It should be right at the top of your business wish list, making sure that your company looks great in every aspect. The brand is the most important thing your business needs to transcend the markets. While the finances are a crucial part of developing products and services, without a solid brand, you’ll be limiting growth. A lot of businesses struggle with their brand and try to do everything they can to give their company a massive facelift, but this can fail without the appropriate legwork. And while great content and products will often guarantee repeat customers, it’s your brand that will always precede you. What is the best way to build a strong brand that travels?
Tell the Story
As consumers (and as human beings) we value the importance of a good story. This is the heart of every great marketing campaign you know of. It’s worth investing time in boiling your business ethos down to some basic statements. Virgin, Apple Inc., Red Bull, and Tesla all do a stellar job of this.
If necessary, it’s worth going back to your business plan and re-evaluate if you aren’t progressing in line with your original brand. Telling a great story is what every marketing agency will try to get out of your business and your products, so you need to find the “trick in the tale.”
Have A Great Logo
Simple and effective, the right logo will communicate everything about your business that you need to say. It’s a very difficult thing to get right, which is why so many companies go back to the drawing board and rebuild their brand, which can be to some company’s detriment. Although a lot of businesses have found much more success by streamlining their logo and style to cater to a larger demographic.
MasterCard’s logo evolution over the years, it’s been simplified with the brand still intact. The great thing about an effective and simple logo is that they translate to various items of merchandise — from badges to letterheads to posters to anything your mind can dream up.
A great logo isn’t easy to come by, but if you can get it right, it will communicate everything that is great about your business and product.
Reach Out to Customers
An identity isn’t just an external thing. It’s about word of mouth and positive reinforcement. It’s not just done through excellent customer service or appealing to customers on a personal level inside a store.
It’s about reaching out to them through effective marketing campaigns, from the standard email marketing approaches all the way through to niche marketing practices like a podcast. The most popular podcasts realise their own importance as a piece of marketing, because to an extent it is capturing the flavor of the moment.
Smartphones have seen more people corralled into a sense of “commuter culture”, where people are more focused on their phones rather than communicating with each other. A podcast is a logical extension of this.
The right podcast reaches out to people on a personal basis, and you can’t get more personal than being inside someone’s ears! If you can find the right way to reach out to your target market, whether it is via email, vlog, blog or podcast, this will encourage word of mouth, which, as any great business will attest, is more valuable than any multi-million dollar ad campaign.
Target the Influencers
While building a great brand is down to honesty and integrity through to the core, you can catapult yourself to a wider catchment area by aligning yourself with the right influencers. These could be people like bloggers, reviewers, or industry leaders and experts.
As they say, it’s not what you know, it’s who you know! So you can create sustainable relationships with the best influencers in your industry by supplying them with what they want. Then they will be able to influence certain areas more effectively than you would ever be able to do, therefore putting your business in a much better light.
Gear Your Content Towards the Customers
From the website to the little flyers that go in people’s letter boxes, focus on what the customer or the client will get, rather than being focused on your business. For example, saying something like “our mission, our services” and so forth you won’t accomplish the simple task of appealing to the customer’s need, you are making yourself look like a big fish by being boastful rather than approachable!
Simplicity Is the Key
From your marketing, to your website, all the way through to your pricing structure you need to be as simple and straightforward as you possibly can. User-friendliness is a hot topic for any website because something as simple as not being able to access a particular page will mean that you’ve lost a customer for life.
If you can implement your entire business with the notion of simplicity, this won’t just encourage repeat custom, but it will gather more recommendations.
Making your business look great isn’t something that can be achieved overnight, but if you can chip away at certain imperfections and streamline specific processes and ideas, it will mean that your business is easier to understand from the perspective of a potential customer. This will increase sales, but it also means that you have a clearer vision of how you can progress with your business.
The goal is to have people return and return again, so you need to look at it from the perspective of a customer rather than a hotshot marketing executive, so put yourself in their shoes. If you can crack it and build a strong brand that travels far and wide, the effect is likely to snowball, and it means that you will be a company to contend with.
Always be true to your vision and keep it simple, this is what will make your business travel and your brand endure.