MAD Contributor-Freak Michelle Cardenas talks this week about branding – from the beginning.
Strategic branding and advertising as part of a start-up company’s budget is crucial. Despite this fact, branding and advertising are often neglected. However, a brand defines what your company stands for. It conveys promises of excellence through a logo that is easily recognized. Many more people will interact with a company’s brand on a day-to-day basis than will actually interact with a company. That is why a strong, recognizable brand strategy is so important. When the day comes that a client has need of your goods or services, they will recall the brand and connect with your company.
A brand serves many functions:
The Internet has vastly increased the size of consumer markets. Although this is good news for business, it also means more competition. By using an effective brand strategy a company can rank themselves in a more competitive position. Increasing the strength of your brand means increasing your company’s recognition. Distinction enables a business to capture a larger market.
Brand recognition conveys to prospective customers what your company will deliver. A brand’s capability message enables many questions to be instantly answered. Clients can engage and immediately get to the point of business, confident of certain assurances of quality and service.
Here are a few tips in developing a strong, recognizable brand:
- Instill the brand with a distinct personality
- Create slogans or position statements connected with the brand that are used throughout other company literature
- Link employee style of interaction with customers with brand personality
- Define company attributes through your brand
- Know your target demographic and convey customer benefits that trigger an emotional connection with your brand
- Set your company apart from the competition
Brand strategy is more than just advertising. It is a means of communicating to the general public the essence of what your company represents. And to effectively develop and use a brand, it is important to know who you will be conducting business with.
Marketing industry research clearly indicates that companies that have experienced rapid growth had one thing in common: a clearly defined target customer base. Narrow your company’s focus rather than cast a broad net. It may seem counter-intuitive, however, the data is clear. When a target audience is broad and diverse, marketing efforts are subsequently diluted. Consequently a brand is not distinctly defined. Research the specific demographic that will comprise your customer base and tailor your brand to appeal directly to them.
Failing to prioritize brand strategy into a company’s budget is only one mistake to avoid. Another mistake to steer clear of:
Marketing Like Everyone Else
Almost every company now, large or small, is actively engaged on social media sites. Hit the refresh button and surprise your audience. Instead of being REactive, be PROactive. Unpredictability, every now and then, is a good thing.
One such example can be seen with a recent event in the entertainment industry. Usually, when an artist releases a new album, they tease their audience by first releasing a single from that album. Not Beyonce. She surprised everyone when she made a new, full album available on iTunes which also included a corresponding library of videos with each song.
By surprising an audience, a business can make a lasting impression. Customers will look forward to what happens next with anticipation. It can increase traffic to a company’s website or social media sites as your target audience checks in to see what will happen next.
Sometimes a company’s creativity well simply runs dry and that is nothing to be ashamed of. That is the perfect time to consult with a professional advertising and marketing team. If you are interested in developing a recognizable brand and need a little help, please contact us. We can help you develop big ideas that can capture the target audience you are looking for to help your business grow. Developing a brand, setting a business apart from competitors and making a lasting impression on the public begins with your own idea of who your company is. We have the talent and expertise to help you express your company’s message and personality.