Table of contents
How to strengthen your brand with a marketing strategy?
The benefits of strengthening your brand
The conscious consumer
7 ways to communicate value to strengthen your brand
1. Work from the inside out
2. Target your brand message
3. Use a consistent tone of voice
4. Maintain high design standards
5. Give meaning to your brand to strengthen it
6. Provide thought leadership and valuable information in your content.
7. Build loyalty
Strengthen your brand and evolve your marketing strategy
Transform your business with DIGIOFI
The physical value of your products may be easy to calculate, but to strengthen list of armenia whatsapp phone numbers your brand image you have to work on the perceptions that your consumers have, and these are the ones that really determine the value that your brand and your products have in the market.
Because of this, the ability to build value into your brand and communicate that value to your customers through marketing is essential to the long-term success of your business.
Products are made in factories, but brands are created in the mind
Walter Landor (Brand Development Pioneer)
The benefits of strengthening your brand
Brand equity is the perception that customers have of your products and services based on what they think of your brand. Apple is considered a world leader in brand equity.
It is difficult to assign a monetary value to a brand, but no matter how intangible the value may seem, a strong brand reaps considerable business benefits from:
Perception
Credibility
Reputation
Customer satisfaction
These benefits serve as tools for marketers in the effort to attract that conscious consumer who wants to purchase a high-value brand.
The conscious consumer
The conscious consumer is one who is willing to buy, but yearns for value. In the search for value, they consider factors such as:
Research. Sixty-seven percent of the buyer’s journey is completed digitally, which means the conscious consumer wants and has plenty of information on their side about which companies have what they’re looking for.
Social proof. Having a great product isn't enough. The thoughtful consumer looks to online reviews, recommendations from people like them, and social media profiles for comments about a product they like.
Identity and preference. Customers are aware of the relationship between their purchasing decisions and their identity. They seek to make a purchasing decision that fits their personal image.
All of these factors play a role in the purchasing decision and are more than just the product. At the heart of their search, customers are looking to form a bond with a brand they perceive as having high value.
7 ways to communicate value to strengthen your brand
If “brands are created in the mind ,” it is vital to understand how to market your business positively to impact the perception that potential customers and clients have of you.
1. Work from the inside out
“The world is full of boring stuff, brown cows, which is why so few people pay attention ,” writes Seth Godin. “Extraordinary marketing is the art of incorporating elements worth highlighting into your product or service.”
To be perceived as valuable, your brand must stand out from the herd, be a purple cow. A strong brand is about superlatives: the best customer service, the most innovative, the happiest employees.
If you want to build a strong brand, marketing can’t be limited to one department. Every area must demonstrate value to the customer. Customer experience and SEO are the foundation from which you build the rest of your marketing strategy to strengthen your brand.
2. Target your brand message
“You have to find a group that really cares about what you have to say ,” according to Seth Godin in his TED talk How to Get Your Ideas to Spread . Godin says that creating value means finding the crowd that finds your brand and products valuable in the first place, rather than just casting a wide net; this means:
Find the marketing channels where your ideal audience is located
Adapt your brand message to that marketing channel
At the 2014 World Cup, Nike and Adidas, which share a target audience, each created a campaign. While Adidas went for the “win or lose” sentiment, Nike appealed strictly to football fans with inside jokes that only enthusiasts who follow the sport would understand. Nike’s message was stronger, more valuable, because it was more specific to its audience.
3. Use a consistent tone of voice
“ Brand consistency” is so important that it’s become a defining phrase in the marketing world. The more often your organization’s personality is presented to potential customers, the more likely they are to remember it. Make sure your communication channels share the same language, tone, and sentiments, eliminating any confusion, allowing your audience to form easy associations with your content.
A defined tone of voice in your posts will provide the structure within which all future content can be created, aligning every blog, social media post and email to ensure you are speaking with one voice and brand personality.
4. Maintain high design standards
Design is visual communication. The way you use color, shapes, fonts, the way you arrange elements on a web page, an email campaign, or even a product package will determine whether your brand is perceived as valuable or not.
If you want your brand to look professional, look good and represent you, contact us, we are your Branding and Design Agency .
The way you present your brand across channels affects how your audience perceives and interprets it. A “strong visual brand system” can make a small business appear more powerful and demonstrate the strength of a large company. Poor design has the opposite effect.
Your brand design should accompany every channel, element or piece generated by your company, from the design of your website to the POP material you distribute person to person. Everything you do should show who you are. We call this Graphic Consistency .
Join the newsletter
Don't miss any tips!
Email address *
We don't spam! Read our privacy policy for more information.
5. Give meaning to your brand to strengthen it
Just as beauty is in the eye of the beholder, it all comes down to customer perceived value. To give meaning to your brand:
Make it a status symbol. The story is told of a king who, to prevent starvation, decreed that the potato was a royal crop and placed guards around the fields to make the previously rejected tuber desirable. The king changed the perception of the value of the crop, not the crop itself. It is warned that “anything worth protecting should be worth stealing .” You may not be able to decree a value for your produce or brand it as a “royal crop ,” but you can work to improve the perception of the product.
Make it symbolic. During a war, wealthy families in Prussia were encouraged to give their jewelry to support the war effort. The pieces were replaced with cast iron replicas. Although they had decidedly less intrinsic value, the pieces came to have great symbolic value to the people of Prussia because of the sacrifice they represented; to the point that they became desirable during that time period. A modern example would be TOMS shoes. Their business model, built on the symbolic and empathetic value of a purchase, allowed them to become an international brand with several product lines.
Connect with emotions. According to Nielsen’s vice president, “emotional preference” is important: while services may be similar, that emotional connection can create the perception that the connected brand exceeds customer expectations. It means presenting a product, regardless of its function, in an empathetic way.
6. Provide thought leadership and valuable information in your content.
Content is a great way to communicate your brand’s value and continually increase its strength. Content can demonstrate thought leadership to your audience, which helps build trust, as well as delight customers so they become loyal advocates and brand promoters.
Content that adds value to your brand should be quality for your audience, not quantity for your business. So how do you keep your content focused on adding value for the customer?
Identify your buyer persona. These semi-fictional profiles that represent your ideal buyers should include details about your customers’ interests, concerns, pain points, and other details to guide your content creation.
Ask for Testimonials. Again, to create brand equity, buyers must realize the value. Therefore, content cannot be correlated to your marketing goals. It must correspond to the content that leads and customers are looking for.
Use plain language. The language you use in the conference room is not appropriate for content if you hope to add value for the buyer. Your content writing should be targeted to the audience you are speaking to.
7. Build loyalty
Custom content is the start of a long-term relationship. By continually producing content that interests your prospects and potential customers, you can keep them coming back to your brand and build loyalty.
Social media content is a way to delight customers and move them back into the sales funnel for future purchases. Know what channels your customers are on and the type of content they want to see, then place consistent, personalized content on those channels.
Segment email campaigns based on the products your customers are interested in depending on where they are in the sales funnel. The more tailored and personalized the content, the more valuable the email will be to the customer.
Customers are your best allies when it comes to strengthening your brand. In a connected world where perception determines the value of your brand, having customers on your side generates the recommendations, reviews and social proof you need.
