A brand is more than just a logo or product. It's the totality of the customer's experience with your company, from their first interactions to how they feel after using your product. A strong brand can differentiate you from the competition, build customer loyalty, and increase margin. So, how do you build a brand in the mattress industry?
First, you must acknowledge that it's no longer easy. There are a ton of "already done that" brands out there. So before you commit to any naming, make sure you're checking trademark availability. Here's the USPTO search for that. You'll also want to make sure your URL is available, or one that's strong enough to use. You can check that here.
There are a ton of "already done that" brands out there. So before you commit to any naming, make sure you're checking trademark availability.
Before you begin, we highly recommend starting with purpose. A core "why" you're building this brand is critical to have as a north star for how you both develop products and serve your customers. We can't tell you what that is, but it should be more than "make money".
Step 1. Define your audience.
To build a strong brand, you need to start by defining your target audience. Who are you trying to reach? What are their needs and desires? Once you have a good understanding of who you're trying to reach, you can start crafting messaging that resonates with them.
Pro Tip: In this important step, we recommend doing the requisite research. Search Engine inquiries, competition (market saturation), total market opportunity, etc.
Step 2. Find your differentiation.
What makes your company unique? Why should customers choose you over the competition? Your differentiation can be anything from your company history to your commitment to sustainability. Once you know what sets you apart, lean into it in your branding.
Note: Everyone says they have the best product, price and services. This is often not a unique differentiator, it's a prerequisite to being considered. We recommend niching down into a subcategory of a larger subset of the market that is underserved.
Step 3. Create an emotional connection.
People don't just buy products; they buy experiences and emotions. When customers feel an emotional connection to your brand, they're more likely to become lifelong fans. To create an emotional connection, tell stories in your marketing that highlight the human side of your business. Share the passion behind why you started the company and what drives you every day.
Pro Tip: The story you tell and how you tell it matters here. "We were in a think tank trying to come up with a high profit-margin opportunity..." is not the story.
Step 4. Keep it consistent.
Consistency is key when it comes to branding. Use the same colors, fonts, and overall aesthetic across all of your communications, from your website to your social media posts to any marketing collateral. This will help customers easily recognize your brand no matter where they see it..
Pro Tip: Taking an anthropomorphic view of your brand could help assign more meaning for your brand. Start by imagining your brand were a person; How does that person act, think & feel?
Cultivate a positive customer experience at every touchpoint—from initial discovery through purchase and beyond—and make sure every interaction is on-brand. If you do this, you'll be well on your way to building a strong, loyal following for years to come.
Building a brand is essential for any business that wants to succeed in today's competitive marketplace. But it's not enough to simply slap a logo on some product packaging and call it a day—you need to create an emotional connection with your customers that goes beyond simple transactions. By taking the time to define your audience, differentiate yourself from the competition, and cultivate a positive customer experience, you can build a brand that will last for generations to come..