Branding Tips to Get the RIGHT Customers!
Some of the most prominent companies in any industry have one major thing in common.
Think of the Nike swoosh, the Golden Arches of McDonalds or Intel’s signature “bong” sound. They’re iconic! But what makes them really stand out is their ability to create strong brand associations in their customers’ minds.
These are all multinational corporations, so what if you’re a small to medium business? Is branding still important? The answer is a resounding YES! Branding is still extremely crucial to your business!
Before you get too excited about your potential logo colours and possible jingles, let’s start with the basics.
What is a Brand?
Essentially, a brand is how a business identifies itself and sets itself apart from competitors by using features such as as:
- Brand name
- and other features!
A brand is ideally easy for a customer to recognise and identify amongst similar brands.
Although these unique identifying features contribute to your brand identity, they are meaningless if not for a clear brand message at its core to connect the audience with your brand. Important branding tips – Creating a powerful brand message that resonates with your target audience allows your brand to shift towards their top of mind awareness and creates strong mental associations with your brand.
Importance of Your Brand Message
You just can’t please everyone! Especially as a small to medium business, it is important to find your niche and cater your business offerings to a specific target audience. This applies to your brand message as well.
When your brand message is too broad, it is more difficult to create a personal connection with your customers, decreasing the likelihood of engagement with your business.
You need to carefully craft a clear and concise message that resonates with your specific target audience. In doing so, you’ll be able to maximise your marketing dollars by investing in your actual customers instead of the general public. Strong brand associations can also bring your customer conversions to another level.
You can increase your brand awareness and recognition not just through your marketing efforts, but also through word of mouth referrals from your customers who already have strong connections with your brand. Humans are deeply emotional creatures who, whether we realise it or not, rely on emotions to drive our purchasing behaviour. People tend to “go with their gut” when it comes to making decisions. As a business, you can tap into your target audience’s subconscious by subliminally appealing to their “gut instincts” through your branding.
- Set Customer Expectations
When you establish your brand message, you’re able to set realistic expectations of your offerings to your audience. A comprehensive and coherent message is one that is transparent and lets customers know exactly what they are going to get when they engage with your business.
When you’re direct with your audience, you are also building trust and confidence within your customers. The perceived credibility of your business increases brand recall amongst your target audience and can increase brand awareness amongst potential new customers. Consistent branding plays a key role in setting customer expectations. Consistency cements the idea of your brand’s reliability.
These are all essential ingredients in building your brand loyalty. Setting customer expectations of your brand enables you to narrow down your target audience to people who are actually interested in your business offerings, whether you’re providing a service or selling a product.
- Stand Out from the Competition
Even if your product or service is extremely unique within the industry, you are bound to have competitors fighting for their share of the market. A customer can change their mind in a split second and your branding can be the trigger that pushes the customer to choose your product or service over a rival product or service. To make your branding stand out, it needs to be recognisable and distinguishable amongst similar brands.
On the shelf, all of the brands can look the exact same to the average consumer. Which is why your unique brand message has to be front and centre, allowing your business to be clear with your intent and offerings to the customer. This distinct point of difference sets your brand apart through more than just the aesthetic of your brand as it speaks to the subconscious of the consumers.
Now that you know these branding tips and the importance of your brand message, are you ready to start crafting a powerful brand message and brand identity for your business?
If you don’t know where to start, we’d be more than happy to have a chat with you about your brand’s direction and how to optimise your marketing efforts and investments!
Contact us at 1300 886 866 or email us at firstname.lastname@example.org today!