Having a strong brand identity is critical for any business, regardless of the industry. The above image is a representation showing the relationship between consumers and brands prior to the rise of the digital age and social media. With strong brands come raised awareness and improved consumer interaction. Below are some tips on how to design more effective branding strategies.
1. Provide quality products and services.
Building a strong brand identity begins with ensuring product and service quality are above standard. This means that all products and services must continually perform well so that the consumer will become conditioned to expect it. When strong brands produce weak products, the brand image will decline. There becomes a question of whether it was a fluke or if that is the new standard. Every company strives to have their products purchase over another purely based on the brand.
To monitor the consistency of your product pool, try developing a feedback system.
Testing out existing and new offerings on a regular basis by introducing them to target audiences can provide you with major decision making information. One of the most popular methods of doing this is through social media. Allowing the consumers to connect with your company on a more personal level motivates them to give honest and continual support for your business objectives.
2. Devise a branding strategy.
When placing attention on the physical appearance of the brand, take the time to carefully address aspects such as logos in reference to how they look on stationary, cards, websites and other marketing materials. How the business is perceived is second to how well it performs in general. A brand marketing company can provide assistance to ensure that the statement the logo is intended to make is clear.
Creating thoughtfully designed logos that pop, but do not overwhelm, should be the overall goal for your marketing team. Keeping the colors consistent throughout all marketing materials will leave a lasting impression on your audience. For instance, when they see your colors will remind the consumer of your product even if it is not affiliated. After all, staying on the consumers mind is the essence of marketing.
3. Offer Promotional Products.
One of the best ways to get a brand recognized is to offer something of value to customers and potential clients without asking them for money. In other words, provide promotional items and freebies that are useful so that people will be reminded of the brand. This may include any of the following:
a. Pens, keychain flashlights, flash drives, and other such items with the company logo imprinted on it placed with marketing materials.
b. Promotional offers on website affiliate storefronts that show the brand with suggestions on using its products or services.
c. Participate in sweepstakes and giveaways. You may also benefit from a marketing panel where you let regular consumers test your product and keep it without cost for their feedback in return.
4. Stay up-to-date with Customers
Keeping tabs on your current customers’ needs and concerns provide valuable insight for future marketing strategies and product design changes. For instance, regular searches on the internet forums and blogs help get an inside view of what customers are talking about. You can then address those topics within the context of the company’s ad campaign. It is essential to keep up with the newest marketing opportunities.
Also, monitor customer reviews and respond to issues as soon as possible. It is good practice to use a popular web search engine such as Google or Bing to seek the results for your own company. Sometimes, you will that someone wrote about your product or company. When customers make comments about the company on Twitter, Facebook or other social media, respond appropriately to resolve any issues. It is also good practice to thank commenters for any kind reviews to boost customer appreciation.
5. Sponsor people and events.
Choose local and national causes in which the business can relate. Think about what potential customers are interested in and connect with those aspects. Often, brand identification is really about public perception that is built by action as opposed to what they are told by the firm. This is why sponsoring the right events or persons can strengthen the brand image immensely. It is also another opportunity to get your logo in front of a different audience. You can never over network your company.
Properly designed logos and other materials make a brand instantly recognizable, making it all the more likely that people will remember it. Therefore, do everything possible to make brand awareness a priority in the marketing strategy. Remember, a brand is only as good as its product. Maintaining quality products is essential for keeping a positive image.