Your brand equity is the most valuable asset your company owns. So pay close attention to it.
According to studies, 59% of consumers prefer to buy from a brand that is familiar to them.
A brand building exercise requires a lot of work but it’s worth all the effort.
Besides your logo and product advertisements, your brand reflects in everything your company does.
Below, we explain how to build a powerful brand.
You have to pay closer attention to your brand positioning in order to stand out from your competitors.
First of all you should have a branding strategy that will include numerous branding channels like SEO, website design, social media and sale funnels.
Brand Positioning #1 – Website Design Brand Building
The most important brand marketing tool is website design. It is integrated into many aspects of your business; be it an online or offline business.
Thus, it is imperative to pay close attention to your web design.
A well thought out and well created web site will affect your brand positioning directly as well as indirectly thorough your other branding channels.
The most basic way your web site affects your brand positioning is via its appearance.
Web visitors form an impression and make a decision as to whether they want to be associated with your brand within 6 seconds of landing on your web page.
- Colors evoke people’s feelings. So choosing the right colours will stir the emotions that you want your visitors to feel.
If you sell ecological products, for example, you may want to use green, a color that transmits health, nature. Black, on the other hand, evokes luxury.
Your site must be consistent, which means that you have to use the same colors, formatting, graphics style on every page.
Your site must be recognizable and consistent with all your branding endeavours.
If your visitors arrives on your web site via a brightly colour advertisement and your web site is dark coloured; it will lead to brand confusion for them. They wouldn’t know whether they have been directed to the correct place.
- Your web site is a direct reflection of you. Place your logo prominently on the top left corner. Tell your visitors who you are and what your value proposition is.
- Internet users are impatient and place a high value on convenience.
Ensure your website is easy to navigate, has good visuals and explanations, has a well thought out layout, relevant buttons and options that result in an intuitive flow that guarantees a first class user experience.
Satisfied customers will recommend your web site to friends by sharing your link.
- Will the majority of web traffic coming from mobile devices, it is important to cater to this rising trend.
Ensure your web site is mobile optimized. It will ensure an good interactive interface and presentation even on mobile devices of differing screen sizes.
Users will have a good experience and perceive your brand as being on the forefront of internet technology.
- You should highlight your calls to action; to encourage customers to take the action you want them to. For example subscribe to your newsletter, register for a webinar, buy a product etc
Keep in mind to differentiate yourself from your competitors. This allows your brand positioning to be unique. Doing so allows you to be better remembered by the public.
For online businesses, you communicate with your potential customers via your web site and your web presence.
How your customers think about your brand influences sales.
Other than what products you sell or services you provide, you should communicate to the customer your brand message and what your business stands for.
In this way, you will ensure that your brand positioning allows your company to stand out from the crowd.
A professional website design service will take many things into consideration; while aiming to achieve your business goals. We further elaborate below.
Brand Positioning #2 – SEO Brand Marketing
You should use SEO to build a strong brand. Why?
SEO is about breaking down barriers so that your potential customers can find you. It is also about providing good user experience for customers who visit you online.
Thus, SEO services result in better brand exposure, improved brand value perception, consumer understanding of what you stand for and a firmer foundation in your brand positioning.
Web design structure is one of the main considerations of SEO. A website that has its foundation built with SEO in mind will automatically attract search engine traffic.
The best part is that SEO traffic is free. Read more about SEO here.
SEO and content marketing are closely related. The content that you create, articles, videos, webinars, images etc can be used on your web site directly or in your marketing campaigns.
Using these 2 tactics in unison in your marketing strategy will help you rank highly in search engines.
As over 93% digital online experiences originate from search engine results pages (SERPs), this combination can have lucrative consequences for your business.
Your brand’s exposure to your target audience is directly related to your gaining market share.
Having a high search ranking will put your business in front of potential customers who may not yet know your brand and service.
This allows you to share more with them and make them your consumers too.
Brand Positioning #3 – Brand Equity
If you operate an ecommerce business, it’s important to build a brand.
It is not enough to simply list your products on your website. With nothing to differentiate your brand or your products, you can only compete on price.
That is not a sustainable business model. There will always be someone, somewhere who will undercut your prices and take over your market share.
Understand your audience. Take pains to offer a product range that caters to their interests and needs.
This will help you sell more easily, retain more customers, drive up loyalty and ensure long-term success.
In order to have a strong brand positioning in ecommerce you must establish your company’s style, maintain good relations with customers, answer their questions and offer high quality products.
Present your ecommerce store with high-quality images and videos. It creates a strong impression that you are professional.
Include security features to protect your customers; have secure modes of payment. Reflect these clearly on FAQ and check out pages.
This will help you develop a good relationship based on trust and loyalty with your customers.
Brand Positioning #4 – Social Media Branding Strategy
With 3.5 billion social media users worldwide, social media marketing has a wide outreach.
You should have a brand positioning strategy that includes a social media budget.
Identify which platforms your customers and would be clients can be found on. You might need a social media marketing agency to help you.
Once done, you can focus your campaign on platforms like Instagram, Linkedin, Facebook marketing etc.
By leveraging social media branding you will win over a network of fans that are eager to buy from you. You will boost brand awareness. Branding is crucial for a business that wants long-term success.
Social media helps steer your potential customers through your sale funnel, a topic that we’ll discuss later in this article.
In social networks, you have measurable results that help you identify the best ways to engage with potential customers.
In Social media branding- be it posts or advertising campaigns, you should take into account four major categories:
- Your company’s identity: communicate clearly what your company offers and values are.
- Your audience: you have to understand your target audience. Knowing them, you will be able to communicate clearly in the language and tone that they prefer. Deliver quality content in this manner will gain you customers’ trust.
- Content: the content must be tailored to your audience’s needs. You have to provide useful relevant information that is shareable. You should pay close attention to using videos. This is a fast rising trend which is expected to account for 82% of all consumer traffic by in 2022.
- Design: you have to align the design of your company’s social profile with your website. Visitors must easily recognize your brand. Again, you have to be consistent across platforms.
Brand Positioning #5
A sales funnel is an unmanned process that can be built into your web site. It automatically guides your potential customer through every stage of the buyer’s journey – from prospecting the market to buying your products.
You must have a plan for converting visitor traffic into customers.
Begin by creating brand awareness through content, videos, paid ads, social media, blog posts etc.
Continue building a relationship with your audience by providing interesting quality content.
With sustained nurturing, your prospects get to know, like and trust you. Once trust has been established, they will buy from you.
Continue engaging your clients and they will buy repeatedly from you.
The sale funnel is very powerful. It is an automated process that allows you to gather data about your website visitors.
The data provides valuable insights into their behaviour and psychology.
Taking these into account, you can make adjustments to optimize your funnel to increase conversions. Depending your goals, this conversions could be newsletter subscriptions, registration for offline events, product purchases and more.
This is not a straight forward process. You should contact a funnel marketing agency in order to be sure that all this is implemented correctly. Only then will you have a positive impact on your business growth.
By leveraging these factors, your company can position its brand quickly and cost-effectively.
When properly planned and executed by an experienced professional web design team; combining all this will give you best results that will reflect in your profit.
Fortunately, in Asia, these strategies are still underused. If you decide to embark on using web design for brand positioning, you will have a huge advantage over your competitors.
Contact Blazing Conversions Web Design Agency for your brand positioning and strategy today.