What kind of impression can you make on someone in seven seconds?
That’s the average amount of time it takes for a customer to glean info from your brand identity, so it’s crucial that you’re able to convey the right message from the very beginning, from the logo to the message you’re sending. Not only that, you need to reel them in and keep them, since it’s much more expensive to bring in new customers than it is to hold onto loyal ones. Can one branding campaign do all that?
The answer is yes, but it takes quite a bit of careful thought to make it work. Figuring out how to reach your target audience, how to ensure your brand remains true to your vision, and how to utilize details like color and fonts to help your marketing efforts stand out are all major aspects of creating a great brand.
Here are a few tips from the One SouthCoast Chamber on how to create a branding strategy that will grow your business and help you stand out from a crowd of competitors.
Get to Know Your Target Audience
Doing a little research is the first step in getting to know more about your customers and what they’re looking for. Learn about characteristics such as their average age, income, and where they live in the world. If your market includes other businesses, you’ll need to know what their revenue is like, how many employees they have, and who their competitors are.
It’s also crucial to get to know more about your own competitors, including their activity on social media. All of this information will allow you to tailor your branding efforts to ensure you’re reaching the right people at the right time.
Go Back to School
If you’ve always wanted to go back to school and learn more about market research and business in general, there’s no time like the present. Gaining a better understanding of the details that go into running a business can help you make better decisions well into the future. And the best part is that there are plenty of MBA programs available to pursue online so you can still focus on your business and handle other obligations without the stress. Just make sure the online school you choose is accredited and offers competitive tuition rates.
Decide on a Message
Whether you decide to go back to school or learn through hands-on tactics, finding out more about your target audience and competitors through research will help you land on a message. What do you want to convey to your customers? How can you reach them in just a few seconds and get them to stick around?
Branding is about much more than an eye-catching logo, although that is a key factor. It’s also not just about a catchy slogan, as much as those can help you stand out. Creating the right brand for your business encompasses many ideas, from the visual to the idealistic.
For example, if you decide to start a green business that incorporates eco-friendly tactics, your message will need to be loud and clear in order to grab the attention of customers who are looking for sustainable products. This integration can be done by literally infusing the color green into your logo and creating a simple, but effective, mission statement that tells your audience who you are and what you’re about. In this case, your brand would also need to involve transparency so customers can see that your products are ethically sourced or are delivered to them with sustainability in mind.
Know When to Outsource Your Marketing
When it’s time to create that eye-catching logo, a slogan, and a social media campaign, you’ll need to figure out which aspects you need help with. Going DIY is much easier these days than ever before due to the wealth of resources available online, but some projects are still better left to the pros.
Because coming up with the perfect logo can take some time if you’re unsure of where to start, you might work with a designer to find a jumping off point. You’ll need good communication tools to ensure your preferences are clear throughout the design process. If you haven't used a PDF online editor, now is a great time to check one out since you can add comments, highlight sections, and leave virtual sticky notes on specific parts of the designs.
Once you have collaborated with the designer and gotten a logo you love, you can utilize that design and branding for other projects, such as creating a banner for your website or social media pages. Using an online banner maker is an easy, affordable way to raise awareness for your brand, and you can customize it with the text, colors, and fonts you want along with video or animation. Banners are a great addition to Facebook or Twitter profiles and are perfect for YouTube channels, where you can attract a new audience.
Work Your Brand into Every Aspect of Marketing
Once you have a stellar logo, slogan, and banner, it’s important to make sure you’re able to work those elements into every aspect of your marketing strategy. Remaining consistent is the cornerstone of an effective brand; otherwise, customers won’t be able to keep up with your products or services and may lose trust in your business. Whether you’re utilizing traditional marketing methods via billboards and television ads, or building a loyal following on social media, you’ll need to be able to use the same branding elements across every medium.
Be Mindful of Your Content
As you’re building a following across social media platforms, it’s crucial to be mindful of each and every post. Blogs, videos, memes, and live content all have their place within a solid branding strategy, but only if they add something relevant and fresh to the conversation. It’s also important to make sure you’re posting at the right time of day; check to see if the social media platforms you’re using allow scheduled posts, which make it easier to keep up with your content.
As your business grows, it may be prudent to hire a social media manager who can take responsibility for each post and interaction with customers. You can also utilize a helpful CRM tool to make sure your brand is well-integrated into your customer relationships.
Know When to Make Changes
As your business grows and adapts to market changes, it’s also crucial to keep in mind that your branding strategy may need to change as well. Many business owners choose to give their brand a reboot after a few years with subtle but effective changes to the logo, ingredients, or supplies used. Knowing when to adapt and reflect customer needs is imperative when it comes to finding success.
Grow Your Business with Effective Branding
Branding and marketing are two major aspects of growing a business that require the right skills and knowledge, so furthering your education with an advanced degree is a great idea. As you learn more about your customers, you can find effective ways to take your business into the future. Whether you tackle branding yourself by using online marketing tools or hire a professional, you are sure to make your business stand out from the rest!
There are plenty of reasons to join One SouthCoast Chamber, including great resources like this one. You will also join a vibrant community of entrepreneurs like yourself. Consider joining us today!
