“Your Brand is what other people say about you when you are not in the room.” ~ Jeff Bezos
Brand building strategies refer to that which focuses on the process of creating awareness of your company. This in turn will increase consumers’ understanding of your brand values and grow your brand equity.
It’s no wonder that 77% of business owners feel that branding should be a part of your business growth strategy.
Brand building is an ongoing process that will keep you busy all the time. As it is the core of your business, you will want to play close attention to it.
A good strategy would take into consideration
- brand positioning
- branding building
- brand marketing
- brand equity
Having a successful identity is the most important asset a business can have.
Put simply, brand building is getting your name to as many people as possible and creating a good impression.
Existing clients will proudly associate with your brand and potential customers will aspire to it.
If you are short on time and want to learn how we can help you, head over to our digital marketing services page.
Start with Your Overall Business Strategy
A strong, well differentiated brand personality will make growing your firm much easier. But what type of firm do you want?
Your overall business strategy is the context for your brand development strategy, so that’s the place to start. If you are clear about where you want to take your firm, your brand building strategies will help you get there.
Establish your brand mission, vision, and values
Before you can effectively market your brand name, you need to know what it stands for and who its primary target market is. Without a clear understanding of your core brand identity – what you stand for – even the most well-thought out marketing efforts will fail. And of course, being able to communicate this clearly with your target market is equally as important to your brand’s success as knowing what you stand for.
What’s you core brand identity?
What is your brand personality? What is your mission statement? What do your customers experience when they buy from you? What is your commitment to quality and to giving customers an exceptional experience? Your brand should represent all three of those elements. It should be everything your customer experiences when he or she thinks of your company or product.
You know what you are really good at, and why you do it. Once you discover that reason, you will be able to craft a compelling and personalized identity that speaks to your customers. Next, compare yourself with your competitors and think about what you can do to set yourself apart from them. Your identity is one of your company’s most valuable assets, so don’t risk it getting lost in the crowd. Share it in your marketing. Be relentless in the execution of that identity.
Be authentic when building your brand name
Tell the truth about what you are and what you do. It will serve you well in the long run. What does your brand say about you? How do your customers perceive your brand? What would you like them to perceive?
The answers to these questions will help you create more effective brand strategies, messaging and content.
Authenticity is essential for creating a brand identity, as people know when you’re being fake. You also have to set yourself apart from your competitors in the most positive way possible. Remember that creating a brand identity is not a one-time project at the beginning of your business, it’s an evolutionary process with many iterations which needs to be revised and adjusted often.
People don’t buy from brands, they buy from people. But people only buy from people who are perceived to be trustworthy. So the first step to building your brand is to create a persona for yourself that people can trust.
Differentiate your self from your competition. Place your brand in a position that is relevant to your target audience. Understand their wants, and build your brand in a manner to serve them better.
In this day and age, it’s more important than ever to differentiate yourself from your competition. Your business should be where there’s room to grow. By clearly understanding your buyer persona, you can craft a position for your brand that is relevant to them. And by doing so, you’ll have a much higher likelihood of both earning their business and retaining them as customers.
Take time to know your audience
If you’re a small- or medium-sized business, you should spend as much time as possible finding out about your target audiences values, lifestyles, purchasing behaviors, and hobbies. Next, relate your brand identity to these traits, so you can most effectively resonate with people you’re trying to reach and engage.
Brands are only as strong as their weakest link. If you want to create a great brand, you must understand who your customers are and what they think of you. Then you can use this insight to help you strengthen brand building strategies.
A tailor made marketing strategy is crucial if you want to achieve a successful campaign. You must be able to zero in on your target market with laser-like precision. What they watch, what they listen to, who they follow on social media, and what they pay attention to. Developed your brand around that niche.
Develop your brand story
A brand story is an important component of every successful marketing campaign.
Tell a story about your customers using the elements of a narrative. Have your customers be the heroes in your story, and have your company be the guide that helps them on their journey. Your company should be the sage that guides your customers towards success.
Create a “villain” for your customer, and then reveal his or her “heroic” internal, external, and philosophical problems. Then, offer a solution to those problems. Most customers will not buy from you unless they can see a clear path to their own personal success. Build your brand around this story and guide them along that journey.
Having a clear and memorable story will set you apart from even competitors who sell a similar product.
Evoke emotion in your brand message and visual identity
You are now headed in the right direction. After you’ve got your brand purpose and audience clearly defined, you can start to develop the distinct tone of voice your brand will speak and appear to your audience. Make sure it’s simple, but make sure it’s distinct.
In this day and age, it’s important for all businesses to have an identity that evokes some type of emotional response from their customers. That way, they’ll be more likely to become loyal to your business and your products. Your brand will then be a part of their identity. It will be something that reminds them of good times they’ve had with your company or product line.
