Branding is what defines a business. It’s what sets it apart from other companies, and it’s what often dictates the flow of sales and the fate of the business. However, in this age where consumers’ patience is dwindling, and everyone expects products and services to be spoon-fed to them, a nice logo and a cool name won’t be enough to keep your brand afloat.
Companies are now taking several extra steps to improve their branding and make sure that it leaves a positive and lasting impression on consumers. It also helps if the company employs timely and efficient strategies to capture and keep the target audience’s attention. These strategies could include using technology-based and customer-driven approaches.
In this article, we’ll be listing out ten branding strategies that every company should be using. These strategies range from the fundamentals like logo design and target audience to more specific and timely ones like diversity, inclusivity, and social media branding.
Identifying Your Target Audience
In branding a business, it is essential to identify the target audience of the service or product you are providing. Ask yourself who your ideal customers are, who you can sell your product or services to, who’s more likely to keep on buying from you.
A key to this is first to analyze your product/service. Try to find out what demographic is likely to keep buying your products. This helps you determine where you should focus on and what products or services you should prioritize to maximize profits.
Developing your Brand’s Identity
Most good brands are easily recognized through their logos and sometimes even their brand colors and catchphrases. This goes for both long-lasting brands that have been active for decades and even modern brands that haven’t been around for that long.
Conducting a brand audit, a checkup that evaluates your brand’s position in the marketplace, its strengths and weaknesses, and how to strengthen it, is an excellent first move. This enables you to understand where your brand stands among your competitors, and it helps you gather insight into how to proceed.
Suppose you know your target audience, and you play your cards right. In that case, you can build a relationship with them, ensuring that your business stays afloat and most likely flourishes as you create a more reliable connection with them. Then, customers’ retaining of the little things like logos, brand colors, and catchphrases will follow. Thus, properly developing your brand’s identity.
Visual Content Branding
Visual Content is one of the most important factors to keep in mind when establishing great branding. People naturally lean towards visual images more than words or phrases.
According to research, brand marketing with well-branded and established visual content yields 67% more attention than those who do not maintain great visual content.
Although you shouldn’t be dependent on visual content, logos, brand colors, and themes should be prioritized when publishing materials like fliers, advertisements, and even social media content.
Consistency in Branding Identity
Branding should always be consistent. Changes in branding, especially
when it comes to the visual aspects like the logos and brand colors, should be kept at a minimum. Being consistent is parallel to being reliable and dependent in the eyes of the consumer. Consistency builds trust.
If a business is continually changing, it gives off an unpredictable vibe, making it much harder for people to trust you and your company. Keeping it consistent should be practiced by the team handling the brand. All your employees should value consistency in terms of service, quality, production, and branding.
This strategy might not be as sought out as other strategies in this list, but it is still essential. We have seen many major brands like Nike, Adidas, Coca-cola, Pepsi, Balenciaga, and even Chanel adapt to a more minimalistic logo while still retaining their logo concepts.
Long gone are the days of logos that are too detailed. Minimalistic logos have taken over. Although it isn’t bad to have a complicated logo, it’s harder to be consistent in branding as they often do not merge well with products compared to more minimalist ones.
Maintaining Positive Relationships
Relationships with your employees and customers are significant and should always be on your list when evaluating your business.
If you have well-built relationships with your existing customers, it’s more affordable to maintain them. It’s crucial always to retain a positive with your customers.
You can do this by keeping customers satisfied. Exceed their expectations. Provide more than they expect. Employ individuals who are great at dealing with customers and ensuring that they maintain the quality of service. Make them feel special, and they’ll never leave you. They might even bring their friends and family the next time around.
Corporate Social Responsibility
Purpose-driven brands are more appealing to customers. 87% of customers tend to purchase products and avail the services of brands that share their cause.
Brands teaming up with organizations that support causes like environmental advocacies, equality campaigns, and mental health awareness tend to get more customers than those who aren’t involved in campaigns.
Equality and inclusivity are valued by a lot of consumers nowadays. Long gone are the days of products only exclusive to a specific demographic. Diversity, body positivity, and inclusivity have taken the market by storm,
As seen in today’s market, consumers value equality and inclusivity. They tend to buy products or avail services from brands that give importance to these values.
Branding through Employees
Employees are your most excellent and most versatile tools in maintaining great business and branding. Keeping their employees just as satisfied and happy as their customers are something that all brands should aspire for, but not all brands can achieve that.
Employees who are well-compensated, well-treated, and active in different work activities are less likely to leave their company. Aside from the product or the service itself, employees are the next significant factor in maintaining positive relationships with customers.
Customers tend to be more comfortable with employees they already know, and it’s also more convenient.
Social Media Branding
Nowadays, everyone is on social media. No matter what kind of product or service you are offering, you should have the basics of social media branding and marketing down.
Maintain social media accounts on Facebook, Instagram, and Twitter. Through these accounts, you can communicate with people who might be interested in your product or services.