What is worse,
customers not trusting the brand or being utterly unaware of it? Companies thrive
on the success of a reliable, trusted brand that increases both the customer
base and revenue streams.
Owners of small
businesses find it increasingly difficult to build a brand image, especially if
they are competing against larger companies with million-dollar marketing
campaigns. This is why they need to differentiate their products with the help
of a robust brand-building campaign of their own.
Before you plan out a
brand-building campaign, it is imperative to understand a few essential things
about this process.
technique should be consistent with the communication and experience it
provides to the user. A brand needs to stay true to the image and the
fundamental values that the company believes in.
An inconsistent brand
does not follow the principles of the company and appears rebellious in nature.
The chances of such a strategy working are meagre, which is why brands should
always stay consistent with the values of the company.
Innovation is a
crucial factor of successful brand management. A brand falls flat, more often
than not, if the campaign around it is not creative enough.
Like other aspects of
a business, the campaign promoting a brand should be innovative. It should
capture the minds of the audience. Lack of innovation is an exercise that kills
a brand and leads to the failure of a business.
Another factor that
affects the process of brand building is awareness. Awareness is a critical
aspect that determines the success of a brand. You can also use awareness to
build a brand further and increase its significance.
Since many small
businesses don’t have the resources to compete with the brand-building
campaigns of big multinational companies, they can rely on innovation and
creativity. Here is how you can use awareness to build a brand using innovative
techniques that are not too costly.
The majority of
internet users don’t look past the first page. Therefore, you must have a team
of SEO experts that delivers the goods.
Regardless of how hard
you work for building a brand, it will fall flat if the brand is not visible to
potential clients. Implementing SEO strategies related to the niche that you
are targeting will help you increase brand awareness.
The research will set
you apart from your competitors as you have knowledge of the consumer
expectations and the relevant keywords. You can also use the help of a digital branding agency in London to align the brand according to the search
queries of the user.
Your Packaging Game
leaves a lasting impression on the user. Rather than seeing it as just another
shipment, the users consider the product as a gift from the manufacturer.
It is essential to
remember that the customer experience does not begin at the time of first use,
but rather at the stage of unboxing. How you brand the product and what stories
you convey create an emotional connection that might last longer than anything
packaging gives the customers a unique experience and helps them in
distinguishing a product from its substitutes. In the ultra-competitive
business environment that exists today, you are missing out on a golden
opportunity by not properly packaging the product.
Influencers to Display the Product
Using influencers to
review the product is a great way to increase brand awareness. Successful
influencers can relay your product to a broader audience to generate sales and
build the brand. Since fans and followers of the influencers trust them, they
will trust your brand too.
You can also get the
influencer to discuss the brand in the content and mention the product giving
honest reviews. This will lead to brand awareness as people will learn more
about your brand from a trusted source.
You can use different
types of influencers to build the image of your brand. Working with Instagram
photographers and celebrities, depending on the image you want to develop and
the campaign you want them to lead, is a good idea.
Partnerships with Other Brands
Partnering with similar brands is another
strategy that brands use to build a successful image for themselves. Not only
does the plan allow you to introduce your business to a new audience, but it
also strengthens the perception of your brand.
A strong partnership
means that you can benefit from the success of the other brand. Get a website designed in the name of the campaign. The two of you are leading and collaborate
on exclusive lines of partnership.
When looking for a
partnership, you should make sure that the move is essential for the expansion of
your business. Collaboration between pottery barn and a paint company is an
example of a good partnership.
You can take the help
of another brand to promote yours and fill in the loopholes of your brand-building
Brand awareness is all
about ensuring the customers are thinking about you when they imagine a
specific product category. However, you need to ensure the customers have a
positive impression about you and your brand.
You can add to the
awareness levels by being authentic and raising the bar of the customer service
that you offer. You can also consider engaging with the customers through
social media by inviting audiences to seminars and workshops and seeking help
from like-minded brands.
At the end of the day,
all your efforts should lead to building the brand while creating positive
awareness about it.
Richard Kearsey is a
digital designer at Emerald Colour – a leading exhibition stand designer in London that offers various services, like website
design, animation, SEO, etc. He loves creativity and enjoys experimenting with
various design techniques for both web and print. He also enjoys sharing his
thought on latest design trends and upcoming marketing ideas.