What is your brand? Your business is more than just the products or services that you’re selling. It’s more than your team, your office, and all of the assets put together. It’s also the brand. Your brand is the public perception, the image that your audience has of your business. A brand and reputation is going to build around a business in one way or another. The tips below are at least ways to make sure that you have some control over it and that you create a strong, lasting impression that’s likely to bring more customers to the business.
Have a story
First of all, you have to determine what your brand message will be and stick to it. There are a variety of ways to do this. For most businesses that base their whole operations around one product or service, it may involve finding the unique selling proposition of that product/service and making it the core of everything you do. Creating a brand story may also see you looking at the origins and inspirations behind the business. Otherwise, you might make it more about the customer, and how your business can help improve their lives in little or large ways. Define your brand story so that your messaging can always keep it at the heart, helping it stay a lot more consistent over time.
Have a style
Consistency is the operative word and one worth keeping in mind. As you expand your marketing efforts, you’re going to rely on a range of different mediums, such as your website, social media, advertisements, infographics, maybe even video and audio marketing. You want to make sure that your brand message remains as strong between all of those different platforms. One of the best ways to do that is to create a brand style guide. This is effectively a document that puts together all the different ways your brand should be presented, including the logo, typography, colors, photos, and even the type of language that should be associated with it.
Get it out there
You can create a strong and consistent brand message that has a powerful story to rely on, but that isn’t going to matter if you can’t get it in front of your audience’s eyes. Ensure that you’re working to understand and best use the marketing platforms that best suit the needs of your audience. For instance, if your business and audience are primarily online, then you should consider partnering up with the best Facebook ads agency to ensure that they’re more likely to encounter your brand on the platforms that they are using. It is going to take some real investment to ensure that your brand gets the level of visibility and reach that it starts to engage your audience. This is essential, as having them encounter it time and time again is what builds familiarity, higher chances of conversion, and, eventually, loyalty.
Get the customers on side
Your brand message is only worth as much as what the public thinks it’s worth. As such, aside from publicity, you also need support, and the best place to get this is from your customers. By providing each customer with a positive experience, you can increase the chances that they are likely to follow you on social media, leave positive reviews, and otherwise show their support. This public show of support helps to build the idea that your business is, indeed, worth showing that support for in the first place. This helps your brand messaging ring true.
You can have a strong and true brand message, a consistent look, and be able to reach your audience with it well. However, if your brand looks exactly the same as your nearest competitor’s, then any impact that it has is obviously going to be reduced. As such, when you’re constructing your brand message and even long after that, you should be doing research into your competitors’ marketing strategies. Find a niche to occupy outside of their own reach. Learn that they are doing correctly and see if it can be applied to your strategy. More importantly, see where they’re not performing as well and see if your own branding strategy can fill in those gaps.
The tips above will not tell you what your brand message should be. Instead, they will tell you how to ensure that, whatever it is, you give it the best shot of reaching and engaging with as many of your customers as possible.