When you are looking to create a strong brand for your company, it is important to establish your ‘why’. Your ‘why’ tells the consumer why they should buy from you versus another company. It explains your company story, why you are unique, why you are better than anyone else at what you do.
Creating this company story is imperative to creating a memorable brand. If you are unsure where to begin, here are some steps to get you started.
1) Poll your current customers and employees about why they choose you over someone else. Ask them what they believe makes your company unique. You can do polls over social media, offer discounts for people who leave reviews, ask you mailing list, ask current clients personally, and more. Be creative.
2) Read and follow your company reviews online. There are a wide variety of sites that offer people the chance to leave reviews for companies based on personal experiences. See what people have to say, the good, the bad, and the ugly. Use it not only to make improvements in your company but also to see what people see as being great aspects of your business.
3) Research the industry you are in and look for weaknesses. There is always something that can be done to make a particular industry more customer friendly. Try to determine what that gap is and how your company can help fill it.
4) Think about what particular strengths you and the other senior members of your organization bring to the table. Some people are gifted writers, others are excellent public speakers or very artistic. See how you can take these traits and apply them to your industry. These aspects can be emphasized in your company story.
Taking these four techniques will definitely help your company begin to develop a strong brand story. Take your brand story with you to improve your logo, tagline, and overall marketing strategy. You should be very happy with the results.