Branding with the Experts – Things You Cannot Ignore Anymore
Branding has become an essential part of business. You need to make an effort to turn your company into a brand. Here are some pointers to get started.
One thing you need to understand when you are running a business – your brand is the greatest asset which offers timeless appeal. Usually, when the matter of branding pops up, the entrepreneurs roll their eyes in sarcasm. Brand is nothing to them other than a logo. However, if you really want to make a difference in 2018, you cannot ignore the importance of branding any longer. In fact, you would have to pay attention to the brand building if you really want to engage your customers and convert them into leads.
What every entrepreneur must understand is while brand is the strongest aspect of a company which can pave the path to success, it can ruin the chance of success as well. Yes, your brand is the most fragile part of your company which needs your support all the time.
The marketers who have been working with the biggies, have assorted some vital tips to the beginners. They have created a list of pointers which you can use for your own branding. This is sure going to give you the direction to get started.
However, first thing’s first, why should you spend on branding? Why should you focus your vital time on branding when you can use it to increase sale? It is a valid question. So, let’s take a closer look.
Your brand is that asset which you cannot touch. It is not tangible. Yet, it has a timeless appeal which can earn you big revenue. One promotional blunder can ruin your brand. Damaged brand can ruin your company effort totally. This is why, branding is essential when you are running a company.
Brand is a sensitive element. You would have to invest time to build brand. However, the effort can be ruined with just a slight mistake. This is why the biggies in the market include brand maintaining in their marketing strategy. This is one of the risk management aspect which you need to take care of.
How Brands Get Damaged
There are ways to damage your brand. In fact, the beginners usually end up damaging their brands when they start promoting it. They usually do things wrong way that creates the problem.
So, what are these mistakes which can damage a brand?
Beating Your Own Drum
Every company wants to brag about their brands. However, when you do it – you appear to the world like a narcissist. If you go about claiming to be the best in the world, people are sure to roll their eyes and go other way. They are sure to turn to another brand.
So, don’t do this, don’t call yourself the best. Instead, you need to seek assistance from your customers. Ask them for reviews and testimonials. This will help you make the right reputation.
This is another mistake. Beginners usually overpromise when they are getting started. Once the promise is made, they find the pitfall of sticking to the promise. Here comes the under delivery problem.
Be rational when you are promising something. Don’t make people expect a big service from you which you cannot deliver. This is like promising the world that you will go live on every Saturday and then, you forget all about it.
Remember making someone else look bad will not make you look good. If anything, this will make you appear shallow before the eyes of the customers. Don’t do it. Focus on your capability rather than focusing on someone else’s weaknesses.
Create the Brand that Lives
Creating a brand is an art. In fact, creating anything is an art. But, branding requires artistic skill more than anything else. To use your brush on the blank canvas, you need to know your forte. You need to know what you are standing for. You need to know what is your unique selling point. This is going to be your brand.
So, when you are looking for your forte you can explore the other brands and see how they are using their USP. Food brands stand for health. Marketing brands stand for customer service. What do you stand for? What do you offer? Find these out before getting out there and promoting yourself.
Creating the Right Copy
Once you have found out your forte, you need to make sure that you tell it to the world. Here comes the need for great copy. The secret of writing a great copy is – making it simple. The objective here is to make people remember your brand. A complicated message will not linger in the minds of the potential customer.
Nike nailed in with Just Do It. You can find something as simple as well. However, finding the best copy is just the beginning. Now, you need to ensure that people knows your copy.
Social media platforms are going to be your weapon here. You can use the copy in your website. But, unless people know your website, the copy will not work for your branding.
Here is a checklist which will help you to use social media for your branding.
Find the Right Platform – In fact, you would need to find the right three platforms. One platform can be your strongest path. But, the other two should be there to offer support. Marketers commonly use Twitter, YouTube and Instagram for branding. You can do this too.
Engaging People – For this you need to stay active on the platforms you have created. Even if you don’t stay logged in to YouTube all the time, you would have to stay active on Twitter and Instagram all the time. You would need to share and reply. You would need to actively take part in the conversations as well.
Have Consistency – Branding fails when people stop sharing. This happens after a few days of active sharing. People usually lose interest. This is one of the mistakes. When you have started branding, you need to be consistent in your effort.
Lastly, it takes years for a company to become a brand. The effort should start from the day one though. You must make an effort to create your brand from the day you register your company.