5 ways to boost your brand
Branding – while it’s one of the most important aspects of any business, it can also be quite a difficult thing to get right.
You could be a new company developing your brand and you’re not sure where to start. Perhaps you’ve been around a while and you’re stuck in a bit of a rut – maybe your branding just doesn’t sum you up anymore. Whatever it is, we’ve got some tips below to help you boost your brand in 2016…
1. Know your brand!
Knowing your brand isn’t just for new businesses – your company may have been around a while, but over time your business’s offering may have changed and it may be time have a rethink about what exactly defines your brand. Ask yourself how your customers would describe your business – would they say you were responsive? reliable? perhaps they’d say innovative? Think about your key products and the services you offer – whatever it is that sums you up and the unique value you add. Don’t get tied down to specifics products, you’re trying to gain an understanding of what exactly your brand is to your customer.
With that in mind…
2. Know your competitors
Ask yourself a couple of questions about your competition…
– What are the key elements to their brand?
– What are the good points about their marketing that brings in customers?
– What do you think they could improve on?
Once you understand the competition, you’ll better be able to understand what makes you unique within your market. Think about what differentiates you, and how you can use this to engage with your customers.
3. Keep it consistent
Your brand isn’t just about using the same logo on everything you produce. Sure, this is important, but it’s all about how every element works together. You want your brand to be instantly recognisable, with everything from your social media graphics to your annual report having the same cohesive style.
We know this sounds a little tricky, but ensuring that your tone of voice and style remains consistent throughout your brand will give it a stronger presence and identity to your customers.
Even though you’re keeping your brand consistent, it’s important to be flexible with your marketing. Sounds confusing, doesn’t it? Well, while it’s consistency that sets the standard, it’s flexibility that ensures you remain relevant.
Flyers may have been the thing a couple of years ago, but if your marketing methods aren’t producing the results they used to it’s time to be a bit more flexible about the ways you engage with potential clients. It could be that targeted mailing is the way to go, or maybe your business would benefit from more of a digital approach – email newsletters or a google adword campaign for instance.
Consider if there’s something about a particular service you offer that you’ve never promoted before but clients seem to love – this could be the key to engaging with a whole new audience!
Always keep an eye on what’s working and what isn’t. Be aware of what your customers respond to and what they require, and make sure to adapt your marketing strategy to accommodate this. Keeping on top of this will keep you relevant.