Branding is about creating an identity to distinguish your business from any other business. Any company can benefit from branding, and it’s especially vital for companies in a competitive space.
Your product, service, logo and website all contribute to your brand, but it’s more than that. It’s your mission, your commitment to customer loyalty and that indescribable feeling that you can only get from a well-executed brand. Additionally, a great brand will follow these 5 guidelines:
- Know Your Purpose
You can’t have a brand if you don’t have a purpose. Why is it that you chose this particular business over any other? What about your work makes you passionate? Why you do what you do is a distinct differentiator from your competitors. Take time to explore your purpose properly.
- Keep It Cohesive
Each piece of content you share should relate to and/or enrich your brand. Venturing too far away from relevancy can quickly turn off your customer. Before you publish anything, determine what value it brings to your customer and brand.
Also, consider a digital style guide. This sets the standard for all branding elements of your business such as signage, social media posts and website design. Your guide should include the fonts, formatting, logo and colors you have chosen for your brand.
- Be Adaptable
It’s imperative that your brand be identifiable, but still provide enough diversity to keep things interesting. Never be afraid to change your strategy if your current tactics are no longer working. Things change quickly in digital marketing and being able to adjust to the needs of your customer can be a huge competitive advantage!
- Cultivate Customer Loyalty
When a customer says something nice about your brand, say something nice back! When a customer complains about your product on social media, address it immediately. Online marketing brings transparency to your business. Use it an opportunity to build relationships with your customers. In turn, this will breed loyal fans!
Monitoring conversations about your brand is what allows you to address issues quickly. If you’re not already using social listening, we highly recommend you start doing so now!
- Watch Your Competitors
Identify three to five top companies who do business in your industry. Research what branding methods are working for them and decide if any of those tactics can be applied to your own positioning. But don’t stop there! Just as many lessons can be learned from their failures.
When a competitor makes a mistake, pay attention! Learning what went wrong can aid your own marketing efforts. At the very least it will provide insight into the needs and wants of your audience. No matter what, always remember to stay true to who you are and what you stand for.
Are you in need of a brand refresh? Contact Venerate Media Group today!