Branding is one of the most important aspects of any business, large or small.
An effective brand strategy gives you a major edge in increasingly competitive markets.Your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from your competitors.Your brand strategy is how, what, where, when and to whom you plan on communicating and delivering on your brand messages. The foundation of your brand is your logo. Your website, packaging and promotional materials–all of which should integrate your logo–communicate your brand.
Businesses often express the desire (or desperation!) for more leads and more revenue. But marketing and sales is a continuum, and it starts with your brand awareness strategy.
- Business decision-makers are much more likely to buy from a familiar company.
- Prospects who are already aware of you are much more likely to buy quickly and with less price sensitivity than those who are unaware.
12 Branding and Awareness Strategies
Brand Position: the place your company occupies in a prospect’s or customer’s mind when he or she thinks about you.
Brand Promise: what you promise to deliver to your customers when doing business with you.
You want your brand position = brand promise
To achieve that objective, here are some ideas to build your brand awareness strategy:
- Craft a compelling and differentiated brand promise that is based on reality.
- Build your brand promise around a Big Idea.
- Build a brand promise that is specific and offer-based.
- Practice Pull Marketing techniques to generate low-cost and high-quality awareness.
- Use powerful and compelling words to drive your message home.
- Treat social media as a long-term and cumulative process instead of a quick fix.
- Use blogging as your first tool.
- Use LinkedIn as your second tool.
- Use Twitter as your third tool.
- Your PR efforts with the rest of your pull marketing strategy.
- Think outside the box by being personal, unique, fun and sticky.
- Use the art of “friendly persistence” to constantly expand your brand awareness.