Marketing a business can seem like a simple process of creating content, paid campaigns, and engaging with audiences. How can a marketer build a strong brand image that connects with the target audience and triggers a buying decision? Potential customers turn into repeat customers when they begin to experience an emotional relationship with a brand. Let’s face it, the challenges of being a marketer are far more numerous than it seems. Building a trustworthy brand is no piece of cake. It takes a strategic approach to create a distinct brand identity that stands out amid the clutter.
Here are five powerful branding strategies to create an impactful brand image that drives long-term conversions and revenue:
1. Define core brand values
Every business exists for a purpose that goes beyond money and profit. A brand’s core value proposition is rooted in its larger goals.
A brand’s core values flow from its vision; they boil down to a few emotional words. Core values make a brand more human and easier to understand – it’s what sets it apart from its competitors.
A brand can be all about the outdoors, adventure and sport like Redbull or about inspiration, friendliness and excitement like Nestle.
Purpose- and values-driven businesses attract audiences and customers who are relevant to their goals, aspirations, and identity.
2. Be consistent
My neighbors know me as honest and friendly, but if I steal something or break the law, my reputation crumbles within hours. The same goes for brands.
Defining a brand’s core personality is just the tip of the iceberg, it’s essential that marketers support it with consistent messaging. A brand’s emotional values must be reflected in every communication:
- site web,
- brand logo ,
- email,
- blog posts ,
- videos ,
- images,
- social media
- and paid campaigns.
Marketers should create guidelines for each message to convey the tone and voice of the brand .
If you are unable to transfer your message on your own, you can also call on a communication agency which will accompany you and monitor your progress.
3. Take an audience-centric approach
The role of a marketer is to empathize with the audience and follow their feelings . Understanding the needs and preferences of potential and existing customers helps deliver the right messages through the right channels.
An audience persona helps marketers learn about audience challenges, beliefs, and goals. In the digital age, people prefer brands that understand their choices. Artificial intelligence technologies are helping marketers learn about audience likes and dislikes to personalize their marketing efforts.
For example, marketers can track website sessions to understand potential customers’ product and content preferences.
Another good strategy is to monitor brand mentions and analyze online conversations around your brand.
When you understand audiences and provide them with personalized experiences, they feel good about the relationship and become loyal customers and brand evangelists.
4. Establish trust
How can marketers strive to make their brand trustworthy?
has. View social proof
Potential customers want to know about your current customers and their experience with your products and services. Positive customer reviews and testimonials are living proof of the reliability of your offers.
Marketers need to highlight these customer experiences in their communication across marketing channels.
b. Enhancement of media coverage
Getting media coverage in authority publications and news sites is another way to build a positive brand image with target customers. You can reach out to journalists in your niche and provide them with expert commentary on current news and trends.
Another way to get exposure in niche publications is to submit and write guest posts.
vs. Co-branding
Collaborating with well-known brands is an innovative way to build brand trust and highlight positive associations.
Caution: It is essential, however, to partner with brands that have similar values in order to maintain the consistency of the message and the voice of the brand.
d. Content creation
Authentic and original content wins the game for any brand. It’s hard to ignore the importance of educating and entertaining audiences with branded content that comes with a distinct style.
Content creation builds trust and loyalty with potential customers. Smart marketers tell brand stories by showing behind the scenes of the business – they expose the real struggles and accomplishments of those running the business.
e. Manage customer experiences
The brand promise is based on the principle of meeting customer expectations . Happy customers come and go and spread the word, as do unhappy customers . Delighting customers with quality service and brand experience goes a long way to building trustworthy brand awareness and getting referrals.
The hardest part of building a rock-solid brand is gaining the trust of the target audience. This process can be backbreaking, but it is very profitable in terms of sales and revenue for the business.
5. Have the right channel strategy
At present, there are multiple online channels. Each marketing platform has its own characteristics and its own audience. Choosing the right platform is key to building brand presence with those who matter.
A B2B company has every interest in focusing on a social platform like LinkedIn, for example. On the other hand, Instagram works well for niches like travel, food, fashion, etc.
Choosing a set of channels that suits your brand is key to getting your voice heard.
Building a brand is a cumulative process. A focused channel strategy helps marketers accelerate brand growth and get better returns from promotional activities.
It’s your turn
Marketers can’t just automate a strategy and sit idly by. It is useless to expect wonders from mediocre efforts. Conversions happen when marketing campaigns are supported by consistent brand messages. Building a brand is a process of self-discovery for the leadership team. This process helps create a lasting brand-customer relationship necessary for recurring conversions and steady revenue growth.
