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Have you ever looked at the likes of Apple, Nike and McDonald’s and wondered how they became such globally renowned brands? It’s fair to say that the route to iconic status is never straightforward or hassle-free for any brand, but that doesn’t mean that your own business, however large or small, can’t learn from their examples. There’s no single formula for branding success, but there remain various tips – including those listed below – that we reckon pretty much any business would do well to keep in mind.

Be consistent – but also flexible – in telling your story

Once you’ve discerned what story your business should tell its target customers, it should do so repeatedly across a range of mediums. In the process, it should adhere to a unique, “trademark” voice that, with time, can become strongly associated with your business. Also, don’t be afraid to occasionally adjust your branding strategy to stay relevant. Consider the example of the Apple logo, which was originally very colourful to reflect the Apple II computer’s then impressive colour production capabilities.

Keep account of what your customers want

It’s crucial to continually monitor what these people – both current and potential customers – want. You can then use the information that you garner like this to ensure that your brand remains appealing to current customers while also attracting further business. In the US, the soft drink giant Pepsi has thrived in this way by, for example, marketing itself as offering great value for money during the Great Depression and reaching out to the overlooked African-American demographic in the 1950s.

Use the right communication channels for spreading the word

A classic technique for ensuring good return on investment in your marketing efforts is focusing on those communication channels that you know your customers use. In the age of the smartphone, you should have a strong mobile marketing strategy; however, you also shouldn’t overlook how effective print materials, like business cards, leaflets and brochures, can be for promotional purposes. For getting these materials printed to a high standard, you can easily contact us for an appealing quote.

Exploit your competitors’ weaknesses

Look carefully for where your rivals fall short and then brand your company as offering a genuinely better alternative. If, for example, there’s a competing business that offers similar services to yours but has attracted negative publicity for some of its practices, you can learn from where that company has gone wrong and promote what your company offers, knowing that it hasn’t been tainted like its rival.

Don’t just talk the talk – walk the walk!

Looking again at the example of Apple, that tech giant might release many of its products to a wave of hype, but the excitement around those products would be short-lived if they weren’t genuinely excellent. The lesson to be learnt from this is that you must meet your customers’ expectations; otherwise, the authenticity of your company’s image will be eroded. And meeting those expectations requires an in-depth and sweeping approach that goes right to the heart of your company’s culture.