Whatever your brand, try to create an emotional connection with your customers. This will vary from one customer to another, but there are certain general principles you can adhere to. For example:
* Numerals tend to create an emotional connection because of their objectivity. Customers see them as “data.” “Data” that is objective, reliable and not open to interpretation.
* Letters on the other hand, create an emotional connection because they are subjective. Customers see them as “words,” and therefore, open to interpretation and subject to confirmation bias.
Your brand message should be different from your competitors. It should demonstrate your expertise and be both considerate and likable. A considerate, fun and with a “can-do” attitude will go a long way in establishing trust and making your customers much more likely to engage with you.
Your brand should have a consistent friendly, informal and approachable image to users. It is a good idea to use a brand management vision statement style guide to ensure the same character, logo design colour palette, colour scheme and key elements in all your brand assets. Incorporate your brand character into all your collaterals. This will make it easy for users to identify your brand among thousands of others, and it will drive up your brand awareness.
Make sure all of your campaign content is consistent with your branding, including detailed review pages, description pages for each individual listing, product features, etc.
Align your promotions with your brand’s voice
After doing market research and building a solid foundation, many young small businesses need a “jump start” to their growth. To make sure this happens, you must ensure the paid promotions your company runs are reflective of your business brand. You must also make sure the channels you select for those promotions are the ones most likely to help you achieve your goals.
One of the first things you should do when you get started is to research your demographic. Find out where they are online. Which social media platforms do they frequent? What types of content do they respond to? This will give you a place to start when you are coming up with ideas for promotions.
Unquestionably, the platform that will get the highest response from your audience is the one you should focus on first. Once you have identified the platform(s) that are most effective, it is time to start thinking about how you can use those channels to promote your brand.
Think about the value your brand will bring to your target market. If you are an expert in your field, you should be willing to share your knowledge for free. Think about what your brand stands for. If it is honesty and integrity, then your ads and sponsored content should reflect that. Make sure your content is of the highest quality.
Nurture Social Media Brand Building Strategies
With over 3.5 billion users, social media is a major branding channel for any company to consider. It is the best way to create a positive impact in your company’s brand exposure.
Social media is crucial when you’re trying to develop a strong brand strategy. Brand awareness is a top priority for marketers around the world. With the majority of internet users having social media accounts, you easily can raise brand awareness using social media.
In the social media era, branding techniques had changed. Digital technologies created potent social networks that can influence massive crowds digitally.
A strong presence in social media requires you to address these crowds in their local context.
Consider having individual branding and marketing campaigns in different regions in your marketing strategy. These should resonate with the local culture and language.
One important thing is to post often on all the different platforms you’ve chosen. Schedule social media posts in advance if you have a consistent schedule. Use hashtags to increase reach. Make sure all your posts are relevant and useful.
If you run out of ideas, check out the “Hootsuite Top Trends” for the previous 30 days. Respond to comments and questions from your followers. Ask for feedback and be open to it.
Measure results. Once a week, evaluate the performance of each of your social media profiles. Tweak what you’re doing as needed to improve results. Measurement doesn’t have to be complicated.
If you use Google Analytics, you can easily see how many people are visiting your site, how long they stay and which links on your site they click.
Social Proof As Brand Equity
Another important factor that will help in your efforts on social media is social proof.
Many customers are hunting online for solutions to their problems. They are cross-checking and looking for suggestions. Testimonials and recommendations of other social media users give confidence to potential customers to try your products and services.
Remember to reply to questions and comments that people leave on your ads and Facebook groups.
Being present in social media demonstrates that your company is trustworthy. This is very important when you are trying to build a powerful brand.
Develop your Content Marketing Strategy:
Now it’s time to develop your content marketing strategy. What will you write about? How will you write it? Where will you publish it? How often? Will you use infographics, videos, podcasts, white papers, case studies, how-to articles, testimonials, FAQs, eBooks, cheat sheets,…?
The sky is the limit. As long as it provides value, your target market will be glad to read it, watch it, listen to it or use it. The only limits are those imposed by your own creativity and your own pocketbook.
Here are some questions to ask yourself: What problems or issues would you like to solve for your clients? What unique solutions could you offer them? What valuable information could you share with them that they couldn’t get from anyone else? What is the most important message you could deliver to your prospects that hasn’t been delivered yet?
Providing great, useful content in social media will result in shares and retweets that will increase the outreach of your brand voice.
You will create a strong reputation if you focus on creating useful, relevant content that is shared.
Every piece of content should support your image. You should have a coherent brand marketing strategy that will reflect in all the media you use.
Companies that are consistent are three to four times more likely to experience visibility.
Your choice of ambassadors, marketing partners or functional partners with help you create the image you want. They will also help you reach your desired audience.
For example when American luxury jewellery retailer Tiffany & Co wanted to target a younger segment of customers, they announced Rosé, a member of popular Korean girl group Blackpink as their brand ambassador. In doing so, they are now seen as a modern contemporary brand.
