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Lacey Jenison
Posted by Lacey JenisonJuly 5, 2017 9:36 AM

Branding is defined as “The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products.” While this is an accurate definition and an important part of the process, there is much more that goes on behind the scenes to create a successful brand. The produce space is only getting more and more competitive when it comes to branding, so now is the time to move beyond just a company name to creating a brand that connects and stands out. Here are 5 behaviors of a successful brand that go beyond your name and logo:

  1. Understand your audience

Successful brands are created with an understanding of who your audience is on a deeper level than just “someone who likes your products.” Use analytics and data you have collected from your audience and capitalize on what you know they are interested in and what their preferences are to create specialized content just for them.

  1. Be authentic

Customers in this day and age have a knack for spotting whether a company is being authentic or not, and have no trouble calling attention to that fact. Authenticity can be delivered a multitude of ways for your company, but when it comes to the customer experience and customer service, these are 3 easy ways to remain authentic:

  • Choice in language
  • Service style
  • Visual clues within your website, collateral, advertisements, etc.

Consider creating a brand lexicon to guide your brand’s language and engagement online. 

  1. Remain consistent and engaging

A brand is a promise, and for your customers and consumers to believe in your promise, you must remain consistent and engaging. Brands build trust with customers and potential customers by delivering consistent results and continuously engaging content through social media, inbound efforts and your website and blog. Take a look at these tips for building successful content for your brand to help you build consistency.

  1. Stand out and be unique

In a world filled with products and services just like the ones you are offering, it is important to make a statement and stand out among the competition. Customers aren’t looking for the same cookie-cutter company that offers the same thing as everyone else. To stand out, you need to create an experience that only your brand can offer them that is tailored to their specific needs and solidified with personal, genuine interaction. Some good examples of this kind of interaction are:

  • Being solutions-focused, not company-focused
  • Sharing behind-the-scenes content from your brand
  • Using storytelling in your content


  1. Generate value for others within your brand

Maya Angelou said it best: “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” As a brand, it is so important to humanize yourself and create trust between the brand and your consumer. Generate value and content that ISN’T self-serving and speaks to your audience multiple times before ever asking for anything in return. This will show someone that you aren’t just another brand trying to sell them something – You are a brand that is valuable and relatable to them as a person.

Are you a marketer that knows your company needs to re-evaluate your brand, but have no idea where to start? DMA offers a number of branding services and would love to help you on your journey to branding success! Click here to request a consultation.

Topics: Branding & Messaging

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