Coca-Cola, McDonald’s, Google – chances are, you’re familiar with these companies and the products they offer. It’s no accident – that’s branding at work. Companies spend big bucks to make the most of this marketing strategy. Why? To put it simply – because it works. When people are familiar with a brand, like many are with those mentioned, they are more likely to come back to that company for the products and services they need and more comfortable trying new products from that brand.
As effective as branding is, it’s safe to say many companies are currently under-utilizing this strategy. Small businesses, in particular, aren’t always making the most of what branding could do to improve their sales and visibility.
Why You Need to Have Branding in Your Marketing Strategy
Whether you’re a small business or giant corporation, branding is a crucial part of your marketing strategy for a number of reasons:
Branding shows your potential customers who you are and helps you connect with them on a deeper level. With options galore available in any given market, you need to build this connection to get ahead. It’s no longer enough to simply have the right product.
Branding sets you apart from your competitors. Your customers need to have a reason to choose your product instead of a similar one from another company.
Branding helps you build a community. In the age of social media, building a community of like-minded followers around your brand is the new “word-of-mouth” advertising.
Business Branding Strategies
The key to successful branding is consistency. Your brand needs to look the same on social media, in person, via email – anywhere your customer (or potential customer!) comes across your company, they should be able to recognize you. How can you accomplish this? Let’s take a look at some of the ways you can begin honing your business brand:
Personality. Yes, your company should have a “personality” of sorts that resonates with your target market. For example, Google has taken on the personality of “geeky, yet cool” which has allowed them to connect with the masses while still remaining technologically authoritative. Who is your ideal customer? Your brand should take on the personality of someone they would trust and be friends with. This personality should come across clearly in your copy, in your social media updates, in your email newsletter, and anywhere else you’re spreading your message.
Visual branding. Do your logo, website, and packaging line up with your brand’s personality? Are they consistent? The colors, typography, and graphics you choose aren’t trivial: they need to work together to portray your brand the right way!
Tell a story. Showing up to the marketplace with the right product is no longer enough to make your business succeed. You need to tell a story – one that makes people care enough to buy from you rather than someone else.
As you can see, branding can make or break your business in the current marketing atmosphere. Done right, effective branding can send your sales and customer base through the roof. Don’t delay! Get started on your business branding strategy today.
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