Simply put, your brand is your promise to your customer, it tells them what they can expect from your product or services. Your brand is derived from who you are, who you want to be and who people perceive you to be. People will identify with your brand the same way they do with people they know. Establishing yourself online is a crucial part of creating a strong brand, you want to ensure that none of your competition can claim your brand name for any listing, if they did they could do serious damage to your reputation or simply prevent you from being to get well established in a beneficial platform for connecting to your customers.
Increase Local Brand Awareness
Many businesses are slowly becoming more and more aware of SEO and the major benefits it can have on increasing online leads for a business, but little attention is paid to a more affordable and equally effective way to increase your online presence locally. By claiming or creating a Google local business account you can often rank more easily and promote your businesses positive customer reviews in your local area. when looking up a specific product or service the “3 pack” as it is referred to is the first set of results to show up and include other important information like the business name, phone number, address, and other vital information bringing the additional attention needed to boost sales month after month. It follows the same principle as SEO, getting you to show up on the first page in front of the people looking for what you offer.
Understanding Brand Strategy & Equity
Your brand strategy is how, what, where, when and to whom you plan on communicating to and delivering on your brand messages. Your distribution channels are also part of your brand, and what you communicate visually and verbally through these channels are the essence of your brand strategy.
Brand equity means the added value brought to your company’s products or services that allows you to charge more for your brand than what identical, unbranded products command. An obvious example of this is Coke vs a generic soda. Because Coca-Cola has built powerful brand equity, it can charge more for its product–and customers will pay that price.
The added value intrinsic to brand equity often comes in the form of perceived quality or emotional attachment. For example, Nike associates its products with star athletes, hoping customers will transfer their emotional attachment from the athlete to the product. For Nike, it’s not just the shoe’s features that sell the shoe.
Defining your brand can be difficult, time-consuming and uncomfortable. It requires, at the very least, that you answer the following questions:
- What is your company’s mission?
- What are the benefits and features of your products or services?
- What do your customers and prospects already think of your company?
- What qualities do you want them to associate with your company?
Here are a few simple, time-tested tips:
- Get a great logo. Place it everywhere.
- Create your brand messaging. What are the key messages you want to communicate about your brand? Every employee should be aware of your brand attributes.
- Be true to your brand. Customers won’t return to you–or refer you to someone else–if you don’t deliver on your brand promise.
- Develop a tagline. Write a memorable, meaningful and concise statement that captures the essence of your brand.
- Integrate your brand. Branding extends to every aspect of your business–how you answer your phones, what your salespeople wear on sales calls, your e-mail signature, everything.
- Create a “voice” for your company that reflects your brand. This “voice” should be applied to all written communication and incorporated into the imagery of all materials, online and off. If your brand friendly be conversational, if it is ritzy be more formal. You get the gist.
- Design templates and create brand standards for your marketing materials. Use the same color scheme, logo placement, look and feel throughout all of your marketing. You don’t need to be fancy, just consistent.
- Be consistent. This is the most important tip we can give you. If you can’t do this, your attempts at establishing a brand will fail.