In the world of online marketing, branding is a key practice that you may implement in order to improve your positioning. Branding includes all sort of actions that a business performs for creating and managing its brand. If the process is successful, it culminates with the proper positioning of its brand in the minds of consumers. Branding is directly related to differentiation. Making your brand different is becoming increasingly difficult nowadays, as the quality and costs of all products and services become similar.
Branding is, in essence, the value, credibility and uniqueness of a brand. It makes a brand different than others thanks to the intangible elements of the company. Creating a good business branding is almost an art within an art, and it requires time to experiment new strategies and to take risks (and, of course, you will need to fail from time to time.) In this post, you will find some useful tips to differentiate your brand from others in the market.
1. Create a good logo
The logo plays a key role in any branding strategy. When you have created a good logo, it simply conveys the message that the public will keep in mind about your brand. If an image says more than a thousand words, a symbol says more than a thousand images. A good logo is the vehicle that generates confidence, and a poor logo may lead to the public rejection of any company.
As a general rule, your logo should be as simple as possible, easy to understand and read. In addition, it should be present everywhere in your corporate material. Many companies neglect this fundamental aspect of marketing and comply with the cheaper logo they could get. That’s a terrible mistake.
Personal Branding is a new and useful marketing strategy. Coca-Cola was the main pioneer: This company exposed and informed its customers a very powerful message: each client matters. They included names of ordinary people on their labels, and, therefore, clients could buy a Coke with their names on it (and, of course, they uploaded pictures of it on social networks.)
This strategy was a resounding success. It was even copied by Nutella. This made its image look more visually appealing to consumers and regained their trust. Today, it is known that 74% of online consumers expect brands to offer them personalized content. So, after Coca-Cola and Nutella implemented the customization of their brands, sales basically increased and they managed to reach new market niches.
3. Always think of your clients
Once you have created a wonderful product or service, the next step is thinking about the customer that will pay for it. Forget all the marketing books you have read for a moment, forget about positioning techniques. Just think about your customers. What do they need? If you can stand in their shoes, you’ll learn how to become necessary for them.
Branding strategies should be focused on what your customers want. If your company reaches a chord client, you will not need to implement complex techniques to get your business going. The issue is simpler than you may think: the mind and emotions of your customers is your battlefield. If you understand this principle, you won’t have to worry too much about selling anything: they will come to you for buying it.
Consistency is one of the main reasons why a branding strategy really works. Consistency is directly related to the fulfillment of customer expectations: when the audience knows what to expect from a brand because it has developed a series of principles and elements of design (among other things), we can say that the brand is consistent. It is important to offer the same color palette, the same paying options, the same type of packaging, and the same aesthetics. Thus, a consistent image is created; and so the recall is generated on clients.
It does not mean that a company can never implement upgrades or changes whatsoever. The important thing to remember is this: if you ever carry out these changes, the customers should keep recognizing your brand. They should keep meeting their expectations and consumption needs.
5. Build a good content strategy
In order to achieve this goal, you must go through some steps first. (A) Make an analysis of the current situation of your brand: the problems you have, the opportunities you have, the added value of your brand, your competitors, the opinion of your audience, your online reputation, etc. Once you know your brand well, you will know what you can do and what you can’t. (B) Set your goals: think of specific, measurable, achievable, realistic and time defined goals. © Define your audience: divide your potential customers into groups. For example, buyers, new customers and sympathizers. After tracing this division, analyze the interests of your audience, its preferences and the type of content they prefer.
In this extent, you can think of a marketing strategy and a way to promote the contents of your brand.
6. Keep it simple
Don’t try to cover everything, focus on a specific type of public, a clear position in an industry sector; define what experiences you offer, the aesthetics of your brand. The simpler you keep it, the clearer it will be to the minds of your customers. Remember that.