Improve Your Brand
“A brand is no longer what we tell the consumer it is. It is what consumers tell each other it is.” – Scott Cook, director of eBay
There is no fail-proof technique guaranteed to maximize your brand awareness. Several factors including luck and timing contribute to increasing brand recognition.
Brand improvement is a forward-moving process. Standing still at what you think is a comfortable position makes you more vulnerable to falling behind as the competition makes greater strides in the race for the consumer’s attention and loyalty.
The scope of your brand awareness will take you as far as your creativity and energy allows. Fresh and innovative ideas are constantly being tried with many successful results. Here are some practices to help improve your brand.
Determine what is working and what is not.
Build on projects that show positive outcomes. Does your Twitter or Instagram account yield a high following? Continue to publish engaging content then shift into a higher gear. Start a campaign that asks something of consumers. Post content that allows them to purchase your products. Suggest that they share or retweet content that they like.
When projects don’t work, make adjustments or terminate the project altogether. Honest evaluation and effective action steps will save energy and resources that can be used in other areas.
Don’t be afraid to try something new. If innovation is the lifeblood of positive brand awareness, then stale and out-dated initiatives are death.
Utilize social media
To reach consumers you have to go where the people are. In the digital age, no matter where someone is physically they are able to be present on social media. 45% of the total world population are using social networks.
It helps to know which platforms specific target groups use most. Facebook is considered archaic to Generation Zers, so you shouldn’t rely on updates to your Facebook page as the primary method of reaching younger audiences.
Also be aware of which social media applications work best for the content you share. Image-heavy content and videos are best suited for Instagram and Snapchat. Information-rich content is better communicated on Facebook and LinkedIn. Fast-changing news and updates trend well on Twitter.
Give paid ads a try. Social media ads won’t break the bank, and the right ad on the right platform can be just the thing you need to introduce yourself to a target group you wouldn’t be able to connect with otherwise.
Not a social media guru? Seek out a digital marketing agency to help you appeal to social media markets.
Make calculated partnerships.
Good partnerships reinforce your brand. They help establish credibility and provide an opportunity to tap into new markets and reach different niches. Be thoughtful about your partnerships.
Obviously, you shouldn’t partner with a business that is in any level of competition against you. Every business your partner with should have a connection. Don’t venture out too far that you brand identity gets confused. A mutually beneficial partnership will increase your brand awareness and grow your consumer base.
Partner with the community. Establishing your business as a trusted community partner paves the way to longevity. When you develop good relationships with community members you have the opportunity to create return customers. Not only do return customers help promote your brand through word-of-mouth referrals, but they also source a majority of your revenue. Studies show, current customers spend 67% more on average than those who are new to your business.
Identify your brand’s mission in everything.
Impressive brands have a mission statement that is consistent and can be identified in every technique they use to connect with audiences. If you don’t already have one, take serious thought toward developing a cohesive mission statement and use it to unify each aspect of your company.
After you have a brand mission, constantly ask the question how is the mission communicated? On your social media platforms, on the company website and blog, through your local partnerships and community events- how is the mission communicated? Whenever a value is being emphasized that contradicts or doesn’t quite line up with your mission statement, make changes that realign with your vision.
The best brands undoubtedly have a shared characteristic. There is no mixed messaging. They are able to translate the same message across various platforms.
Pro-Tip: Don’t make it all about the bottom line. Branding is about amplifying your voice and connecting with target audiences.
At BreveCo Marketing, we know what it takes to manage your brand. Brand awareness success stories produce incredible results that make your efforts more than worth it in the end.
Let us at BreveCo Marketing help implement new techniques and discover what works best for your business. Don’t give up on striving to make your brand a recognizable name in your market.
Contact us today for a consultation. We will use our expertise to implement new techniques that will help improve your brand and expand your reach.