If you’ve spent even a small amount of time studying marketing, you’ve probably heard that branding is everything. Your brand is more than a logo. It’s the feeling that people get when they think about your business.
Does the mention of your company stir up feelings of happiness? Does it make people laugh? Do they even recognize the name? If you want to really be memorable, you need a brand that people connect to.
Of course, that’s easier said than done. Here are some ways you can develop a brand strategy that will take your business to the next level.
Image Is Everything
What do you want people to see when they look at your products? Image is important because it says something about your company. If your website is sloppy and looks like an amateur built it, people will assume your company is small and inexperienced. Are your products packaged haphazardly in plain boxes? People will assume you’re a small operation that doesn’t have money to invest in packaging.
As you think about your brand, consider how you can appeal to your customer’s eyes. What will they see when they interact with your company? Make sure your website, products, and packaging reflect who you want to be as a business.
Keep a Consistent Business Persona
Make sure that everything you do and say as a business aligns with the image you want to promote. When you post something on social media, make sure it doesn’t contradict what your brand is about. Before you post a photo or publish a blog post, think about the potential reactions.
How will people perceive your company? Will this give them a positive or negative experience? Will it offer any value? If not, then it’s probably best to go back to the drawing board.
In today’s world of instant Internet access, people usually read reviews before they buy any product or service. That’s why you need to build credibility. Ask your customers to leave feedback and let others know about the experience that they had.
Offer an incentive to customers who refer others to your business. If you offer some form of compensation or discount, people are more likely to remember to tell their friends about your company. If you receive negative feedback or hear complaints, respond to them quickly.
Always be polite and try to fix the situation without making it worse. Sometimes it’s worth going the extra mile to please a picky customer just because it gives you more credibility in the community as a whole.
Appeal to Emotions
The most successful brands find a way to connect with people on an emotional level. Think about McDonald’s for a moment. It’s a cheap, fast food restaurant with what most would consider mediocre food at best. But they have become a global empire with a single little jingle – “Ba-da-ba-da-ba… I’m loving it!”
The marketing geniuses at McDonald’s have managed to sell hamburgers to the whole world by convincing them that everyone loves their company. The upbeat little jingle is a major part of their branding strategy and it’s an important lesson for any company that is just starting out.
Consider how you can appeal to the emotions of your target audience to illicit the response you desire.
Ultimately, you can develop a brand strategy that works if you are willing to put in the work. With a little trial and error and heavy dose of creativity, you can build an image around your company that potentially lives longer than you do.