A Fresh Look: Building Your Business Brand
It’s a new year and a perfect time to take a step back and look at your business brand. For many, the concept of “brand” is hard to define. Branding is more than your logo, your name or the products you offer, it is how your business is perceived. According to Marty Neumeier, a brand expert, “a brand is a person’s gut feeling about a product, service or organization.”
For business branding to be successful it must be consistent in communication and experience across many applications:
- Environment (storefront or office)
- Print, signage, packaging
- Website & online advertising
- Content marketing & Social Media
- Sales & customer service
Establishing a strong brand does not happen overnight, it takes months, even years to do, but the benefits of having a strong brand can be unmatched. Not only will you stand out from your competition to potential customers, you will also be top of mind when those potential customers decide that they are looking to buy.
How to define your brand:
Before you define your company’s brand, you must first answer a few questions about who you are as a company:
- What is your company’s mission?
- What are the benefits and features of your products or services?
- What do your customers already think of your company?
- What qualities do you want your customers to associate with your company?
Once you have defined who you are as a company, then you need to showcase your brand image consistently across every aspect of your company. Here’s how to start:
- Get a logo that centers around your business
- Write down your brand messaging
- Integrate your brand
- Create a “voice” for your company that reflects your brand
- Develop a tagline
- Design templates and create brand standards for your marketing materials
- Be true to your brand
- Be consistent
Why branding is important
Having successful branding can help to launch a new company or bring recurring clientele to an established business. Consistency will not only help with loyalty but will also help you more easily prepare marketing materials. Some other reasons why great branding can help your business are:
- Top of mind awareness
- Stand out from competitors
- Increase brand loyalty
- Consistent presentation of brand has proven to increases revenue
- Creates legitimacy
- Color improves brand recognition
- Builds trust
- Good branding inspires employees
Top Digital Marketing Strategies to Implement:
Website – Having a well-designed website, with solid search engine optimization (SEO) and easy navigation should be at the top of your digital list. More and more consumers are moving online, with 87% saying they begin the purchase process online, with digital influencing 75% of store visits according to the local search association.
Social Media – Social media is where a business can connect with customers in meaningful ways. The Local Search Association states 71% of U.S. Internet user’s access social media at least once a month. Social media can be an effective way to give your company a voice and build relationships with your customers.
Targeted Social Media Campaigns – Targeted Social Media Campaigns are a powerful tool that can help you reach potential customers who may not see your page or posts. With options to target on interests, hobbies, demographics and location, you can narrow or broaden your audience however you like giving you access to high quality potential customers while still maintaining a reasonable budget.
Google My Business – Google My Business is a free tool that can play a major role is local SEO. With options to customize your photos, service areas, information, hours and more, this is a tool that will help get your website and business noticed to consumers who live or visit the area your business is located.
Google Ads – Google Ads can help take your website traffic to the next level. It has many tools that can help you target hobbies, interests, demographics and location along with targeting potential customers on the keywords they use or websites they visit. Google Ads also provides helpful bidding options and analytics to help you maximize your return on investment.
Branding may seem to be a simple concept on the surface, but when you start digging deeper, you will be able to see the many ways it can help grow your business and reach new customers. If you want you to maximize the effect of your brand and start growing your business, contact the expert team at Pinnacle Marketing Today.