Your brand is the single most important investment you can make in your business. —Steve Forbes
From Google to Apple to Amazon, technology branding is everywhere you look. Your company’s brand is its identity. It’s how you establish your purpose along with the products or services you sell. Branding is your personality.
Consumer buying behavior is driven by how your brand connects with the public. In a recent Gartner study, 65% of marketers said that brand is a critical driver of buying behavior with existing customers and 58% said the same with prospects. 37% percent of CMOs cited brand strategy as crucial to a successful marketing strategy.
Build Your Brand
Branding is your business’ promise to the public. But consumers are inundated with so many brands every day, it’s easy to get drowned out. You run the risk of being pushed aside in favor of your competitors if you neglect a solid brand-building strategy.
Things to consider when building your brand include what your values are and how you want to communicate them. Ask yourself what you want to achieve. Who are you, and what is your position is in the industry?
Here are six simple steps to explore when building your brand:
1. Define Your Brand
You might know the Oscar Wilde quote, “Be yourself; everyone else is taken.” Great advice! With your business brand, you can create your own narrative, just like you would with your personal brand. Here is a good place to differentiate. While your personal brand is a combination of your core beliefs, unique strengths and your character, your business brand is your business name, what makes you different, your objective and your reputation. Both can work in tandem to improve and strengthen the other.
2. Build Awareness
Awareness through consistent brand presentation across all platforms increases revenue by 23%, according to Forbes. Before your reputation is earned, you have to let people know you exist and that you’re worth knowing. And your brand needs to stand out from the crowd.
Brand identity is how you want to be perceived, and you control the message. Take into consideration the following: 1) What are some differentiators to your product and services, 2) what is your unique story, and 3) how will others perceive you?
3. Get Active on Social Media
Almost 75% of small businesses invest in social media marketing as part of their brand strategy, according to the business news website, The Manifest. Caution: 90% of consumers prefer an authentic and honest brand personality on social networks, according to HubSpot.
With more than half of the world’s population active on social media, according to Hootsuite, it’s a smart move to leverage social media to boost your brand. Stay ahead of your competitors with these best practices.
- Stay away from religion and politics
- Provide value
- Be genuine
- Be friendly
- Stop and think — if you’re not sure, don’t post it.
Here are some general guidelines to follow for the various social media channels:
Facebook – Join and create FB groups, and optimize for SEO with your posts and profile content. Post and reshare watercooler content, using hashtags, and check out your friends’ connections to see if they’re viable connections for you and your business.
YouTube – Create a page and SEO while creating the title and description of your content, post and share thought leadership and product information, and share this content on other platforms.
LinkedIn – It’s the Google of business — use it. Use filters to prospect and connect. Use hashtags and tags, follow and engage with prospects and clients to form digital relationships, and do not sell. The point is to build relationships.
4. Share Engaging Content
Through blogs, social media, emails and newsletters, use content that tells a story. Content should create awareness, interest, desire, action — and loyalty. 82% percent of customers feel more positive about a brand after reading customized content, according to Demand Metric.
5. Mind Your Colors
Be selective of the colors you choose in your logo and on your website. Do you want to convey optimism with warm colors? Do you want to seem peaceful with green tones? Maybe you want to be perceived as creative with purple hues? Color improves brand recognition by up to 80%, meaning customers are 80% more likely to identify you if you use the same colors consistently on your branding material, according to Forbes.
6. Stay Consistent
When you think about brands, the Apple logo or Starbucks’ indelible double-tailed mermaid logo may come to mind. One thing you might notice is that these companies never change their logos or colors. They’re consistent, which helps people trust the brand. 59% of shoppers prefer to buy new products from brands they trust, according to Invesp. Branding with attractive logos, colors and other visual elements helps your business get recognized.
To remain trusted — and top of mind — you need to get in front of people and stay there. It takes five to seven impressions before someone remembers your brand, according to smallbizgenius. And that’s if you’re consistent. If you’re changing your colors or tone of your content or your logo, you might as well start from scratch. Fewer than 10% of B2B companies say their branding is very consistent, according to “A Demand Metric Benchmark Report,” giving you an edge to remain consistent and top of mind.
How Marketopia Can Help
Maintaining a cohesive branding strategy helps build customer loyalty, fuels connections with consumers and lays the groundwork for future marketing by establishing an audience and your brand positioning. Establishing your brand is a triumph for your company.
The steps above are designed to help you build your brand and create awareness. We hope these tips help you get more leads.
The team at Marketopia is ready to manage all your marketing needs. Whether it’s lead generation, sales support and boosting your technology brand, our mission is to deliver lead generation for your business to help you thrive. Contact us today for your free Growth Assessment to get started!