This is nothing less of a textbook strategy in building a brand effectively. Technology has brought consumer and company closer together, allowing more accurate data sharing. Brand building is a science, marketing expert Erin Liber explains. You either go good or go home; data consisting of pure guesswork will be disavowed.
Marketing companies can help build your brand using metrics. Lane Local Marketing in Sonoma uses Monster Metrics, an online web analytics system that combines two of the most powerful metrics in the industry: Google and Bing. Traffic alone doesn’t tell the whole story. Metrics must tell how often the content is shared and how people react.
With powerful metrics and a bit of business knowhow, your business can travel down the right path to fame.
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.