The term ‘branding’ instantly conjures thoughts of multinationals or global businesses. However It’s not just about the bigger boys & girls. Branding is as important for the local builder as it is for the likes of Apple, Google & Amazon.
With the continued rise of digital technology within the UK market there is a vast amount of scope to be in the eyes of your current and future customers regardless of the size of the organisation. Getting a better of understanding branding will help to further define your customer acquisition strategy. And if nothing else, you’ll get insight into opportunities to try things out.
Are you looking to grow your audience? Of course you are so read on.
What is branding?
Branding is the overall look, tone of voice and ethos of the company/person/product. Every single communication (whether advertising or an email response for example) builds up emotional & rational reactions in customers and potentially future customers. It is your entities (company/person/product’s) communication with audiences as it’s all about impressions.
Yes the logo is the biggest asset, it’s the face of the brand, but even this needs to take lead from a process of definition – ‘what is my company or product all about?’ & ‘why will customers buy from us?’. Whether your audience is the whole of the UK or simply a 30 mile radius from where you live, brand understanding will define your targets, brand communication & development will get them.
Heard of ‘remarketing’? We’ll give you a relevant example: If, for example you do a google shopping search for garden sheds and click on a couple of the ads of branded online shops you recognise. Now if you didn’t clear your browsing history you would watch how those sheds followed you around across other websites. Sound familiar?
Remarketing is an advertising process that targets those who have visited your website but may not have made a purchase. Yes as with traditional media, marketers are aware that the more a brand is seen the more it is recognised, the more it is recognised the more chance of an interaction.
To find out more about remarketing advertising click this link for a third party, well written article and instruction.
Naturally, remarketing is not the only strategy to keep your audience seeing the brand. That is why every marketing blogging website you visit promotes a variety of marketing, from traditional advertising to social media. Of course it’s all about scale but take lead from those who have been doing it for many years. The Apple icon & the Nike ‘swoosh’ are instantly recognisable but only because of the volume of communication it has taken to make this happen. These brands want to be everywhere relevant that you, their potential customer are.
Just a professional looking quality logo gives the audience more trust in a company. However combine this with all your messaging linking back to the company ethos and values breeds a huge amount of credibility within your audience. No PHD needed to understand the importance of trust and credibility.
However, what you should do when you are fortunately in this position may not be something you are already doing. Try engaging with your brand champions, create brand ambassadors – find out which of your regular loyal audience has the biggest social following and give them free stuff. Word of mouth (or ‘social proof’) is massive, your customers swim amongst your future customers, get your current customers to spread your brand across their network.
Believe it, there is a REAL financial value to this non tangible thing that is a brand. This is given huge consideration from investors or during company acquisitions. It makes sense, having a solid brand acts a guarantee to repeat business. Why wouldn’t that have a value to it. Worth considering, no?
Changing UK Digital Landscape
Who can remember the Atari ST? Or the Commodore? Yeah, we’ve come a long way but the seemingly short timeline of advancements in digital technology between then and now have been tremendous no? Now, who remembers the iphone 1 – Released in 2007, we feel old, but the difference of what is on offer from Apple now again reiterates the where we are. A combination of (relatively – in comparison) new powers specifically in the digital media world have changed the world of marketing. There are a huge amount of options available to marketers big and small. Look at Facebook alone, it is the best profiling platform bar none, giving brands the ability to directly communicate with their specific audience. Again, it’s no surprise as they do have over 1.86 billion users.
To find out more about the using facebook to target your audience read a good article from the guys at Wordstream here.
There you have it. Branding is massively important in the UK landscape. Getting your messages out there across as many different platforms as possible shows where we are. Are you accessing all available avenues?
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