As much as we try and tell ourselves to ‘not judge a book by its cover’, unfortunately, we all do it and first impressions really do count when it comes to branding.
According to www.businessdictionary.com, branding can be defined as the process involved in creating a unique name and image for a product in the consumers’ mind, using advertising with a consistent theme. It aims to establish a significant and memorable presence in the market that attracts and retains loyal clients or customers.
Branding is everything that your customers sees or interacts with, which could ultimately sway their buying decision.
It includes:
- Logo
- Website
- Social media
- Shop front
- Content
- Domain name
- Colours
- Interactions and engagements whether it’s online or in person
- Imagery etc.
How to stand out
When used effectively, a good branding strategy can boost business, while also reducing the marketing budget and the threat from competitors.
Branding has taken a front seat in the land of inbound marketing and it is a very important part of the marketing process and getting your name out there. It is essentially how you get found by your potential customers, so you need to ensure you are attracting them from the minute they see/hear about you or your services.
Unless you are a completely niche service, the chances are you will be some, if not a lot of competition out there. You need to stand out from the crowd and try your best to be different. In order to set yourself apart, you have to figure out what your Unique Selling Point (USP) is.
Think about your What, How and Why?
- What is the brand/business?
- How do you do your service?
- Why do you do what you do?
What is your purpose, what makes you different from your competitors? Are you cheaper/ offer an aftercare service /better quality/different in what way?
Be clear, concise and to the point – you will want to put out a clear message to your potential customers that are easy to digest, and therefore easy for them when it comes to the decision-making process
Key Personas
After some research, you will need to develop key personas who you think are your main target audience. These will be fictional, generalised characters who will act as your main customer profiles. You need to consider what they want to see and what will they be attracted to.
By developing your key personas, you can create tailored and specific content and branding imagery that will resonate with their wants and needs as consumers. You will be able to look at specific statistics relating to that target market
Things to look at:
- Demographics
- Job level
- Challenges
- Access
- Objections
Benefits
Strong branding can attract customers, as well as retain loyal customers and keep them hanging around. The branding can communicate the value that your company can bring to them, as well as making it easier for them to choose from a few options during the consideration stage.
How to?
You’ll need to conduct a lot of research before you even consider creating your brand. It will help you understand the market, understand your target market and know how to create something that will stand out.
Focus on your USP and highlight that. What do you have that no one else can offer? What do you have that can solve your target market’s problem?
Don’t be scared to spend some money during this stage. You want to be taken seriously from the get-go and unless you have a professional and strong logo and imagery, you won’t be an option for your target market.
When you have a clear branding strategy in mind, you need to ensure the imagery, colours and messaging are consistent across your website, content, social media, emails etc.
Here at Zymplify, we can help you create and build a branding strategy with the use of our multichannel marketing strategy. Our experts will use social media, PPC, email marketing and more to enhance your brand awareness and generate more leads for your business.
Check us out at www.zymplify.com or why not download a free brochure to find out more information.
