Are there proven effective strategies to help build your brand? Yes, and if you are wondering about the purposes of brand building, the answers might surprise you. Your customers are under a deluge of data from across digital and conventional communication channels, and while some brands gain a foothold in that stream of information, others get lost in the torrent.
Why do you need to build your brand? If competitors are already using up your customers’ bandwidth, building a brand is even more urgent as you develop a niche service or product offering. Some of the most relevant purposes of the brand building include:
- Distinguishing your brand from its rivals
- Connecting with your customers on an emotional level through visual cues
- Clarifying why your company exists (its purpose) in the minds of consumers
- Providing an anchor for your business that’s consistently recognizable even as times change
It can be a challenge to build your brand, even with a top-notch product or amazing service. However, it is an essential part of any successful business venture, and the right support makes a huge difference.
Five Simple Ways To Build Your Brand
Solomon Turner is an experienced public relations firm well-versed in the multifaceted approach that a modern business needs to find an edge in their industry. Here are five of their best pieces of advice for building a brand, including strategies that increase brand visibility most effectively.
#1 Build Your Brand Fast by Creating a Compelling Image
What do people think of when they hear your company name? If nothing comes to mind, your brand image may need sharpening. A public relations and marketing strategy serves as a catalyst for greater visibility, but it needs a clear picture of what your brand is trying to achieve.
Is there a secret to how you can build your brand fast? A compelling and clear brand image distills the defining characteristics of your brand to its unforgettable essence. PR and marketing firms like ours spend millions on research in bringing brand images to life with experience and insight that turns data into actionable insights.
#2 Draw Your Customers in by Knowing What They Want
A sight, sound, smell, or experience can be the “hook” that draws your next customer in, but you do not want them to see it as ‘advertising’ or, worse, spam. If they value and trust your brand’s message, the advertising won’t seem like superfluous information and will cut through the clutter.
It sounds simple; find out what your customers want and give it to them. However, it is also worth considering whether your customers know what they want. Maybe what they long for is an innovation they haven’t seen yet.
Firms like Solomon Turner can help you explore customers’ likes and dislikes, going further into their pains, worries, frustrations, and guilty pleasures to help build your brand connection points. Knowing what your customers want allows you to meet their expectations.
#3 Keep Your Customers Coming Back by Giving a Little Extra
What do you do once you understand your audience’s expectations? Surpass them.
Offering something new and unexpected generates delight and anticipation that keeps people coming back to your store or website. Surprises leave a lasting impact, and content customers are a great way to build your brand in the public eye. If you want to keep on winning them over, you have to keep the surprises coming so that the audience never has a chance to feel bored.
Those moments where you offer something new will shake people out of their complacency and lead them to explore new facets of your brand image. Why not trial your latest products or information about an event that reinforces your brand image? It is a free benefit for the audience and a different way to build your brand.
#4 Connect with Customers by Targeting Your Message
Each consumer is unique, and marketing experts like Solomon Turner know that one-size-fits-all PR advice will lose most of your brand’s audience. The companies that excel find ways to target their messages to specific sectors, segments, or communities to:
- gain a foothold in a niche market
- specialize in particular types of marketing (such as B2B)
- utilize the “narrowcasting” capabilities of the latest media
- create timely and relevant messages that draw in your audience
Why do subscribers look for new content on YouTube’s thousands of channels as soon as it becomes available? They know what to expect from the brand, and the content fulfills their needs. People also go to great lengths to avoid meaningless advertisements, so only the right target audience will like what they see and remember you.
#5 Increase Brand Visibility Online through Social Media
Are you wondering how to increase brand visibility by harnessing the power of the internet? The key is targeting the right audience with the right message so that your brand can connect with its most promising communities. There are three ways to build your brand through social media:
Achieve Brand Visibility by Being Findable
Potential customers need to see you connect, and most internet users rely on search engines. Search Engine Optimization (SEO) enhances brand visibility by tailoring the content of your website to make it easier to find.
Grow Your Business by Being a Digital Citizen
A brand is more than a vehicle to sell products, and its online presence should be helpful, informative, and engaging. It should strive to meet customer needs in ways that do not directly lead to sales, like a home improvement store that posts DIY videos on its blog.
A company doesn’t have to charge to profit from its proffered advice. When potential customers are ready to start a project, who do you think they will turn to for supplies? Hopefully, the home improvement store that knows so much about helping them pursue their interests.
Build Your Brand by Joining Communities
A robust brand presence online needs great relationships with its target audience and those who find it appealing. You may even find online and offline communities dedicated to your brand. Nurture them, and they will carry your message to places that advertising can never reach.
If you would like to explore these strategies in more detail, why not contact Solomon Turner Multimedia PR? Our marketing and PR experts offer a personalized and confidential appraisal of your business and an enlightening discussion regarding your customer outreach strategy. Call us at 314-668-1950 today and ask us more about how to build your brand.