The Four Steps to Build Powerful Branding

Your brand is your reputation, and it can reflect the relationship between your business and your current or prospective clients. In this article, we explain why building a brand is important, followed by a step-by-step approach your company’s marketing team can follow when building a brand.

Before jumping into developing a brand, it is essential to understand who your target audience is and the brand resonance model. The Brand Resonance Model is a process that enables brands to establish active loyalty relationships with their customers. It takes into account the positioning of the brand and how it influences what consumers think, feel, and do, as well as how they connect with the brand. Brand resonance refers to the strength of an individual’s emotional connection to a brand and their willingness to consider the brand when they have a similar need to fill.

The Four Steps in Building Powerful Branding

Step 1: Brand Salience

It is critical to establish your identity as a brand and ask yourself, “Who are you?” To ensure customer identification of the brand, it is vital to create a strong connection in the minds of the customers between the brand and a specific product class, product benefit, or customer need. Brand salience measures a brand’s consumer recall in varying consumption situations. This includes evaluating the strength of the brand’s awareness and the extent to which customers are aware of the needs that the brand can meet.

Step 2: Imagery and Performance

This step is essential for developing your brand’s meaning and answering the question, “What are you?” To firmly establish the totality of brand meaning in customers’ minds, it is important to strategically link a variety of tangible and intangible brand associations. Additionally, it is important to ensure that the brand performs well and meets customer expectations. Brand performance describes how well a product or service meets the needs of the customer, and brand imagery is used by brands to meet psychological needs. Brand imagery refers to intangible aspects of a brand that allow customers to recall their experiences and associate a brand with its products and imagery.

Step 3: Evaluating Reactions and Responses

This step is essential for understanding and responding to the question, “How do I feel or think about you?” Here, we evaluate customer reactions to the brand and its products or services. We observe how well the brand performs and how it meets customer expectations. We also look at how customers are emotionally connecting with the brand and the intangible associations they make with it. This includes analyzing the brand quality, credibility, consideration, and superiority, and strategizing ways to ensure positive consumer reactions and responses.

Step 4: Cultivating Brand Relationships

The final step in the brand resonance model involves creating strong relationships with customers. Here, it is essential to establish an emotional connection to the brand and its products or services. This includes evaluating how customers view the brand quality, credibility, consideration, and superiority and strategizing ways to strengthen these connections. Additionally, it is important to understand how customers engage with the brand and the community associated with it and to create experiences that will foster loyalty and attachment.

Brand resonance is the goal that all brands aim for, as it implies customer loyalty and commitment to the brand. The brand resonance model can serve as a road map and guide for developing a strong brand. These four steps, when developed and implemented sequentially, will aid in the development of a strong brand. The premise of this model is that the ultimate measure of a brand’s strength is in the minds of its customers. The way your customers think, feel, and act in relation to your brand is more powerful than the products and services you offer, so it is important to focus on building strong connections with them.

We understand the importance of developing a strong brand and are here to help you on your journey. Contact us today to learn more about how we can help you achieve brand resonance.