The concepts ‘brand’ or ‘branding’ are often used in marketing. As building your business’ brand is extremely important for giving the product (& indirect the organization) a voice, identity, and a reason for customers to interact.
Before improving or re-building your digital brand, you should always keep the end-user in the back of your mind. Ask yourself the question(s): Are we targeting the right audience? Should we reformulate the message to support our product/service? Let’s start!
Define the persona to understand your audience.
As mentioned above, a great way to start building or improving your brand image to understand your audience. Therefore, start building a buyer persona or in other words: your ideal customer. If you have more than one product and/or service, set-up multiple personas. The more details the persona has the more you will be able to target them using different angles.
Understanding the goals, motivation & living space of your personas helps you to target them using the right media channel and messages across.
Set up a voice & identity for your brand.
Once the buyer personas are identified your brand will start to take shape. The brand identity (what makes your brand, your brand) and the voice (the way you communicate across channels in every copy) are up next.
Here we will be focusing on bringing across the company’s values inside out, reflecting the brand’s image. Think of the questions; how would you like to be represented? And what would you like people to think of you?
Make sure to decide the brand identity and voice upfront and communicate consistently! Brands that get thrown at the public with the idea of ‘now, let’s see what happens’ often do not last long. This brings us to the next step: consistent social media presence.
Set-up a consistent social media flow.
At this point we know our brand’s persona and we have come up with our brand identity (& ideally, we have our brand bible ready by now). As part of our persona, we have mapped out where (on which media channel) our audience is active. Make sure to check what the competition is doing and where they are heavily communicating.
A/B testing might give you a good idea what sort of posts work best for your specific target audience. If you find to prioritize one platform make sure not to lose sight of the other ones, even if this just means keeping a decent professional standard. Post regularly while using a consistent house style. Preferably, you can search for social planning tools to help you spread tasks.
Create your company’s page blog.
Having a blog and sharing your use-cases, industry insights or new releases will become the core of your inbound marketing strategy in most cases. Blogging will consistently generate traffic which turns strangers to new visitors.
Blogging is in most cases a very inexpensive way of keeping your audience interested and generating traffic to the website. But do keep in mind: it takes time. Dedicated time. Not everyone is willing to invest his/her time in writing on a weekly basis.
IMP: make sure the writing blocks are SEO friendly and optimized for search engines.
Prioritize customer service.
Prioritizing customer service will particularly be important in an e-commerce environment. The first thing people will do is read the reviews or search for approval elsewhere. If your service is at high levels potential new customers will be more likely to buy as well. Think about the values that you want your audience to experience, like excellent service. Those values are what shape the brand’s culture, and that influence the voice you project to an audience.
Reach out for co-branding partnerships.
When starting or rebranding co-branding is typically not the first thing that comes up. You can take the steps to build it, but that takes time. Until then, one way to get your name in front of a broader audience is to partner with a brand that does have that reach. But do not just pick any brand for a partnership. Make sure it is one that is aligned with yours, so it makes sense in the minds of your audience. What is recommend in seeking a co-brand?
- Will your partner’s audience be interested in your brand? Is this audience difficult for you to reach without this partnership?
- Will your audience trust your co-brand? That is crucial to getting them to listen to you, so make sure your partner reaches the audience in a way that instils confidence.
Do not forget to make sure you have something to offer to your co-brand! It should always be a win-win situation for both parties.
Webinars: Invite industry key-minds.
Webinars are a great digital tool, here some of the main advantages:
- Raise awareness of your business, as well as your products and/your services;
- Reach your target audience with highly relevant and value-filled content;
- Generate more targeted and higher-quality leads for your business;
- Build more trust with your target audience by showcasing your value and knowledge.