20 Nov 2022| ONPASSIVE
To Do Steps: When Your Branding is No Longer a Lucky Charm
Most business owners often don’t give enough attention to branding. It is because two out of five entrepreneurs believe that the brand identity of a company has nothing more than that business’s name and logo. However, a successful brand is much more than that.
Dwindling sales and evolving markets necessitate organizations to go through different branding identities. As such, some brands are reinventing their brand to adapt to the current market or expand to new ones. For instance, consider the business Johnson & Johnson. The company is in the market for over 120 years.
If they had kept their branding strategies the same, it would have been difficult for them to reach their target customers. The firm updated and changed their approach continues to establish trust and credibility with their prospects and consumers. If your branding does not fit the business, consider revamping them. Here is a quick guide to help your business getting started with branding.
Brand identity or branding is hard to define as it not only encompasses visible elements of a brand, such as design, logo, and brand color. To build a solid brand strategy, you’ll need to define:
We understand that many of these things are unpredictable and need to be changed over time. Then, how do you measure how successful your branding is? The simple answer is brand sentiment. The current marketplace demands businesses to communicate their story consistently. Your branding must define how you want the world to see your business.
Take time to analyze how your competitors are doing branding. Don’t entirely follow their strategies, but notice what they are doing right. The key areas to focus on are brand identity, product or service offering, website user experience, content publishing, social media, and advertising.
Consider doing a SWOT (‘Strengths, Weaknesses, Opportunities, and Threats) analysis by evaluating these areas. Taking inspiration is one thing, but outright plagiarism is another story. Possibly a competitor is utilizing imagery in a certain way that can inspire what you do with your business.
Though you fall in existing or a new brand list of the current market, you must do market research to check what is happening in your industry, to renew your branding activities. Try to gather as much data about trends to fine-tune offering, target audience, and messaging. If you are a firm dealing with products or services that appeal to traditional and unconventional people, you need to look more conventional than trendy.
Today, coming up with a unique business name is becoming harder as more businesses are launching every day. Consider trademarking your brand to protect your symbol, name, word, logo, or design.
By official trademarking, you can legally protect your business assets from others. However, a trademark is different from a patent. So, it’s best to consult legal counsel if you need more protection of your products or intellectual property.
Maintaining consistency in a brand voice is the key to every successful marketing strategy.
Use a consistent brand voice that best fits your business personality. Before buying any product, customers take into account the kind of value your business provides to them. Hence, if you keep your voice consistent, you can foster the connection between your business and your consumers.
Once you have everything for branding ready, ensure to promote your business proudly. Create a user-friendly website that helps customers understand what your business does for them. Remember to include a call-to-action that leads people in the correct direction. Also, include content marketing, social media, email marketing, and paid advertising in your digital brand strategy.
If your brand strategy does not resonate with the tips mentioned above, this is the perfect time to revamp them based on the market demands. The change can be as simple as redesigning the logo to a modern logo or modifying fonts. The only thing you’ve to take care of is that your strategy must focus entirely on your audience. It’s entirely about how your consumers see your company, not about how you see it.
Even the small changes in your strategy can have an immense impact on every aspect of your business moving forward. It certainly takes time. But, spend time on them and improve it over time by keeping your mind open to your audiences’ wishes and requirements.
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