THREE WAYS TO BUILD A SUCCESSFUL BRAND Bryan Specht

Introduction A communications executive, Bryan Specht served as

chief operating officer of Dig Communications, prior to its being acquired by Olson Engage, where he currently serves as president. At Olson, Bryan Specht oversees brand marketing, public relations, and social media for various enterprises in the retail, food, and technology sectors.

Successful brands evoke emotion in people when they hear the name of a company or see a logo. There is a positive perception tied to a company that consumers can trust when it comes to service and product quality as well as pricing. The following are steps a business can take to make a successful brand.

Build a Successful Brand 1. A company must know the demographic they cater to in

order to establish a unique brand. Attempting to serve every consumer is counterproductive. Instead, a company should integrate target marketing based on a person’s motivation to purchase or use a service and their purchasing pattern. This ensures the brand’s tone and messages are consistent and reach consumers most likely to engage with the company.

2. Developing a tagline takes significant time and involves company leaders who determine what perception they would like to achieve among the public. When creating a tagline, a company should seek to spur some form of emotional reaction, which leaves a lasting impression on a person.

Conclusion 3. An employee is not only an

investment that carries out operations and strategies, but serves as a form of marketing. As such, successful brands invest in company culture to ensure their workforce promotes a brand to the best of their ability when working with vendors, partners, and consumers. Failure to do so can result in mixed messages and loss of sales and investments.