But how do you go about creating a strong brand and what are the keys to making it thrive online? Here are some of our top tips to get you started.
1) Think first
Before you can tell people about your brand, you need to figure out what exactly that brand is. Coming up with your brand isn’t just about picking a name, logo and colour. It’s about establishing who you are as a company. What your objective is, what your ethics are and what services you want to provide your customers.
Sit down with your business partners and your staff and brainstorm about your company. Once you’ve figured out what your priorities are as a company and what your identity is as a business, then you can start thinking about building a brand.
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2) Customer research
If you’re going to have any chance of success, your brand needs to resonate with your customers. And to achieve this, you need to research your customers. Think about things from their perspective. Find out what they want and what they need. Everything you should do with regards to your brand should have your customers in mind.
3) Play with colours
So now that you have a clear idea of who you are and what your customers want, you can start building your brand. The first step is to come up with a company logo and to build your website. When doing this, be sure to consider colour psychology.
Colour psychology is the research into how different colours cause different reactions and behaviours in humans. Marketing and advertising gurus have been using this research for years to influence the way consumers react to certain products.
For example, orange is synonymous with cheap so this is a great option for discount brands or those appealing to consumers on a budget or looking for a bargain.
Red meanwhile is great for creating a sense of urgency or triggering hunger and white is used to create a modern, sleek look.
There’s far more to colour psychology than this and it is truly a fascinating field. So when you’re building your website and creating a logo, do your research and incorporate colour psychology into the aesthetics of your brand.
Question: Are you building a Blog or a Brand?
4) Keep it consistent
Once you’ve decided on your visual branding as well as your identity as a company, make sure you keep it consistent across all your marketing.
From company letterheads and office stationery to business cards, Linkedin profiles and social media content, keep your branding including written tone and style consistent. This will make it easier for customers to identify and remember your brand. Branding is a large field with quite a few things to keep in mind, so if finding your ideal approach isn’t as easy as you may have thought, finding a proper digital branding agency should be your next step to make.
5) Stay on plan
When it comes to online marketing, don’t just wing it with the odd Facebook post. Whether you’re a party shop specializing in novelty balloons or a chain of caravan parks in NSW, plan all your marketing output ahead of time and create a schedule for a few months at a time. Make sure you stick to this plan.
You can also plan to try on some new features like the latest cloud-based recruitment technologies to ease up your work a bit and help you stick to your plan.
This will help you make sure that all of your marketing efforts have a purpose and resonate with your customers.
6) Look after your customers
All the positive marketing in the world will be utterly pointless if you don’t look after your customers. Despite living in the age of the internet, word of mouth remains one the best forms of marketing there is. Keep your customers happy, respond to their requests in a timely manner and keep your brand’s tone of voice in mind during all communications.
The key to building a strong and reliable brand is consistency. In order to achieve consistency, you need to first really think about who you are, what your objectives are and what your priorities are before starting the brand-building process.
Take your time to research your customers and evaluate your company culture before designing your website and logo. Once you’ve done your research, make sure you incorporate colour psychology into the design.
After that, build a plan for marketing and stick to it. For help creating a thorough and successful marketing schedule, consider outsourcing to a digital marketing agency. This doesn’t have to mean handing over your business to a room of strangers. Find an agency who is keen to collaborate with you to find the best possible marketing plan for your business.
And finally, remember to look after your customers! From interacting with them on social media to responding to their concerns and requests in a prompt and professional manner, your communications should follow the same tone and style as your overall branding.
Digital marketing is an ever-evolving and sometimes confusing field but it doesn’t have to be hard to build a strong and reliable online brand. Follow these key principles and the rest will fall into place.