Effective social media branding allows your audience to get to know who you are as a company. It will also result in the public associating the right values and emotions you want them to align with you.
Most consumers cite shared values as the primary reason they have a good relationship with a brand, so this is an effective method to help you build relations with your customers.
Engaging With Customers
While you might be concerned with reaching out to your audience, you should also know that people use social media to reach brands.
Your customer’s expectation of your business is known as your promise. Make sure that your company’s promise to your customers is genuine. Are you unique and memorable? Do your clients see your promise as being better than your competitors?
Social media is the first place most people turn to for support. And so you will want to be there when they reach for help. By being there, it allows for your brand building strategies to build loyalty.
By engaging with your customers through customer support and interesting content you will strengthen your brand image.
Consumers who engage with a brand through social media are more likely to have a better evaluation of it, stay loyal and recommend it to others.
If you want a successful brand you must be present in social media and engage your fans. This will improve your positioning within your industry.
Incorporating Digital Marketing Into Your Brand Building Process
Besides Social Media, you should also take into consideration other digital marketing strategies, like SEO, website design, e-commerce, sale funnel. An effective marketing strategy will incorporate most of these factors.
SEO is another great digital marketing strategy that will help you build a powerful brand. SEO is a long term strategy that will allow you to grow a successful business.
Quality SEO can increase your image. SEO will generate quality traffic that will be likely to spend more time on your website.
Also, the high volume of traffic will increase your brand awareness, an important consideration in your brand building strategies. SEO will also help you improve your image.
While many SEO marketers focus on the technical aspects, it is important to also express the promise, competence and integrity of your brand through your efforts. This establishes the trust between you and your customers.
It’s not what you say but how you say it. Develop the tone of your brand’s voice. By expressing your message in a way that connects with your brand’s target audience, you will be better able to reach them.
That can be done through your choice of digital platforms, text content, images, video content as well as podcasts.
Web Design Brand Positioning
Website design is crucial for your branding process.
You should have consistency throughout your website design and social media presence. By making it memorable, the customer will immediately recognize you when he visits your site.
Focus on user experience (UX). Visitors will associate their experience on your website to you. If there is an ease of use and they are able to find what they are looking for without hassle, they will see you as professional and reliable. They will like and trust you more.
The website should express your identity.
Your identity is what you say it is, unlike perception, which is what your consumers say it is.
Funnel Marketing As Part Of Strategy
The marketing and sales funnel is another major tool you should consider for brand building.
The funnel is the journey that your customer walks with you, from the first visit on the website to the checkout point. It also includes follow up interactions after that.
There can be no business/customer relationship without trust. Establish that trust with your consumers and they will embrace you with their loyalty.
Authenticity is important in building trust. If your clients feel that you are focused on helping them instead of boasting about your own achievements, you will be able to generate increased revenue easily.
As the sales funnel is a process created by your company, any experience they have in it will be associated with your brand.
Applying and analyzing a sale funnel will show you how your business flows and help you improve in your associations with your customers.
A good experience in your marketing and sales funnel will result in high levels of brand loyalty.
Ecommerce Branding Strategy
Brand equity building is crucial even in ecommerce marketing. It will help you generate more sales and your business will grow. In short, you have to set yourself apart.
Buyers have dozens of options from which they can select in any niche. Your company’s branding is the one thing that will make your customers choose you over your competitors.
Never mislead people through false advertising. Create short videos and other content that educate your audience and offer value. Consumers appreciate that and will remember you.
People purchase products because of a story, an emotional connection they feel with the name. That is why great branding is your single competitive advantage.
Instead of telling, show them through your actions that you care about them and their opinions. Many millennials are concerned about the environment. By using recycled materials and sustainable manufacturing methods, you convey that you truly care about what they think and how they feel. Your prospects will respect you and wish that they are your customers too.
As an ecommerce business owner, building a powerful and engaging online name is most important for customer retention.
Summary – Social Media And Brand Marketing
Branding influences consumers’ perception of your company and products/services that you sell.
As a business owner, you want to enhance the value of the of your name. Your marketing should generate goodwill and a constant flow of new leads. It should also nurture your existing customers and turn them into loyal fans.
The essence of branding is making your customers feel that you are the only consideration they should have for the solution they are looking. This means then, every time they need a product/service in your niche, they will turn to you.
Incorporating digital marketing into you overall business strategy will help you build powerful brand equity that will assure your business growth.
A brand is loved by both consumers and search engines, so make use of the above techniques and convert your business into an amazing brand!
These marketing insights are often underutilised. If you give them the right resources and engage professional social media marketing services you will stand to gain immensely.
If you want to develop a coherent strategy that will put you in the mind of consumers quickly, the next step is to contact Blazing Conversions Social Media Marketing Consultants today.