In early human civilization, a brand referred to the distinctive mark given to livestock by their owners. But it’s safe to say branding has changed throughout millennia.
A quality brand is now far more than a recognizable logo. It’s an experience. And if you know how to build a positive one, you’ll cultivate faster growth, more customer conversions, and deeply loyal fans.
Ready to build a quality brand online? It’s easier than you may think. Let’s look at some foundation-level branding practices to get your business started off on the right foot.
1. Find Your Niche
Competition is always present, even in new and emerging industries. That’s why it’s important to know how you’ll differentiate your company at the onset.
Finding the right niche doesn’t require a stroke of luck. It’s an extremely data-driven decision that starts with your target audience. When you know what appeals to your average customer, you can integrate these qualities into your online brand image.
A quality brand won’t please everyone — and it shouldn’t try to. If your company sold knives, you would use a different persona to market your products to home cooks versus professional chefs.
Espouse values that click with your target audience and they’ll come to you — not the other way around.
2. Get Social
Social media platforms have become mouthpieces for companies large and small. This is an opportunity to engage your fans with a genuine human presence.
And since it’s an informal medium, your company has more flexibility with the style and content of your brand messaging. You don’t have to look beyond the success of Wendy’s Twitter account to verify that.
Think of your social media pages as the crossroad of your company brand. Incorporate content like blog releases and new products into your social media posts, and don’t be afraid to reach out directly to your followers. Starting positive conversations is a great way to turn a prospective customer into a devoted one.
3. Write Original Content
A company blog isn’t optional. In fact, it’s one of the most effective ways to present a strong company voice and image. And since it’s virtually free to produce, there’s no excuse to be without one in this cut-throat online environment.
It’s easy (and wrong) to believe your market is uniquely boring, that there’s nothing to write about. The secret is to get creative.
Let’s say you own a company that sells grills to stay-at-home dads. Are you building a brand image if you stick to generic topics like cleaning or maintenance? No, not really.
Instead, why not offer dads family-friendly grilling recipes or ways to keep the kids entertained during a barbeque? Now you’re digging into unique content that matches your target audience. Best of all, there is plenty of room to add your unique company voice, whether it’s sarcastic, humorous or whatever else.
4. Employ Consistent Messaging
Remember that a brand is the sum of a customer’s experiences with your company. A business is made up of countless moving parts, from customer service to the checkout page. To ensure every customer walks away with the same impression, you’ll need to internalize your messaging across every facet of your brand.
The easiest way to get started is to ensure your web copy has a cohesive voice across every page on your website. And don’t forget about the imagery, either. As you launch your social media pages like Facebook and LinkedIn, take care to replicate the designs of your main domain.
The hard work will pay off. If you manage to maintain a cohesive brand image across all mediums, you can expect a 33% increase in company growth.
5. Don’t Skimp on SEO
Search engine optimization isn’t just about getting clicks. It’s also a brilliant way to kick-start your brand’s authority, too. After all, creating the right content is a lesson in futility if you don’t get it to the right people.
Link building and targeted keywords are essential additions to any brand-building campaign. You’ll rely on your company blog and guest posts to take your new website to the first position on the Google SERPs. It’s hard to ask for better visibility.
If you don’t know anything about SEO, it’s not a good idea to try and wing it. Instead, reach out to an SEO company to launch your new brand the right way.
6. Select a Memorable Name and Logo
Customers should recognize your business at a glance, whether it’s the name or logo. Otherwise, your branding efforts won’t bear fruit when a potential buyer can’t recall the name of your business.
Keep it simple. This goes for your web domain, too. If you can’t afford the one you want or it’s already taken, pick an option without special characters or hard-to-spell words.
As for your logo, seek out a professional. There isn’t a single design on the planet that will convert a customer at a glance. However, a quality logo is your first and sometimes only chance to showcase your professionalism and legitimacy.
7. Gauge the Results
Odds are, your first attempt at branding is going to miss the mark. This could be due to a disconnect between your messaging and target audience, an error in your research, or a lack of consistency.
Try a variety of different approaches with the help of A/B testing. Over time, you’ll be able to suss out what’s fitting the bill and what isn’t.
Build a Quality Brand Online
Confronted with a tiny budget, small business branding is no easy feat. Is a quality brand worth the cost?
Absolutely. While the results are never guaranteed, all successful brands share the same qualities. Incorporate these techniques into your own business and your new brand may just stand the test of time. Still looking for business advice? Search our website for more content like this.
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