How to Build Brands That Win Customers

1. How to Build Brands That Win
Customers
By: Bryan Specht

2. How to Build Brands That Win Customers
As president of Olson Engage in Chicago, Bryan Specht oversees the firm’s public relations, social
media, and advertising work. Bryan Specht leverages years of experience in brand building to help his
clients stand out in the market.

3. How to Build Brands That Win Customers
Brand building is a process of communicating value to users of a product or service. It deals with
consumer perceptions, such as feelings and experience. Brand building can be broken down into five
steps:

4. How to Build Brands That Win Customers
- Define your brand. In this key step, you should look at your brand’s basic strengths. These should
reflect brand value - the sum total of the social, environmental, and economic benefits of the product.

5. How to Build Brands That Win Customers
- Position your brand. Show consumers what makes it unique. This involves more than creating eye-
catching packaging; creating a one-of-a-kind impression of the brand’s worth is essential.

6. How to Build Brands That Win Customers
- Expose your brand. This requires time and sustained effort. Make time to find various media and
venues through which to present your message. Paying attention to how customers think about your
brand will enable you to make a permanent impression.

7. How to Build Brands That Win Customers
- Personalize your brand. Help customers feel they own your brand, just as they do with their
smartphones and computers.

8. How to Build Brands That Win Customers
- Review your brand. As the market changes, look for opportunities to keep your branding current.
Using metrics to measure changing brand awareness and customer engagement with your product
or service can help keep your brand relevant for the future.