BE READY WHEN YOUR BRAND IS READY TO FLY
You’ve invested valuable time and money to develop and create your brand message, voice, visual implementation and solidify your “Why.” And now you’re considering expanding your brand. But are you ready and how do you make sure your brand stays true to its core values when it “moves away from home?” Here are four important steps to consider when you’re planning to introduce your brand to new markets.
Your brand story is your story; your voice is your voice; and, your purpose is your purpose. When you’re ready to expand – do not waver from the foundation you’ve built. It’s the brand foundation that will provide support, integrity, and guidance in your endeavor to build and replicate your brand successfully without dilution.
Know Where You’re Going
With expansion on the horizon, you must know where you’re going and where you’re growing. Whether your expansion is geographical, product offering or both, do your research. What does the market place look like? How does your offering measure-up or fit into the competitive set? Does the market have a need for your offering or a desire wanting to be met? (There is a difference!) Whatever the research tells you, listen to it and approach your growth with that knowledge in hand and your brand positioning strong.
Talk to Your Audience
Get to know your target market demographically as well as psychographically. Learn what is important to them socially, culturally and economically. This deeper understanding of your audience will provide the ability to connect with them in a way that feels familiar. Your brand position and platform does not change; however, sharing it in a way that resonates with them on an emotional level will provide the opportunity to grow an audience of brand advocates.
Once your brand expands into its new market place, get involved. Establish and grow relationships with the community, influencers, potential partner brands, and like-minded businesses. Your new brand location should feel just at home just as much as it does where it was originally established and with the same dedication to brand position, values, and voice.