By Phillippe Narvaez
Building a brand requires multiple steps that include conceptualizing a brand identity and choosing a brand name, creating a brand logo and building relationships with customers. Making a brand memorable requires tapping into customer wants and desires in a way that ignites customer loyalty.
Building a strong brand begins by conveying the mission and values of a company to customers through logo creation. A logo symbolizes the image of a company using unique design elements. Logos can represent a company or a specific product. Some companies create a brand slogan that conveys why consumers want what the company offers. Brand building goes beyond promotion of the company image. Connecting with consumers is essential to attracting loyal customers.
One way to foster this close connection between company and consumers is to engage in tribe building as it relates to business. For example, Apple computer has a tribe of “fan boys” and “fan girls” who are always eager to wait in long lines when the company launches a new product. This type of loyalty comes from a company catering to its target audience of loyal tribe members. Another method used in brand building is personalization. Companies can create products that appeal to the personal lifestyle interests of consumers. This close connection between brand and lifestyle has a powerful influence on consumer behavior.
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