We hope you had a relaxing summer and that you were able to recharge your batteries. But now it’s time to get back to business so that you can finish 2015 with a bang.
To that end, here are five best practices for building your brand.
1. Create better customer experiences. Your brand is about so much more than what your logo and website look like. Your brand involves experiences, as in how do you make your customer feel every step of the way? Think about the experience you want your customers to have and make sure everything you do and every interaction you have helps create this experience.
What to do: Take a hard look at the different areas of your business—customer service, social, sales, customer loyalty strategies, and so forth—and see what needs improvement. Pay attention to customer feedback. They won’t be shy in telling you what’s working and what’s not, but it’s up to you to take action. One of the best ways to get to truly know your customers and their buying journey is by creating solid buyer personas.
By the way, as you go through this process, you might start wondering if a rebrand is in order. Think long and hard before going down this road.
2. Make sure your messaging is consistent. If you’re touting one string of messages on your website and another on your social channels, then this creates dissonance. Be consistent with your messaging across all channels.
What to do: Conduct an audit of all materials/places where your core messages appear and see if the messages are consistent. Better yet, ask someone else to look at your channels (e.g. website, social, online ads). Use a service like UserTesting.com if you need help. For each channel, ask the person what the main message is. Based on the feedback you receive, identify any inconsistencies and correct them.
3. Make sure your content marketing supports your brand. All the content you produce should reinforce your brand, and not just in terms of messaging, but also the look and feel.
What to do: If you haven’t been using one already, get in the habit of developing a master content calendar. A calendar provides a clear snapshot of all your content so that you can easily spot holes or issues (for example, perhaps you spend too much time on one message while neglecting another). Conduct an audit of all layouts and make sure the physical presentations align with your brand from a visual perspective as well.
4. Develop brand ambassadors. You can’t do it alone. The way to build your brand and get the word out is by tasking people with the job of promoting your brand—both employees and customers.
5. Do something different. If you want your brand to truly stand out, then you need to do something that will make it stand out. And, yes, we’re talking about something bigger than simply stating on your website the ways you’re different from your competitors. Here are a couple more ideas:
- Start a free podcast series
- Get a company mascot and use the mascot throughout all of your marketing
What strategies do you use to build your brand?
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