Maybe you’re a start-up or an established company that has recently gone through a rebranding exercise, or maybe you’re a company in need of rebranding. Whatever the circumstances, your brand could benefit from a review and an update that is consistent with development in digital and media technology. In this article we look at what you need to develop an effective branding strategy from the bottom up including your style guide and core values. Take a look at some of the steps you need to improve your brand’s performance
Perform a Value Check
If you’ve invested heavily in creating an excellent brand logo and consistent identity across platforms, that’s great, but there’s more to it than just image. You need to broadcast the right message, too, and ensure your customers and potential clients understand what motivates you and where you’re coming from. Performing a values check means assessing your business’s core motivations and ensuring those come across in your marketing efforts.
Understand Your Businesses Core Self
Just as a person is made up of values, codes, attitudes, and ideas, so is your company or brand. Whether you know it or not, this information will come across in your marketing efforts and make an impression on your customers. Pay attention to your business’s personality; what are the business’s core values, beliefs, and attitudes, and do they align with what you intend. If you haven’t done so already, develop a mission statement that contains your business’s overall character.
Create High-Profile Events
After you’ve developed a business character and brand identity, you need to grow your reputation. There’s no point in having an excellent brand that nobody knows about or recognizes. One great way to do this is by creating brand-focused events. These can be events online, such as webinars, or more organizing gatherings. Your events can include industry experts and involve your niche community, such as funeral home supplies; doing so will offer fantastic exposure for your business, increasing its visibility and influence.
Use Great Photos
Brand marketing has changed significantly in recent years as a result of social media. Gone are the faceless corporations with staff that sit behind famous brand logos. Nowadays, customers want to interact with the brand or business and see the faces of the people who run it. During your branding photoshoot, make sure you have the faves and characters of the people behind the business in full view. Try to normalize them as much as possible and bridge the gap between company and customer.
Become The Media
It is no longer necessary to rely on media to promote your brand across channels; with social media and digital technology, so much more is possible. For a fraction of the investment, you can utilize social channels, blogs, video channels, and podcasts in the way you want to build and expand your brand’s reach. Wherever you are in the world, you can create media that resonates across platforms and engage with customers instantly. Operating your brand, like a social enterprise, is one way to boost customer engagement.
