For many companies, the goal of branding is to bring awareness to the products and services they provide and to set themselves apart from the competition. From expert copywriting services to brilliant packaging design, brand marketing uses a plethora of tactics to achieve recognition. However, for these strategies to be successful, your brand identity and messaging must tie into your company’s overall goals and values.
There are many ways to build your brand, and depending on the type of product or service you’re offering, some tactics will work better than others. Let’s take a look at some of the best strategies companies use to build their brands.
The key to building brand awareness is to stay consistent in the images you display and the content you provide. Your target audience will quickly become accustomed to a certain look or voice and will look for that familiarity when they need what you offer.
Choose colors and images that make sense and use them consistently across the board. When it comes to providing information, decide on a tone and stick with it throughout. You know your products best, but if you don’t have time, take advantage of professional copywriting services to ensure the information you publish consistently matches your brand personality.
Tell a Good Brand Story
Every brand has a story behind it, but when you tell yours, make sure you put your customer at the center of the story. Tell a tale of struggle where the customer has a problem that needs to be solved and how your brand solves that problem. People love a selfless hero, so make your brand that hero, and focus on how it can help your target audience in some way.
Focus on Customer Service
Building brand awareness involves more than just how your brand looks visually. How people perceive your brand is also important, which is why you should focus on doing everything you can to provide good customer service.
It doesn’t matter how great your product is – if customers don’t feel valued, they won’t share their experiences, and they likely won’t return. If a customer feels valued and has received outstanding customer service, they are more likely to share that great experience with others. Don’t downplay word-of-mouth advertising – it’s very powerful!
Encourage Word-of-Mouth Advertising
Your brand could have tons of 5-star reviews, but nothing compares to someone saying, “I love this product!” Word-of-mouth advertising is free, and it requires little effort outside of providing great products and customer service (which you are, of course, doing anyway). If you’ve had a good interaction with a customer, don’t be shy about encouraging them to share their feelings about your service with their network. Be honest and humble, and let them know how much it would help you.
Take a Positive Stand for Social Issues
Today’s consumer is concerned with a host of social issues, so aligning your brand with one or more of these issues helps to build brand awareness and bring light to your mission and core values.
Many consumers have said they’d support or boycott a business solely based on their stand on social issues. It’s important to align your brand with a social issue that matches your core values. However, it’s easy to make mistakes here. Some stands are more controversial than others, so choose wisely.
These are but a few of the ways a company can build brand awareness. The list of brand-building strategies is virtually endless, but hopefully, the ideas above give you a place to start with your marketing plan.