Branding is one of the key tools to a successful business. I mean, if people don’t know what you brand is then how can they buy something, or even better, become a loyal customer? To some brand marketing may come naturally, but for others it is just something else they have to do…but there are ways to make it easy and not expensive to implement.
There are ways you can get creative and brand your business. It may require a little time, but in the long run, you will see the ROI and can actually save you money!
Find a Voice
Once you’ve identified your buyers are you can start to see your brand form. A brand identity is the things that make people aware of what your brand is, aka your voice. Figuring that out follows a process not unlike the one that’s used to determine your personas but instead of answering questions about your target audience, you’re answering questions that are more introspective to your brand. What are its values? What does it represent?
The needs, goals, and behavior of your potential customers dictate how you convey your product or service. Understanding those things helps you determine what kind of media your personas are consuming, what motivates them, and where they “live” online. Having that information helps develop a compelling, effective brand and it helps you reach the right people!
Use Social Media
Now we know who your personas are and we know what to say to them and how to say it. Yet, where are they located?
Since you might have a clear picture of the different pieces of your audience, it’s important to figure out where they’re spending the most time, especially on social media. It is effective to reach people where they are already present, which includes their online behavior, too. Once you do establish that presence, you need to maintain it. How many times have you gone to a brand’s Facebook Page only to find that nothing has been posted in the past three months? Chances are, it didn’t have a positive impact on your perception. That can be avoided by planning and scheduling social media posts like you would with any other marketing calendar. That’s a huge part of staying relevant to your audience. By sharing content that pertains to what they’re likely thinking about at a given time of year will be a key to your success.
Blogging is important as we have said in other articles. It is the “attract” stage that turns strangers into visitors to your website.
Blogging might be the most fundamental step of inbound marketing. It helps you reach qualified customers, by creating the informative content that matches the information they’re searching for. It’s so important to make it relevant to this audience, when you’re writing, make sure the content is optimized for those searches. After friends and family, blogs are the third most trusted source of information. That content will also serve as material to populate your social media networks, and we’ve already covered what a crucial part that plays in branding on a budget. One of the biggest struggles we hear about is the cost of spending time on it.
Whether you’re serving customers or clients, the goal is to create a delightful, sharable experience. And when the client or customer experience is a priority, it shouldn’t cost you much for them to talk about it. That revisits the importance of your identity and voice. As you go through these brand creating steps, think about the values that you want to be resonated in those things. Is amazing customer service one of them? Those values are what shape the brand, and that influences the voice you project to your audience.
Building a brand might seem like a huge undertaking, especially with limited resources. However, there are plenty of economical ways to not only get started, but to continue the momentum you start with these efforts. The thing is, you can really have fun with the process!