Amazon founder Jeff Bezos rightly said: “Your brand is what other people say about you when you’re not in the room”.
Table of Content:
- What is Brand Building?
- How to Convert a Business Into a Brand
- Get the Basics Right
- Earn the Trust of Your Customers
- Develop a Voice for Your Company
- Partner with Other Brands
- Build and Optimize Brand Signals
- Conclusion
Brand Building is important to your company because it is the visual identity of your business that not only names but also gives voice to your business and informs consumers about your business.
What is Brand Building?
Brand building is the process to generate more awareness about your business by using strategies and campaigns to create a unique image in the marketplace.
Key Statistic of Brand Building
- 82% of consumers feel more positive about a brand after reading customized content. (Demand Metric)
- 73% of consumers love a brand because of helpful customer service. (Curatti)
- 77% of marketers feel branding is a crucial factor in future growth. (Circle Research)
- 73% of small businesses invest in social media marketing as part of their branding efforts. (The Manifest)
How to Convert a Business Into a Brand
Google likes brands because they make a promise to their customers. Ideally, a brand offers exceptional customer service, excellent product quality, a website that is fast to load, and a few experiences of customer dissatisfaction. Our digital marketing agency specialized in delivering creative experiences and marketing strategies.
According to Moz:
Although branding is not a direct ranking factor, it is something that positively impacts SEO.
1. Get the Basics Rights:
Brand development starts with a strong foundation, so the first step is to get your brand rooted. As a strong digital marketer, you need to follow the checklist below to find out if your business is on the right track.
- What is the promise that the business is making to the customer?
The brand promise must be real and better than what your competitors are offering. The image below shows the steps to identify the brand promise.
- Is the logo unique and memorable?
The brand should have a colorful, powerful, and memorable logo. The color used in the logo should be different from your competitors.
- Is the website fast and responsive?
The brand should have a fast website. Website badges are often the first impression in the minds of site visitors and need to be fast. According to Neil Patel:
- 47% of consumers expect a web page to load in 2 seconds or less.
- 40% of people abandon a website that takes more than 3 seconds to load.
- A 1-second delay in page response can result in a 7% reduction in conversions.
2. Earn the Trust of Your Customers
There should be no brand/consumer relationship without trust. We live in a world where people do not trust business easily. Therefore, techniques like advertising in which the company is proud of its achievements do not work as before.
Cohn and Wolfe study found that consumers trust authentic brands. Here are the top 10 brands that are the most authentic:
As a digital marketer, you should create strategies that help to gain the trust of the consumer, such as:
- Do not mislead people with false advertisements. Always be authentic to the brand’s mission.
- Be consistently available for customers when they need you. A good approach is to adopt micro-moment marketing.
- Follow the three elements of consumer trust: promise, competence and integrity.
- Customer service is extremely crucial for the success of brands. Make sure that customer support is always available, via phone, email and live chat.
3. Develop a Voice for Your Company
A leader must recognize the tone of what he is saying, not just his actions. If you want to be a leader in your niche, you need to decide on the tone of your brand voice.
So, how do you make an authentic brand sound? Here are some concrete ways to do this:
- Describe the personality of the voice you want for your brand.
- Analyze the voices of your competitors to see what makes them stand out and find out how to make your accent different from theirs.
- Listen to your customers’ accents and try to imitate them in your brand voice. If your audience likes casual conversation and you are very formal, you may want to reconsider your tone.
- Your brand voice inspires people to take action.
Your brand voice can take the following forms:
- Text content
- Video content
- Podcasts
- Images
4. Partner with Other Brands
Co-branding is an integral part of strategic marketing. This is the easiest way to identify your brand with partner companies that can generate awareness and leads.
There are three types of co-branding partnerships that every digital marketer should build for their client’s brand:
- Influencers or Awareness Partners
- Lead Partners
- Functional Partnership
5. Build and Optimize Brand Signals
The most overlooked part of any marketing campaign is brand optimization. There is no doubt that Google prefers the ranking of brands in search results because they provide a better user experience.
Conclusion
Now that you have learned why brand building is important to grow your business and the strategies in this guide to enhance your brand identity, you should also think about measuring your brand.