With the fierce competition and overcrowding issues troubling today’s marketplace, the need for a strong brand image has never been so important.
Branding is your company’s point of difference. It is what separates you from competitors and how people recognise who you are.
Marketers have contributed to a range of multidisciplinary approaches to branding over the years. But there are some factors that don’t change, and that all businesses must display to warrant success in this field.
Establish your brand’s purpose and target audience early on
In order to develop a distinct brand image, you must understand your place in the industry. Your company’s purpose is the first step to developing a solid brand message that coincides with the core values and future direction of your business.
But before your messaging can begin to resonate with people, you need to identify your ideal person of interest and their needs. Defining your target audience will ensure your upcoming campaigns and projects are in line with your brand’s intent and connect with prospects.
If you can be authentic in everything you do and promise, then you’re likely to find a place even in a confined market.
To be considered authentic, your brand must be faithful to itself, true to and supportive of customers, and governed by caring and responsible motives.
Social media has made it very easy for consumers to tell whether a brand is who they say they are. This is why trust is critical to acquiring and keeping customers. When customers feel confident that you’re genuine, they are likely to give back to the business through long-term brand loyalty.
Get campaigns up and running
You should waste no time in setting up campaigns once you’ve defined your brand’s message and target audience. They are one of the best ways to connect with audiences and inform as many people as possible about your offerings.
To maximise influence, make sure they’re compelling and tell a story about your brand or its future. You can achieve this by using storytelling techniques and visual elements that will leave a lasting impression across all channels. A campaign that holds emotion works much better for building recognition and trust with your audience.
Your organisation is accountable for your brand
Every aspect of your organisation pitches into your overall brand image – including those who work for and represent your business. Employees must have an extensive understanding of your company’s messaging and values, and be able to explain how this is implemented into the work you produce.
Keep platforms in order
Being consistent is one of the simplest ways to build and maintain bespoke branding in an oversaturated market.
Any showcase campaign or project should align with your company’s purpose, across all platforms. Whether this be social media channels, emails, websites or event marketing, the same message must be repeated throughout for it to strike a chord with your audience.
A uniform brand strategy will make you easily identifiable by consumers no matter the programme you’re posting on.
Focus on your own game, but be mindful of others
Keeping up with competitor activity is something every brand should do. It’s useful to have an idea of who your main competitors are and the strategies they use for your own promotional purposes.
But there is a line. It’s a common mistake for businesses to get too caught up in what their rivals are doing, so much so that it takes the focus off their own work. This can have a damaging effect on your brand if competitor analysis isn’t managed appropriately.
It’s better, and safer, for your business to centre its strategy around what makes you different to others operating in your niche, and how this gives you a competitive advantage.
Use results and metrics to determine next steps
All that’s left to do is measure the success of your brand and campaigns through tracking metrics. This involves data relating to brand loyalty, brand awareness, and all types of user engagement.
Once you understand how your brand is performing, you can adjust your strategy accordingly to get the most favourable outcome.
You might not have to make any drastic changes at all if the metrics are where they need to be. In this case, simply keep up the consistency because your current strategy is evidently working.
Strong branding is your ticket into a crowded market. A brand that is recognisable is one with an authentic message, solid audience foundation and effective campaign rollout, which are continuously tested and refined. This helps with the curation of a powerful brand image, leading you through the toughest competition.
We understand this can be a lot to process (especially for new businesses just starting out). That’s why WorkPR offer to take some of the load through a range of strategic PR and marketing services. We can tailor our approach to fit your brand and the messages you want to portray to your audiences if you get in touch today.