Your company’s brand encompasses everything from your logo to your tagline. It is the image that you present to consumers and how they interpret that presentation that forms the foundation for your brand management. While you may select the colors and wording to use, consumers will set the tone for your brand based on their personal experience with your company. There are practices you can put into place to stay on top of the brand management game.
Create a Unique Brand Name
Your brand represents who you are and the quality of service that you plan to provide to consumers. Take an authentic approach to brand creation by staying true to the values that prompted you to go into business in the first place. Avoid making a brand promise that you can’t fully deliver to consumers. Instead, you want to focus on creating a valuable experience for your consumers.
Use target keywords that are familiar to your market segment in your brand description. Highlight how your brand solves a problem or fulfills a desire that customers are looking to resolve. You want to become the only viable option for problem solving within your industry.
It works to drive interest toward your company. Consumers will see that doing business with your company will benefit them.
Maintaining Your Brand Name
With your brand name in place, you must consistently work to keep that name fresh in the mind of consumers. Do this by incorporating your brand name into everything that your company does and how you and other staff members interact with the industry. Every action you take needs to reinforce the concepts of your brand image and how it benefits your target market audience. Customers will begin to feel as if your company is trustworthy and they will seek you out first for a product or service they need.
You remain relevant in the minds of customers by providing consistent examples of why you and your products are the best option available to them. Write blog posts and engage in guest post opportunities centering on topics that illustrate how your product or service adds value or solves a problem. Establish production guidelines stating that each product package must have the same font style, color scheme and logo placement before leaving the warehouse. Set company goals that point toward preserving your brand image above all else.
Create Brand Awareness
The greatest way to create brand awareness for your company is to be an active participant in your industry. Engage in conversations with customers on your social media channels. Share relevant news, product reviews or behind-the-scenes images that capture the daily operations of your business. It creates a personal image for your business that customers can relate to and it makes them want to take further action with your company.
Your brand should establish an emotional association with customers by prompting them to recall a nostalgic event in life. The requirements for accomplishing this are simple. The color scheme or logo that your brand features needs to touch on a personal experience, making customers feel as if they are missing out on something by not doing business with you. Your brand needs to stick in the minds of consumers so your products/services become the only solutions for the problems that need to be resolved.
Market Your Brand
As your brand name starts becomes familiar to consumers, you need to engage in marketing practices that build on that awareness. Start by going back to the basics and giving your target market segment valuable content that appeals to their personal interests. Host video courses that illustrate how to use a particular product you sell.
Share social media posts discussing the latest industry news or a certification that you receive. Remember to show customers how this information provides value to them so that they take an interest in what you are sharing. Consider forming a partnership with a local business as a way to place your brand in front of a new market segment group. Look for speaking engagements within your industry that allows you to share notes on how your brand fulfills a desire that customers have in mind.
Your marketing opportunities to increase brand awareness are only limited by your imagination. Consider one or more of the following practices.
- Create a customer referral program.
- Hold a contest online and across your social media channels.
- Give away free products, product samples or service consultations.
- Engage in a retargeting advertising campaign.
The main focus of your marketing activities needs to be placing your brand in front of as many target market audience members as possible. When those customers have a positive experience with your brand, they will likely share the favorable experience with their friends. It gives you the chance to reach a new segment of your target market that traditional marketing practices would not reach.
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I'm the Director of Digital Services and Partner at Ballantine, a family-owned and operated direct mail & digital marketing company based in New Jersey. and started in 1966 by my great uncle!