When it comes to creating a buzz around your products and carving out a space for yourself in the consumer marketplace, strategic branding is essential. Want to make an impression and capture your audience’s attention? … it’s time to invest in a strong brand image.
If you’re not really familiar with the concept, you might be wondering just what branding is.
Your brand is what communicates your mission to the customer. It’s essentially your promise to them. It sets the expectation for your products/service and it’s what differentiates you from the competition. Your brand is the outward projection of who you are, who you’re striving to be and who people perceive you to be.
The message you’re sending should be communicated within the first few seconds of a customer coming across anything associated with your business: your marketing, product labels, packaging, social media profiles, and your online presence. Here are two tips to help you get started.
Brand consistency helps to take your marketing to the next level. By building a strong brand, you empower your marketing. You no longer have to convince potential customers to trust and buy from you. Over time, with focused effort, your brand message will become so synonymous with your marketing that people will want to buy from you.
When communicating your brand message on your website, social media profiles, or other online platforms, it’s important to create a consistent brand voice. For example, if the pics you post on Instagram or light-hearted and fun, all of your content should follow suit. And while we post different types of content on each platform, it should all be cohesive.
Whether you’re updating your status on Facebook or writing a series of posts for Twitter, none of what you post should ever feel foreign to your customer – like it’s coming from a different brand altogether.
Think about it this way:
We often act one way with family and friends and another when we’re at our place of business. You’re still the same person, but your behavior adjusts to the environment. It’s the same for your brand.
Tip: Create consistency in all of your marketing efforts. From your Web Design to having quality photography – it all matters.
create alignment with your brand identity
It’s easy to get overwhelmed trying to keep up with all the new social media platforms that are constantly emerging. Or succumbing to the peer pressure to be everywhere all the time. You know how it is, the idea that since your competitors are on Facebook, you should be too.
But wait. Don’t be so eager to jump on ‘the shiny new thing’ bandwagon. Before you start following someone else’s marketing strategy, make sure that what you’re doing makes sense for your target audience.
A few questions to keep in mind when aligning your efforts with your brand message:
- Does the platform appeal to your potential customers?
- Will you get a return on your investment?
- Would you trust a brand like yours if it used this platform?
- To be successful, and really make an impact, is it worth the time and cost investment required to capture the attention of your target audience?