Brand marketing will help your products and services go places. However, no amount of brand marketing will help a defective product.
Business author Geoffrey James believes many entrepreneurs get brand marketing wrong due to the way they define a “brand.” According to conventional wisdom, he writes, a brand is the physical manifestation of a product or service. It has a product logo, a catchy tag line, and—in some occasions—a catchier theme song.
James wants businesses to start thinking how they really feel about a new product or service. If you’re less confident about a product or service, what are the chances that the consumers will be? Apple, James writes, is a good example. They introduced a number of game changers in the gadget industry; people loved most of them because they love innovation.
If you want to start adopting this mindset in building your brand, Keller’s Brand Equity Model is a good place to start. This four-stage pyramid model outlines what a business must do to get the brand to click with the audience. The methods are mainly basic: research the target market, see if it’s what the public needs, assess customer feedback, and establish a solid connection.
Your brand image is everything, so make sure that people always see you in a positive light (yes, there is such a thing as bad publicity). Fortunately, this isn’t as difficult as it sounds. Here are a few things you should start doing to develop a good reputation:
Participate in Local Fundraisers
When local fundraisers are involved, most business owners jump at the chance to sponsor the event and have their logos added to advertisements. Although there is nothing wrong with this practice, you should take it one step further and actually participate in the fundraising efforts: advertise the event on your website, take pictures, etc.
Organize Online Giveaways
If you have a social media account, have you considered running an online giveaway? It can be as simple as having the 100th liker of a post receive a 30 percent discount. People love freebies, and it makes your business look generous. For a better effect, have certain giveaways become seasonal promotions to keep people coming back for more.
Resolve Negative Reviews
When hit with a negative review or comment, don’t ignore it! Reach out to the dissatisfied client and try to resolve the issue. This would show people that you truly care about customer satisfaction.
Never forget that actions speak louder than words. By following these simple actions, you can easily project a clean and caring brand image that many would be happy to do business with.
There’s no arguing that the World Cup is one of the biggest events on Earth. Few other sporting events command the kind of attention the World Cup gets from the marketing world. Why? It’s because the event represents something that goes beyond athletic competition. It’s the intangible ‘countries coming together’ that makes it riveting for the audience, and exceedingly desirable to the marketing world.
Unity is one of the themes that you will notice in many World Cup advertisements. Of course, this is obvious for a global event, but beyond that, the same theme can work for a lot of marketing campaigns. See if a little unity is applicable to boost your brand.
Advertisements during the World Cup are designed to stir emotions. Whether it’s to promote love of country or to exploit people’s desire to be like their heroes, there’s no denying that by tugging at someone’s heartstrings, you make your brand more memorable.
Get Active on Social Media
It’s the era of social media, and businesses left and right are designing entire marketing strategies around their platform of choice because of the level of engagement it offers. You may have noticed a lot of popular brands continually posting on social media during the World Cup to drive engagement, and you can do the same. Remember: a well-timed, well-planned social media post has the potential to reach millions, and you don’t even have to pay a single cent in advertisement fees.
Building your brand may seem daunting, but if you carefully assess what needs to be done and look at the most crucial things, it can propel your business to new heights. Here are some things you should do to bolster your brand in the eyes of your customers:
Define your brand
Think about your brand as a personality that represents your business. You’re establishing a relationship with your customers so deliberate on what kind of values and beliefs your brand represent. Make it relatable and accessible, so people can connect to it.
Distinguish your brand
Every business should have a unique value that only they offer so they can stand out from the competition. More than logos and taglines, specialize in a field that places you at the top of your customer’s mind. Avoid imitating other brands and mold your own distinct character.
Expose your brand
Emphasize your brand’s values over various online platforms. Utilize digital channels like blogs, forums, and social networks to form a presence that engages your customers. What you say and share in these channels help shape your brand personality and heighten customers’ recall on your business.
Personalize your brand
Brands aren’t constant: they continuously change as different situations unfold and challenges develop. These circumstances give you a chance to transform your brand into something more significant for your customers. When shifting directions, the golden rule is to always make your brand relevant and valuable to your customers.