In a previous article in which some tips were given on how to create a positive brand image one of the tips was that you need to expose your brand. People must be able to find your brand before they can get to know it. As a small brand it might seem to be even harder to get noticed. Don’t let this put you off though. There are a lot of larger brands which are still lagging behind!
Build Your Brand Identity
Some brands are sticking out with head and shoulders above its competitors that it looks like they shouldn’t put any effort in getting recognized. McDonald’s, for example, has those two golden arches which form the letter ‘m’ on a red (or green) background. Not to mention their jingle that you automatically start singing along. Even if you never go to McDonald’s, you know exactly what I am talking about.
Create a Unity
A brand should ensure that it is recognizable in every possible way. There are several elements that contribute to the identity of your brand. If these elements look the same and communicate the same message, they will reinforce each other. By doing so, you create a strong and recognizable unity.
Starting brands in this case have the opportunity to experiment a little and to take a look at what works and what doesn’t. Because a starting brand does not have an identity yet, it has the advantage of developing it all at once. This makes it easier to become consistent in your communication from the start.
This does not mean that everything is lost for already existing brands. On the contrary, a brand which has been around for years has other major advantages, but sometimes a brand needs a new identity or even a complete new brand positioning. Communicating in a consistent way is important, however, you don’t have to do it the same way you did ten years ago. Brands need to adapt and evolve during time. If they don’t do that, things will get bad very fast.
If necessary, don’t be afraid to rebrand or do some changes. Brands change their logo or baseline constantly. Not because the previous one was bad, but because it did not cover the full package any longer. Think, for example, about your brand and what it stands for. Does all communication going from logo, baseline, tone of voice, packaging to advertisements… fit the brand’s vision? If not, it may be time to consider reviewing your brand.
- Make sure every single element of your brand reinforces one another.
- It is easier to be consistent when everything is developed at once.
- Nothing lasts forever. Dare to adapt.
People are driven by emotions and the choices we make are therefore often related to it. The reason why you choose for a certain brand, is because you feel connected with it. Brands achieve this by simply using emotions in their communication. Stop pushing your product continuously in the faces of potential clients and start communicating with emotions. It will increase your brand engagement drastically. Your clients will become loyal clients and potential clients will be more attracted to your brand. People are starting to love your brand and are even willing to share your brand’s message which creates even more awareness for your brand.
Building a Fan Base
If you want people to follow you on social media, you have to know what kind of audience you want to reach. Once you have figured that out, you can a im your communication on that specific group of people. Social media are the easiest and fastest way to connect with your audience. Make use of them and think about how you could reinforce the connection between your audience and the brand.
Note that it does not work to communicate only about your product. People don’t like it when you only talk about yourself. This results in people starting to ignore your brand so don’t focus on how to sell more but focus on how to give more value to your audience. You have no budget to give something to your audience? Great! Stop thinking in a material way, get creative and take a look at how you can serve your audience in the best way possible.
Spread the Word
You have a great piece of content which you want to post immediately? That is great, but you should do more than just putting it on the internet. Not all your followers will notice your message and people who don’t follow your brand might even never see it. You will have to promote your content to reach as many people as possible. Choose your channels carefully and post your content on different locations. Facebook is bigger than your own business page. Think about groups that might be interested in your stories and products. Go to events that are related to your brand and talk about it. Tell them what your brand is doing and how it could help other brands to benefit from it.
- People are emotional, use this in your communication.
- Define your target audience.
- Focus on how to give your fans the most.
- You don’t need big budgets to create impact.
- Spread your message through different channels.
If you want to grow your business, you should also increase your brand recognition. You may have the best product on the market, but no one will buy it if they don’t know you. One campaign or advertisement is not enough. You should take use of various channels to reach as many people as possible within your target group.
Once you achieved your goals, don’t settle down. Your fans expect you to get bigger, better and give them more. Keep giving them what they want and continue on spreading your message to maintain attention. Once you have entered the heads of your audience, it is crucial to stay there. If you don’t take actions that will make the audience remember your brand, you will be quickly overtaken by your competitors. So keep working for what you have and keep working for what you want.