Whether it’s consciously or subconsciously, people make very quick decisions about brands, companies and businesses based on factors like logos, websites or word of mouth. It’s therefore imperative that you create and maintain a strong brand to survive.
But how do you build a creative and approachable brand?
1) Think and Plan
Don’t jump straight into decisions, big or small. First, take a step back and really think about what you want to achieve. What kind of reputation do you want your business to have? What services do you provide? What kind of customers are you trying to attract? They may seem like basic questions but these are the foundations of your brand. Everything you do next till be built on these so take a moment to flesh out your goals and intentions.
Now that you know who you are and what audience you want to target, it’s time to research the bigger picture. Who are your competitors and what are they doing? How do you compare? What makes you different or better to them?
Unless you’re a completely new start-up, you will also have some kind of brand or reputation already out in the market. Do your research and find out what your current audience thinks of you. How are you perceived in the marketplace? Are you visible online? If so, what are people saying?
Knowing where you are now in relation to your customers and competitors will help you determine where you need to go next.
3) Colours Matter
Colour psychology is a truly fascinating field and if you understand it and use your knowledge well, it could also be a fantastic asset to your brand.
Colour psychology is the research of how colours influence our decision making and behaviours. Certain colours evoke certain emotions or reactions which are used by brands and marketing specialists to influence consumers.
For example, red creates a sense of urgency and is used a lot in the sales industry. It’s also used as a tool to trigger hunger which is why you’ll notice it in a lot of fast food brands. Blue is associated with wisdom, strength and trust whilst green is linked to health, wellness and nature.
Understanding colour psychology will help you create the right impression. From your logo to your overall web design or in-store decor, careful use of colour will help send the right message to your customers.
4) Consistency is Key
Once you’ve settled on your brand identity, keep it consistent. With so many brands, websites and companies to choose from these days, it can be hard to stay memorable. Make it easy for customers to remember you by keeping your branding consistent across every platform.
You need to focus on your branding materials and online presence properly. You logo colours, vehicles, office premises, stationary as in business cards, envelopes etc. should always be in sync. You can definitely take help from a creative and trusted agency for your business essentials printing solutions.
This also applies to your tone of voice. Whether you regularly post on Facebook, Instagram and Linked-In or have a blog on your website, you should stick to the same style and tone. This will vary depending on your business. A law firm specialising in copyright law will have a different tone of voice to a hip-hop dance studio for example.
5) Stay Focused
There is not one company on earth that appeals to everyone, so don’t try and spread yourself too thin. Focus on providing a relevant, appealing and quality service to your key demographic. If your main customer base is 20-35 year olds, focus on sharing and creating content that is relevant to them rather than trying to diversify and catering to retirees for example.
If your products or services appeal to a wide demographic, create separate campaigns to appeal to each of these. You can sell the same product to different demographics with a separate focused approach.
6) The Internet is Everything
Whether you want to admit it or not, if you don’t have an online presence, you do not exist. There are a myriad of ways to elevate your online presence, so much so that it can be overwhelming. Investing money in professional digital marketing experts will pay off ten-fold. Whether you hire someone in-house or outsource to an agency, having someone who knows exactly what they are doing will make all the difference.
From SEO Adelaide to capitalising on the power of Facebook, Instagram, SnapChat and Linked-In, your online marketing output is key to creating a successful brand.
7) Stay Mobile
In March 2018, Google announced the official roll-out of mobile-first indexing. Sites that display well on mobile devices are now ranked higher by Google. You could have the best desktop website on the planet and it wouldn’t make the slightest bit of difference if your mobile version isn’t up to scratch. It’s therefore more important than ever to target mobile audiences.
There are several ways of achieving this. The first is of course by optimising your website for mobile users. Another is by creating an App for your business. Apps can help you capitalise on customer loyalty whilst also providing you with invaluable data that can be used to improve your services and products and remain relevant and competitive in the market.
When designing your app, keep the tone, style and logos consistent with the rest of your branding.
8) Customers Come First
Doing all of the above to drive customers to your website or business will all be wasted if you don’t take care of your customers.
From the way your staff answer the phones and deal with customer complaints to how easy your website is to navigate, everything that you do should aim to provide customers with a relevant, convenient and high quality service.
If you look after your customers, they’ll remain loyal and spread the word. Don’t underestimate the power of reputation and word of mouth. A good reputation is one of the most powerful assets your brand could ever have.
Michael is the founder of Home Giraffe Digital Marketing. With over 12 years of experience in the SEO, AdWords & Marketing sector, he has built up a wealth of knowledge and skill in the industry over the years.