Build a brand people love. Build a brand image people respect. Give it a powerful purpose and define what your brand stands for.

• Why does your brand exist?
• What differentiates you?
• What problems does your brand solve?
• Why should people and potential customers care about what you are offering?

There are a lot of intricacies that go behind building a powerful brand image and purpose. However, the first thing you need is to build a foundation for your brand. And you can do that by leveraging slogans, value propositions, voice, messaging, stories, and even a unique tagline.

Do you have a certificate in sales and marketing? Don’t worry; even if you don’t, this guide can help you curate a robust brand-building strategy.

1. Carve Out How You Stand Out

The ONE thing that helps most businesses is the focus on differentiating themselves from the competition. For instance, no matter how much people criticise Apple for their high priced smartphones, they have distinguished themselves by providing the best in class quality and unique features that no other smartphone does.

So when developing a powerful brand identity, you must consider the uniqueness your products bring to the table.

How to do that?

• Think of at least 3 different competitors in your market.
• Examine what separates you from the rest.
• Make the result the focal point while communicating to your target audience.

1. Establish Your Target Audience

You can’t market roller blades to the baby boomers, and you cannot advertise bifocal lenses to millennials. That’s just wrong. Moreover, this doesn’t sit well with your brand’s purpose. First, you need to establish:-

• Who will relate more to your brand?
• Whose problem are you solving?
• Where are your customers?

Your brand identity will go to dust if you don’t target the right audience and demographic. For instance, Ola has a great customer base in Bangalore and neighbouring cities. On the other hand, Uber has a stronghold in Delhi NCR.

Simply put, to maintain the brand identity and purpose, you must target the marketing activities based on your target audience.

1. Focus On Your Visuals

A picture says a thousand words, and what people see reflects your brand message.

Giants like Apple and Nike are all-stars when it comes to aligning their visual identity with their brand message. Learn from their branding campaigns and consider answering the following questions while building a brand’s visual identity and purpose:-

• How do you want people to feel and respond to your brand message?
• What story do you want to tell your target audience?
• Are there any negative aspects to the visuals you are promoting?
• You may find a visual relatable, but will the audience be able to relate to it?

With a simple understanding of effective strategy for long term success and things that build brand awareness, you can make your way around the brand identity block in no time.

The MICA marketing and brand management courses can help you do just that. By helping you establish a strong brand image with a powerful purpose, this course enables you to maintain long-term growth and revenue for your organisation.

1. Watch What You Say and How You Say It

The concept of building a powerful brand image and purpose is relatively simple. To gain power, you must respect. And respect can be established by what your brand says and how you say it. It’s how you actually communicate with your audience.

• Use a headline that captures social media attention.
• Curate website content that is conversational, not just technical jargon.
• Realise that the way you are writing may come off as aggressive even if you don’t intend it to be.
• Polish your content so it makes sense to every age group.

There is a humongous scope for internet marketing in the coming years. And with the right certificate in sales and marketing, you can learn how to stay on top of the latest brand-building trends, ensuring your brand has a powerful brand image and purpose.

1. Answer the 5 W’s of Brand Marketing

• Who your customers are?
• What are their goals and problem areas?
• Where do they spend their time?
• When are they most active or available?
• Why and how they make certain decisions?

This can help you develop personas for your target customers, enhancing your marketing and branding efforts.

If you strive to gain in-depth knowledge about these concepts and more, consider enrolling in the MICA marketing and brand management courses. MICA, the alma mater for marketing professionals, is offering comprehensive masters courses in branding, advertising, PR & communications. By leveraging the extensive curriculum and quality education, you can ace this domain.

1. Evaluate How Customers Perceive Your Brand and Your Brand Identity

How positively or negatively people see your brand matters.

For instance, what do you think when you hear the name of:-

• Nike – That it is a legendary shoe manufacturer.
• Apple – The most priced smartphone company with high status.
• Mc Donalds – The most delicious burgers in town.

Research how customers react when they hear the name of your brand. These insights can help you evaluate your brand image’s current perception, allowing you to change those perceptions and the overall brand image.

1. Do You Have a Disaster Management Team?

PR disasters happen all the time. Remember the JW Mariott and Rahul Bose disaster? Then there is the Gillette campaign flop.

These disasters may seem like they are not a big deal, but they actually dialled down the image of the brands. So if you aspire to build a flourishing brand image and a powerful purpose, make sure you have a disaster management team that can help you overcome such situations.

Over to You…

Now you know about developing a powerful brand image and purpose, an advanced skill set and tools are all you need. This is where MICA marketing and brand management courses come into play.

By helping you focus on every intricate detail of building brand image, purpose, and identity, the MICA marketing and brand management courses can help you build a brand and give life to your brand identity strategy. So for a well-rounded knowledge in this domain, consider enrolling in these courses.