Brand Building Strategy – 5 Steps to Getting it Right
As one of our senior designers once advised, your brand is much more than just your logo. Your brand is the sum total of everything your potential customer comes into contact with regarding your business: the logo, the tone of voice, the adverts, the language etc.
It goes without saying then that your brand is of the utmost importance to the success of your business. We understand that it can seem a bit daunting to be sitting at square one, trying to create a brand-building strategy, but we’ve put together a list of steps for you to follow to set you on the right path to making sure your brand is airtight and will get you the outcomes you want.
1- Brand Visibility: Make the most of Google
Google has a huge range of features that will help make your brand more visible to all the random people on the internet who are hopefully searching for something you have to offer. Your first step in your brand building strategy is to use everything, and we mean everything. Here are some of the really good ones:
- Google My Business Profile
Fill in everything and post a whole bunch of pictures. When people discover a new business, you can be sure they will Google it to make sure it’s legitimate, and nothing looks as dodgy as a business with no information listed in their Google business profile.
- Google My Business Reviews
Your reviews are probably the most important feature on this platform. They show any potential new customers that you are trusted, reliable, and worth the money. Gather up as many reviews as possible to make sure you people know just how great you are.
Make sure you have lots of photos of your business/products on here – again this build trust with your brand and people know you’re the real deal.
The best thing you can do to build your brand strategy is to be uploading content all the time, whether its third-party review site integration, testimonials and client reviews, video content, Wikipedia page ranking etc. It all helps to build up your brand, bit by bit – and it’s worth it, we promise.
2- Brand Awareness
Now it’s all well and good to have the above features in place, but what if no one has heard of you? Your next step is to start building your brand awareness campaigns which can be anything from launch events, social media takeovers, and competitions, to adverts, videos and brand collaborations.
For this, we recommend you take advantage of your network. Have friends who own businesses too? Team up with them to sponsor an event, or create a product. Don’t know anyone yet? Start going to all the networking events you can find, and simply talk about your business.
There are myriad ways to build your brand awareness, so don’t get bogged down in the minutia, but start small, and use analytics and a process of trial and error to build campaigns that will put your brand in the minds of potential new customers.
3 – Promote Brand
Your next step is to promote your brand with integrated SEO (search engine optimisation), social media marketing and paid search marketing. Harking back to step one, you should have a large repertoire (so to say) of content to draw from. This is where all your blogs, photos, videos and information all come in handy. You can use all this content that you already have built up to promote your brand.
4 – Get People Talking
We want to get to the stage where people know about your brand, yes, but we can do better. Ideally, we want to get to the stage where people are excited about your brand.
Now, this can be a tricky venture, but with the right help, the right campaigns, content and communications, you can sky-rocket your brand into the zeitgeist, so your brand is atop the mental list of potential customers thinking about what your industry has to offer.
5 – Always Remember Brand Story
Ultimately people are always interested in human stories, so don’t underestimate yours! Remind your customers of how you started out; highlight your best testimonials; try showing some ‘Day in the Life’-style staff stories. The point is, don’t forget the story of your brand, and use it to remind your customers of your vision and values.
Building your brand strategy is an exciting journey. If you could use some help with yours, maybe Adeo Group can set you up for success. We are a fully integrated digital agency, with an office in Glasgow, London, Lahore, Teesside and Dubai. We are SEO experts, content and PR queens, and to top it all off, we also offer PPC management services – what more could you want?!
Give us a call on 0141 218 4422 for a chat, or stop by our offices for a damn good cup of tea and a blether to discuss what we can do for you and your brand.