6 Ways to Nurture Your Brand
The word ‘nurture’ is often associated with parenting. It means to take care of your little ones until they become responsible and capable adults. You can use the same principle to build a successful company.
When you nurture your brand, you watch over it in the initial stages until it matures into a household name. For example, you have to manage your startup’s image and message at all times. Make sure you’re fulfilling your promises to customers, and there’s consistency in your messaging.
Use the following tactics to nurture your brand more effectively:
1. Know your company
Similar to children, brands are different. As you nurture your brand, acknowledge those differences and know that you cannot copy a competitor’s strategy just because it works for them.
Since your goals and values are non-identical, your company’s marketing strategies should be the same as your brand’s personality and purpose.
2. Work on your vision
To nurture a formidable brand, you need a plan. Create a clear path for your company. If you see your company expanding into other states in the next five years, start the preparations early.
For example, you can encourage employees to be more open about learning new cultures and exploring new markets. This kind of culture can make workers more receptive to expansion policies.
3. Expect changes
As your business grows and the market evolves, be prepared for the unexpected. For example, you may wake up one day and find a law that threatens your survival as a brand.
Have a risk management team on standby to assess the situation and offer an alternative solution. You may have to refund customers that ordered the item. In such scenarios, taking action fast can make all the difference.
4. Manage expectations
You have to manage your expectations so that you are not disappointed. In this phase, it helps to know what employees want from you. Let them air their grievances and concerns and note down all the crucial points.
Next, tell your workers how you’re going to meet those expectations. In return, let them know you also expect good results from them. It should be a two-way discussion whereby both parties feel obliged to perform their duties accordingly.
5. Build a community
Nurturing is all about building a community of people who believe in your brand’s purpose and values. It starts with your employees and goes all the way to the consumers and stakeholders. You can encourage workers to share pictures of themselves in the office on social media.
Ask customers to share their honest opinion of your brand online. Choose a brand ambassador from your list of loyal customers. Let them promote your brand for loyalty points or discounts.
6. Take a step back
After your brand gains popularity, take a step back and watch it make an impact in people’s lives. It is also worth noting that getting to this level takes years. Therefore, be patient and avoid rushing things.
As you take a step back, set boundaries so that people don’t misinterpret your brand. For example, limit how people use your company logo and restrict modifications to your catchphrase.
Author: Stephen Wamaitha
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