Blog Post

3 Secrets for SUCCESSFUL Brand Building

By: Sabrina C. , Surge Copy Writer

Is your company struggling to acquire new clientele? Have you tried a few different tactics to promote your brand, but something just isn’t working for you, especially when it comes to reaching a new audience?

Well, take heart, here are a few branding strategies that are sure to help your company reach new heights! Follow these simple steps, and you can’t go wrong.


  • Define your Message – Take a step back and re-evaluate your brand and what it says about your company. Is it accurate? Does your brand express how you want to be perceived by your consumers? For example, what comes to mind when you think of Nike? Running, sports, staying fit, and being active, right? Their slogan, “Just Do It” reflects their brand. It speaks to consumers. It’s more than a slogan– it’s a way of encouraging people to exercise and live healthy lives without making excuses. Your brand is the first thing that consumers


  • Be Consistent AND Flexible – Dunkin Donuts is a great example of this. For years, they have maintained the brand and expressed it through their slogan, “America Runs on Dunkin.” This automatically resonated with the public because people lead busy lives and many of folks depend on that first cup of coffee to jumpstart their day. After a while, they re-evaluated their brand and introduced a new slogan, “Keep On,” which essentially fits with the old one, but adds a modern twist. This is a fantastic example of this organization’s flexibility. In essence, Dunkin Donuts’ thinking behind the brand is not only to continue to reach happy customers, but to also reach a new generation. They are a company who see themselves giving people a positive boost throughout the day. This way of thinking addresses the emotional and desires of their patrons. Flexibility may also mean updating your website, or packaging.


  • Stand Out From your Competitors – It may be helpful to make a note of the brand strategies that your competitors are using, however it is important to come up with your own branding blueprint. What makes your company unique? What services, products, or enhancements can you offer to stand out from your competitors. With so many companies operating within various industries these days, it is important to find ways to set yourself apart from the crowd. Research your target customer base. Learn their likes, dislikes, what appeals to them, and what turns them off. Competition can be fierce, but with a little creativity, you can come out on top.


Having a business is rewarding and challenging at the same time. Luckily, there are many resources and strategies for you to draw from. Once you find your voice (brand), fine tune it, find what works for you and keep learning as your business grows. This is how your company will prosper and reach your target market.


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