While by definition, a brand is merely a type of product that is sold under a certain name, it means a lot more from a marketing perspective. Building a brand is a way to create a persona and voice for a company that reaches potential buyers. This voice should aim to communicate skills, services, values and even personality for the company.
For instance, when a consumer hears Progressive Auto Insurance, they often think of Flo, the fictional character developed to promote the brand. While not every branding effort is a fictional brand ambassador, it is a good way to think about building your brand voice. While you may choose to simply speak as the company, the voice should be as consistent as though it were an individual person. Following this rule can lead to a much more consistent presence.
There are a few tips and tricks of the trade to establish a consistent and well-thought-out brand without overextending your efforts.
Build a Platform
Having well-established social media accounts and a fully branded website with the name of your company and good quality content about your services goes a long way. The presence you develop online can be used in your signage. This gives a great opportunity to get potential customers to better research your brand while giving them as much information as they will need for purchase. It will also free up space on your signs and develop a cohesive brand voice that potential customers can learn and become familiar with.
Identify Greatest Strengths
When developing a marketing plan, it makes good sense to identify which of your services and products are the strongest. By pinpointing where your strengths lay, you can better focus on certain areas for your marketing efforts. This gives an opportunity to put more relevant information first and have less ad copy. It also creates more cohesive signage and will help organize your online presence.
While it may seem important to keep ahold of trade secrets, sharing information can be a great way to establish your brand as the go-to in your local industry. Customers that are informed are the best to work with, and those that like to be informed are more likely to choose the company that seems the most knowledgeable. Sharing key information that keeps customers in the know can both garner and keep patrons.
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