yes, even Tiffany & Co.

So how about your company brand? Are you building the right reputation with your ideal customers?

Brands aren’t built overnight. If you are truly interested in building lasting relationships with your customers, be prepared to commit to the long-term, stay focused, and not give up.

With that in mind, here are 5 steps to get started in building your brand:

1. Be specific

Know what your brand (company) stands for, and know what your brand (company) promises. Your brand promise should be precise and attainable, and you should be able to communicate it clearly. For example, don’t just say your brand stands for quality. That’s a broad statement that any individual or company can make. How does your brand specifically live and breathe quality? Those specifics are what will make your brand stand out from your competition.

2. Be bold

Once you know what your brand stands for and promises, don’t be afraid to shout it boldly. You need to make everyone else believe you’re the leader and authority in your area of expertise and specialization. Don’t meekly communicate your message. Say it with powerful words and conviction.

3. Be consistent

Get your brand message out there and don’t waiver on it. I’ve read statistics in the past that state as soon as you’re tired of your message, your customers are just starting to recognize it. Commit to your brand message. A consistent message and customer experience are critical elements to building your brand.

4. Be honest

People welcome honesty and transparency, and your business will be rewarded for it. Don’t offer something you can’t deliver. Don’t try to be all things for all people but rather focus on the key products and services your company can execute well and deliver on your promises. Integrity goes a long way.

5. Be relentless

Get your brand message out there. Then get it out again and again and again. People are inundated with a plethora of messages each day. It’s not only critical that you try to stand out from the competition. It’s equally important that you are not forgotten. Don’t drop the ball on communicating your brand promise and building your brand image. Your efforts will be rewarded in time.

Now, take these 5 steps and start applying them to your business today, and build a brand that lasts!

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Organic Social Media Management

Learn how to effectively use social media to build your brand and cultivate a loyal fan base.

This consultation includes the following components:

Interview: Element212 will review:

  • Your current social media platforms
  • Competitive analysis
  • Target market analysis

Recommendations:

  • Social media posting strategy
  • Content overview strategy
  • Strategy evaluation
  • Develop followers
  • Tools & Resource recommendations
  • Quarterly review
  • Consistent branding across social media platforms

Search Engine Optimization (SEO)

Learn how to optimize your website and improve your website’s ranking in search engines such as Google.

This consultation includes the following components:

Approach: Element212 will provide:

  • Keyword selection strategy
  • Step-by-step instructions to maximize on-site optimization for your content
  • Tips on where to place and link keywords on your website
  • 2 high-quality backlinks

Recommendations: You will receive:

  • An actionable strategy for improving on-site and off-site SEO
  • 3 & 6 month check in and recommendations

Full Brand InsightsTM Research

Duration: 7-9 Weeks

We’ll take an in-depth look at your brand, communications & buyer’s journey to devise a comprehensive marketing strategy that works.

This consultation includes the following components:

Interview: One-on-one interviews with team members & customers or clients to uncover:

  • Company S.W.O.T.
  • Company Goals
  • Internal/external perspectives
  • Brand perception gaps
  • Customer persona
  • Differentiators
  • Internal & External expectations
  • Customer buyer’s journey
  • Perceived value and benefits
  • High value

Survey: Online customer & team surveys

Analysis: Current marketing audit

  • Marketing Collateral
  • Website
  • SEO
  • Content

Report & Recommendations: In-depth overview of your customer’s and team member’s brand perceptions along with a comprehensive marketing strategy and a Gantt timeline for the following:

  • Integrated marketing communications
  • Ongoing marketing messaging
  • Website audit
  • Brand positioning
  • Digital advertising

General Marketing Strategy

Duration: 14 days

Ready to step up your marketing? We’ll identify opportunities and develop a plan that capitalizes on those findings.

This consultation includes the following components:

Interview: Half-day team interview to uncover:

  • Company growth goals
  • Company S.W.O.T.
  • Brand expectations & voice
  • Company differentiators

Survey: Online customer & team surveys

Analysis: Current marketing audit

  • Marketing Collateral
  • Website audit
  • SEO audit
  • Content audit

Report & Recommendations: Data gathered to bridge the gap between customer & company perspectives with insights to shorten the sales cycle. This report includes marketing strategy recommendations and a Gantt timeline for the following: Website Social media Print marketing Digital advertising Public Relations

Agile Brand InsightsTM Research

Duration: 5 days

We’ll take a look at your brand and identify opportunities for the advancement of your marketing efforts.

This consultation includes the following components:

Interview: Half-day team interview

Survey: Online customer & team surveys

Analysis: Current marketing strategy

Report & Recommendations:
High-level overview of your customers’ & team members’ brand perceptions along with marketing strategy recommendations and a Gantt timeline.

Buyer's Journey Research

Duration: 3 days

We’ll help identify your customers’ buyer’s journey and how you can influence their purchasing decisions.

This consultation includes the following components:

Interview: Up to 10 customer interviews

Survey: Online quantitative customer survey

Analysis: Secret Shopping (when applicable)

Report & Recommendations: Insights into the decision-making process your customers go through when researching, considering, and ultimately deciding where they make their purchase. This report also includes marketing recommendations along with a Gannt timeline.

Internal Team Communications

Duration: 7 days

Let’s take a look at your team’s internal and external communication processes and identify opportunities for improvement.

This consultation includes the following components:

Interview: Half-day team interview

Survey: Online anonymous team survey

Analysis: Secret shopping (when applicable)

Report & Recommendations: Insights report showing gaps and opportunities for internal communications & processes and marketing recommendations with a Gantt timeline.