Creating brand recognition in a positive and lasting way should rank high among all of your business' marketing efforts. Only by differentiating your company from your competitors in a visible and memorable way can you gain that elusive competitive advantage to create sustained growth.
A "brand" should encompass and represent to customers all that your company values most. It is your statement about your business to consumers that can reflect the real value of the products and services you provide and help you achieve market dominance within your "niche area."
How To Create & Maintain A Great Brand
The foundation of any brand is twofold: a great idea and a great product/service that brings it to life. Good branding embodies the idea that stands behind your company and points to the most distinctive positive features of your products/services.
Here are 5 key business branding strategies that can help you achieve a positive brand image with existing and potential customers:
1. Form A Fitting Logo
The best logos are relatively simple, yet immediately recognizable. They usually follow some common basic pattern but add in unique details, such as the distinctive wing-tip direction and posture of the "Twitter bird" that makes it seem to be rising in the air, or the negative space arrow between letters E and X in the FedEx logo.
It can be challenging to find just the right logo to encapsulate the vision and values your company holds dear. Get ideas from others, get feedback, and keep experimenting till you find something that "clicks." Then put that logo everywhere.
2. Formulate Brand Messaging
While your logo may be all or mostly an image, you also need text - brand messages, to accompany it. You need to carefully formulate "taglines," which are concise statements that tell consumers why they should choose your brand over the other options.
You will want to create larger, more in-depth content to pair with your taglines and logo on your website, blog, landing pages, and ads as well.
3. Advertise Through Your Employees
There are many good reason to utilize your ordinary employees for advertising purposes. First, you're already paying them, and by outfitting them with screen-printed or custom embroidered apparel with your full branding scheme on it - they in effect advertise as they work.
Also, employees can be prepared to (as naturally as possible) verbally promote the benefits of your products/services to customers and to enhance your brand's reputation through excellent customer service.
4. Focus On Promotional Items For Brand Marketing
There are few things customers like more than free giveaways. Being rewarded for being a loyal customer or a first time customer just "feels right" - and an attractive, useful (and branded!) promotional item can create and sustain brand awareness like few other things can.
Little things like refrigerator magnets, coffee mugs, pens, bag clips, screen-printed Ts, or branded, embroidered ties go a long way toward creating customer loyalty.
5. Be Consistent & Be True To Your Brand
It's not enough to do everything right when it comes to brand marketing - you have to consistently do everything right. And the message you send through branding has to "ring true" to customers when they actually encounter your company and its products and services.
Business branding is about more than clever marketing - it's about being what your branding strategies purport you to be. To learn more about effective branding, contact Sportsanity Custom today!