If you searched those keywords on Google and clicked this link, you’re not alone. This question isn’t only for novices. We as industry experts are looking for ways to build our brand to higher heights than what it was the day before, and obvious growth from years prior. Keep in mind everyone and every company is different, but the four brand milestones are the same.
To those who just want to scroll, here’s the list:
- Serve Your Audience
- Brand Recognition
- Reward Promoters
- Have Positive Engagements with Your Community
Now that you’ve seen the list, keep reading for those details.
For every milestone, you’ll be looking to continue your successful efforts in your niche. I teach this in my Business 101 class. Every great marketer understands there’s a life cycle of products in the marketplace. Check out the image below, courtesy McGraw Hill’s Understanding Business.
I’m not giving you a step-by-step guide. This isn’t a tutorial. THIS IS A CHECKLIST.
Every 45-90 days, you and your team need to be asking yourself if all four of the milestones have been checked off. You’ll see in the image below VCR (videocassette recorders) are in the decline segment, because they got too comfortable with their brand. Unfortunately, all the bankrupt companies that serviced them failed to see the new tech because they didn’t stay engaged with their consumers.
The Four Brand Milestones
In the image above, there’s no sweet spot to put the cruise control on and coast. Each stage is different, and so will your efforts to build your brand. Your marketing team should be discussing this weekly.
- Serve Your Audience– this will take time. It’s not an overnight process. Finding people is going to be hard work. To have those same people to come back and be repeat customers is harder. You’ll learn the reasons why people buy your product–either out of need, good sales pitch or on an impulse–and will have to seek them out to win their business again.
- Q- who’s our demographic?
- Q- how long did it take them to buy?
- Q- have we solved all of their problems?
- Q- did we follow up properly to where they’ll come back?
- Brand Recognition– is another way of saying recognize your logo and name. Hopefully, it’s rainbows and butterflies. You want your name to be synonymous with having solved a problem. On a product, this is a bit easier than a service but can also be unforgiving. No matter what the response, always represent your brand with quality in everything you do. Ultimately, the experience leaves the consumer with a positive vibe.
- Q- where are they seeing our logo?
- Q- what’s our best medium/channel?
- Q- is it simple to understand?
- Q- how can I get them to share our brand?
- Reward Promoters– the best method of marketing is word of mouth. However, word of mouth is extremely hard to achieve but not impossible. When you do find that one or two people who are passionate about your product or service, reward them with an authentic gift. Again, everyone and business is different, so it would be dependent on the company. This could be a lunch date to a discounted pricing.
- Q- what makes them like our page/post?
- Q- have we had conversations with them?
- Q- did you like their “share” or thank them for spreading the word?
- Q- will they be a great fit for our community?
- Have Positive Engagements with Your Community– is critical for any growth. This is where every company has built their tribe of supporters. When I worked at Nike, I lost count of how many employees had tattoos of the swoosh before they were hired. From their commercials to cool athletes that wore fashionable gear while playing, Nike connected with their consumer base before social media existed. Two other good examples are Apple and Starbucks.
- Q- have you asked them questions to better your service/product?
- Q- are you able to satisfy another need?
- Q- have you won their full support to your brand loyalty?
- Q- do they see you as one of the authoritarian leaders in your field?
In conclusion, learning how to build a brand is a lifestyle. Make it part of your workplace culture. These four milestones are easily identifiable results to achieve your bottom line.
I write this because my business is personal because this service is for the advancement of all humanity. My failures and successes are for your gain. No strings attached.
Nathan A. Webster, MBA
Consulting | Marketing | Web Design