When you have a growing business, constantly reinforcing your brand to keep customers engaged is essential. Your brand is more than just your logo; successful branding requires careful planning and a smart strategy. A memorable brand identity will help you stand out against competitors, boost profitability, and build customer loyalty. What is the key to setting yourself apart from other brands?
Consistency is Key
If you want your brand identity to be recognized and remembered by many, it must be consistent. Your brand image, values, and messaging should be clear and unambiguous. Use the company’s logo, color palette, and design elements consistently across business resources, products, and materials. According to “Five Ways to Reinforce Your Brand Identity,” consistent branding across your business boosts your professional image and makes your brand feel more dependable. While brand identity and messaging should always be consistent, this does not mean you cannot implement new innovative features to enhance your brand. The key is to implement these new features while maintaining a strong brand identity. This way, the new features can potentially attract new and old customers alike. According to “What is Brand Reinforcement” by Arpit Srivastava, in the long run, brands must keep moving forward with unique and compelling offerings while still reinforcing themselves. A brand that does not move forward starts losing recall, visibility, and market share until, ultimately, it fails.
Holiday greetings and newsletters
While this may sound like the most simplistic detail, customers and clients enjoy receiving holiday cards. When clients receive something personalized, it shows that you took the time to express your appreciation and creates a better customer experience overall. According to Kurt Effertz, a seasonal greeting card can generate emotion in a customer. Since emotions play a key role in decision making, this helps the customer stay connected and build brand loyalty.
Sending quarterly newsletters also serves as a great way to open communication between brands and clients. Newsletters can also help you stand out against the competition as a company that genuinely cares and appreciates its customers. In these newsletters, include all social media handles, relevant hashtags, and links to any other platforms that are part of your marketing strategy, allowing clients to connect and advertise your business on their social media platforms.
Communicate regularly through social media
Consumers are spending more and more time on social media, making social media the “go-to” source when looking for a product or service. Social media allows you to display your company’s message digitally while interacting with different types of customers around the world. Using and posting designs that reflect your brand’s image, personality, and style can help boost credibility and help you stand out from other companies.
Social media also allows you to directly communicate with consumers, which can help increase overall brand credibility and customer service. Implementing new marketing strategies or campaigns, posting regularly, and making yourself available by responding to customers’ needs and questions will boost your audience and overall engagement. According to Giana Reno in “Why Social Media Marketing Is Important for Business Marketing,” articles, videos, and images were the most successful at engaging customers. Reinforce your brand by implementing these media tools as part of your social media content strategy.
Since social media constantly changes, you must continuously update your company on social media trends, seek ways to optimize traffic, and engage with customers. Learn what social media channels your customers are on and the type of content they want to see, then base your creative and personalized content on that.
Incorporate Brand Values
If you want long-lasting relationships with your clients, you need to incorporate core brand values that represent the beliefs that your company stands for. Your company’s logo, products, design, website, and marketing campaigns may change over time, but your brand value must always stand out and remain the same. According to “Small Business Trends” by Gabrielle Pickard-Whitehead, 71% of consumers prefer buying from companies aligned with their values. As the years go by, companies have become more politically and socially conscious. Your brand must show support and respect for all political beliefs. Companies are constantly looking to connect with their consumers and sharing brand values can help build deeper relationships with customers and target audiences. Incorporating brand values and staying up to date with political and social beliefs will help your brand be reinforced and stand out from the competition.
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