Brand is one of the most important parts of the business and your company. It is what differentiates you from others and how people perceive you, how they feel about your product, service or company. It helps you to be remembered by people, build trust, connect with you and subconsciously understand what your values are and why you do the product or service.
Brand is how people perceive your product, service, or company.Filip Zavoral
At the following lines, you’ll find the first part of the 10 helpful tips and parts of branding strategies that will help your brand to get better into awareness, gain loyal customers and increase profits and conversions.
1. Do not underestimate the power of the brand.
Whether we want it or not, each of us has a brand, whether it is the personal brand of each of us and how others perceive us, or just the brand representing your company. In both cases, it works the same way – if you act negatively to your surroundings, communicate rudely and behave inappropriately, people will stop trusting you, feel bad about you and generally don´t like you.
Conversely, if you will be positive and try to help people, communicate pleasantly and helpfully, then people will love you and will feel good about you and most importantly, you will gain their trust.
So whether you’re just a small business start-up, a small company selling homemade sandwiches at the corner, or a large multinational corporation, it’s always important not to underestimate the power of your brand. People are always happy to recommend you to others and that is the most powerful and effective marketing.
2. Consistent brand presentation.
Often we can see that although the company has a beautiful visual identity, they only use it on their website, flyers or ends up by using just the logo and leaves everything else on the subjective feeling of others.
People will subconsciously remember your brand, besides others, in connection with certain visual elements. Therefore, your brand presentation needs to be consistent across any application, medium, format and use – from the visual identity itself and colors associated with it, to messaging and style of communication with which you present and communicate with the public. This will assure that people will perceive you as a self-confident and coherent company and better remember and identify you or your product.
With consistent branding, on average, people can remember and identify you up to 80% better, and increase revenue by 23% per year. That’s very good at how little effort it costs, don’t you think?
3. Don't sell. Give value to people.
People are over-saturated with advertising and sales offers. They attack them every day and disrupt their free time, a time when they want to shut down and have a moment for themselves. Apart from individuals and end customers, the companies themselves are also constantly overwhelmed with B2B offers.
So if you want to attract new customers or introduce a new product, don’t sell anything, don’t offer anything directly. Instead, give people some value by giving them the opportunity to learn something new. It can be a simple article, video, or that you´ll be, in your marketing campaign, celebrating personalities with your product in some way, even indirectly, connected and reminding them of your product. Just be creative.
Yes, you think right – it’s a crazy paradox, but it’s the most effective way to attract new customers and provoke interest in your product or brand simply because of the simple human trait – curiosity. People do not feel that you are forcing them or selling anything to them. They decide to convert into your customers themselves because they build trust in you for just one reason, which is that you did not want to sell them anything, but rather provide them some value. These customers are subsequently the most loyal to your brand.
And as we know according to the Pareto principle, 20% of the most loyal customers to your brand generate 80% of all your profits.
4. Evoke emotions in people.
Try to evoke emotions in people, whether through your marketing campaign where you can evoke all kinds of emotions and motivate people or while they unboxing your product, visiting a store or using a service.
How to do it? Let them know you care about them. Provide them perfect product or service in which you truly believe and know that it is absolutely flawless. Make sure that people have a great experience whenever they come in contact with your brand. From the pre-launch, presentation, final customer interaction to possible technical support and complaints.
People remember your brand or product much better because they associate you with a certain emotion that they did feel when they interact with your brand. And emotions are what people love and why they are loyal to a particular brand. Thanks to emotions, they often have an impulsive desire to interact with the brand again – for example, by purchasing another product/service.
This part is also closely connected to the previous point, point 3.
5. Know yourself.
One of the most important things in brand strategy is to know yourself and be able to tell what you are doing and why you are doing it. It may seem like a basis and it sounds very simple. However, often because companies do not know themselves, they lose hundreds of thousands per year, do not have a comprehensive strategy, visual identity or marketing that underlines the entire brand vision. In such a case, the overall functioning, verbal and visual communication as well as proper addressing of the target group is very ineffective.
So it is essential to know the key attributes of your company, value, vision, goals, what and why you do it. This allows you to focus on building your entire brand strategy, marketing and overall brand identity, including visual identity, and how your brand looks like from outside, what says, and how your target audience perceives it.
If you know yourself, you can create an effective strategy and positioning that will be evident in all of your activities, why you do it, what your values are and how people should perceive you as an expert, partner or one-stop shop and more. In addition, this knowledge will help you to ensure that your company does not “lose direction” over time.