Building Your Brand Strategy
A company’s brand can be considered its face it shows to the world, and as a modern-day marketer you have to ask yourself…are you putting your clients’ best face forward? It is vital to know what your brand strategy is going to encompass, what it’s built on and how it’s going to be reflected in all aspects of your communication – whether that’s via website, email, social media or even a blog. Building trust in your clients’ brands is the first step, followed by reinforcing that trust through consistent messaging and personalization.
Let us explain…
Time after time, when evaluating what makes service unique, it comes down to two simple elements: Attention to an individual and a personal twist. Whether we admit it or not we all love particular attention…to be treated as unique human beings (something sorely missing in this day and age of celebrity-esque, selfie-obsessed social experimentation – and in an era when corporate inattention so often makes us feel more like statistical details or grains of sand on a massive beach than people with names). Believe us when we tell you that there is SO much value in analyzing your audience, segmenting it and making communications more relevant, personal and DIRECT. That means moving beyond addressing emails to individual prospects and signing off with a real name – as opposed to a general department address, that is – try to reflect real pain points that impact the person you’re communicating with.
One of the principal shortcomings of businesses is failing to firmly establish a RECOGNIZABLE BRAND. The easiest way to overcome this difficulty is to capture the prospect’s attention by clearly distinguishing your client’s business from the rest of the competition – the following are a few suggestions to demonstrate personalization as it relates to building a brand:
- Name – Demonstrate the core of the brand or who you are through a name that invokes questions and grabs people’s attention.
- Website – You should know this by now, but for the sake of reinforcement, a website is one of the most obvious tools for brand promotion – incorporate your client’s brand’s personality into their website.
- Video – In this day and age, everyone wants to view video – an effective video not only communicates the benefits and features of your client’s product or service, but also conveys the uniqueness of the brand. What’s more, videos are commonly shared and easier to recall than equivalent text descriptions of a business.
- Blog – Presenting an excellent branding opportunity for businesses, a blog promotes the type of open or transparent culture people today look for while also forcing them to remember a brand that openly demonstrates its personality and expertise.
- Social Media – In 2016, this is perhaps the ideal forum to showcase your client’s brand’s personality – as a place where people freely share and interact with commerce entities on a regular basis, social media platforms engage followers through sharing and conversations that are most easily recalled.
A strong brand that reflects the personality and culture of the business is an ideal way to powerfully differentiate in a competitive marketplace.
Written by Jana Bienz
Jana Bienz is an accomplished digital marketing professional with over 25 years of experience, including 15+ years in digital marketing and a decade specializing in marketing automation. Jana excels at crafting and executing strategic campaigns that deliver measurable results. Continuously adapting to industry trends, she combines creativity with data-driven insights to thrive in the ever-evolving digital landscape.