It is the beginning of the year, and as tradition dictates, many of us decreed our purposes when the last twelve bells of 2022 sounded, affirming that we will meet each of the goals decreed for 2023. And if one of your purposes was to concentrate on starting your business or - If you already have one - put it in order, TecWeb offers you the 12 elements to build your brand assertively.

Before starting, why does your business deserve to have a brand?

To start this new year on the right foot, we want to share that in the business and commercial field, having a brand will allow you to display a badge that will protect your products or services from other companies that belong to the same line of business. In other words, covering your brand from scratch will help you generate engagement with your customers, and you will publicize the added value that makes a difference in front of your competition; remember that the first impression counts.

• Element One: Define your brand attributes.

The attributes of your brand should contemplate maintaining a good reputation, reliability, and loyalty with your customers. For this reason, we suggest you increase the business value by starting with the statement of your mission, vision, and values, supporting where you want to direct your company, and what is the reason for being that helps you connect with your customers.

In the case of the mission, what does your company do? Why does it do it? And for whom is what it does direct? Considering that the mission is the main reason for your company's existence and that it fulfills a function for your clients or consumers.

This new year, where is your company going? It would help if you defined this in your vision because it is relevant to outline the achievements you want to reach in the medium and long term. In this sense, you cannot leave aside the corporate values that will reinforce your business's actions and guide your employees' dynamics to provide a satisfactory service for the client.

• Element Two: Know your customers.

Knowing your ideal client and your potential client will allow you to explain why you are the best option for your product or service. Taking into account the importance of creating a communication and marketing strategy that aims to know the motivation of the buyer person to consume what you sell.

• Element Three: Observe your competition.

Become a spy on your competition, analyzing your company's Strengths, Weaknesses, Opportunities, and Threats (SWOT) against the actions carried out by businesses that offer services and products like yours. It will undoubtedly help you plan a real strategy based on your client's needs and take your competition as a reference. Dare to provide that added value that customers are looking for.

• Element Four: Define your brand.

To begin with the definition of your brand, you can ask yourself: what distinguishes your brand from its competition? This is the opportunity to highlight all the virtues that your company has to achieve an unbeatable shopping or consumption experience. We suggest you put yourself in your customers' shoes and think about how they would like to get hooked on what you offer to choose you, not someone else. Remember not to lose your reason for being a business.

• Element Five: Create effective and assertive brand communication.

Do you remember that we talked to you about reputation, reliability, and loyalty toward your brand? At this point, there must be consistency with who you are as a company, who you sell to, how you sell it, and for what purpose you do it to strengthen credibility in your branding process. Remember that the response you provide to your customers is also part of your brand, and the values you raised in your brand attributes make your sales and quality speech convincing.

• Element Six: Graphic image for a specific identity.

As they see you, they locate you; therefore, having graphic elements of corporate identity that help differentiate you from your competition will help create permanence in your consumers' memory. If you have any doubts, remember how the big brands have positioned themselves by using a particular logo, slogan, or colorimetry, protecting their image from plagiarism, and, most importantly, giving a unique positioning.

We invite you to go to the second part of this installment, where you can read what other elements will help you position your brand.