Probably the most valuable asset to your business is a recognizable brand. The simplest definition of a brand is your company’s reputation and its visibility on the market. If we take this into account, the logical conclusion is that your most important task is developing a strong brand, especially if you are running a smaller business, because you will be competing against big brands that have a devoted audience. Here are seven proper ways to brand your product in order to become recognized.
Identify and Research Your Target Audience
It is essential that you narrow down and identify your target audience, because research has proven that high profit companies have clearly defined clients. The more you narrow down your focus, the faster your business will grow. If your target audience is way too diverse, your marketing strategy will be far too diluted for it to be successful.
The way to properly define your marketing strategy is by regularly and systematically researching your target audience. You should do this at least once per quarter. This way you will be able to understand and anticipate what your customers prioritize and desire, and formulate your message so they can relate to it.
Come up with a Messaging Strategy
After you come up with a proper positioning statement that grasps the essence of your brand, you need to develop a messaging strategy that translates the positioning of your brand into a proper message for your target audiences.While the fundamental positioning of your brand is the same for all of them, not every audience will be interested in the same aspect of it. Therefore, the message to each of your audiences needs to underline the most relevant points to them, by addressing particular interests, and providing adequate evidence that supports your messages. This is essential for your brand to be relevant to them.
Develop a Content Marketing Strategy
The main concept of content marketing is to create and deliver content that is relevant and valuable to your target audience, and it is very suitable for ecommerce professional services. It’s similar to traditional marketing, with the difference that it does everything more efficiently.
As your brand’s strength is based on reputation and visibility, increasing only the latter will rarely bring you good results. Content marketing, as opposed to traditional marketing, boosts both visibility and reputation at the same time, which is why it’s the best way to build your brand.
Create a Quality Website
The most important tool for developing your brand is your website. This is where your target audiences learn about your services, how you perform them, and who you do them for. While your website isn’t the sole reason for your prospects to choose your business, it could very well be the reason that they look elsewhere if it doesn’t deliver the proper message.
Your website is where your valuable content is found. This content is the main focus of your SEO efforts, so that your potential clients can find you and learn more about you. Today, there are two kinds of professional service websites. The first is a branding site, which basically conveys your brand message. The other is high performance website, which does the same, but also generates and cultivates potential new customers.
Create a Good Logo
As your target audiences’ first impression comes via visual perception, you need to design a high quality logo for your brand. An attractive logo boosts your image, and tells your customers how professional you are and how much you care about quality.
It is vital that you aim at a simplistic logo that is suitable for all kinds of mediums. To properly color your logo, you need to have in mind the psychological effects of color. You should avoid generic and trendy fonts, and choose one that is original and unique.Don’t forget that your logo introduces the audiences to your brand and products, therefore it must be designed accordingly. When creating your logo, it is essential that you understand your brand, your audience, your product and your competition.
Integrate Your Brand Everywhere
Your brand needs to be visible in everything your customers see. It needs to be on display in your office,for everyone to notice, and present in personal interactions. Everything that your customers can interact with – your business cards, ads, packaging – needs to have your logo on it. Your website has to be designed and curated appropriately in order to incorporate your image, voice and message. All your social media pages need to be branded visually, and contain the same, familiar voice for engagement.
Implement and Track
Obviously, your brand development strategy means nothing if it isn’t properly implemented. It often happens that companies get lost in client work and forget brand development, which can have solid repercussions.
This is why it is very important that you track the implementation of your plan, and the results that it comes up with. Stay ahead of whether the strategy is implemented as planned, how much traffic it creates and how many leads it generates. Only if you track the whole process will you be able to draw the right conclusions about the process and then adjust it properly.
If you build your brand properly, you will be able to push your business into the big leagues. By doing this, you will earn a deeper level of trust from your customers, and they will be more likely to buy from you. Integrate your brand everywhere, implement and track your business strategy, and reap the results.
Steven Clarke is a digital marketing specialist. He also works as a consultant for a Business Logo Design company in Sydney. In his spare time, he likes to write about his ideas and share them with the world.