Whether you are launching a new business, service or product, or rebranding an existing one, it’s important to know where to start. Utilizing the knowledge of Active Web Group’s seasoned professionals, we’ve developed this basic guide to assist in understanding successful branding requirements. Within this guide we’ll outline the best methods, resources and tools necessary to help your brand stand out and gain its fair market share. Solid branding initiatives will not only attract potential new business, but also guide prospects towards purchasing from your company.
In blog post after blog post we’ve mentioned the importance of building and implementing a strategy for your brand. Its success depends on the breadth of marketing and strategic planning knowledge, and the timing of its implementation. It is not a casual undertaking and is best suited to a team of highly experienced professionals with proven track records. This series is intended for business owners and decision-makers who may be considering how to best market their brand. We’ll cover all phases and invite your comments and questions. We’re here to help resolve any issues your brand may be facing. Our goal is always to help you achieve your online business objectives.
How our Blogs can Benefit Your Business
Regardless of your company’s size, age, culture, or industry, effective branding will indeed expand your brand’s reach, increase conversions, and of course, improve the firm’s bottom line.
After reading this series, you’ll have a firm understanding of:
- How to Create Your Brand’s Tone of Voice
- How to Choose the Right Colors for Your Brand and Logo
- How to Build the Right Messaging Strategy for Your Brand
- How to Find Your Brand’s Demographics
- How to Position Your Brand for Various Demographics
An effective brand is designed to resonate with its intended public, that is, the given demographic(s) your brand elects to target. Another oversight many business owners make is that while the elementary stages of brand-building might seem obvious, they are often overlooked, or not performed correctly. This deceptive simplicity often leads to some business owners to believe that they can create and implement an effective marketing strategy themselves. This error becomes more pronounced as the later, and more critical advanced campaign steps scuttle most homegrown branding initiatives. For example, in a professional targeted branding campaign, major significance is placed upon the details because these provide the subtle cues that consumers can associate with, find interesting, and therefore worth their attention and interest.
Why is it Important to Cater to Your Demographic?
Like the valedictorian or prom queen from one’s high school days, brands take on their own persona! Through hard work, dedication, campaigning and having an identifiable as well as a likeable personality, their respective fan bases grew; and their unique voices were heard. Branding is a similar concept, only instead of appealing to classmates and faculty; a brand’s personality should be tailored to appeal to a carefully selected target audience.
If a successful brand were a person, the intended customers would strive to take part in that brand’s daily activities, message and persona, eager to be best friends with that brand. Therefore, a brand’s message should speak to potential customers. Brands whose messaging t anticipates and delivers what their demographic wants or needs, will be heard, will elicit a response, and will ultimately, be successful.
Consumers don’t choose brands by chance; brands are designed to represent more than just a product. Strong branding is designed to meld with any culture. Depending on the intentions of the brand builders and the social effect of the brand itself, consumers begin to develop associations with certain brands. Consumers need to associate themselves with a product for it to earn their loyalty and their business. Here are some easily recognized brands that create an image that consumers align themselves with:
Nike is designed to appeal to athletes beyond just sports attire and equipment
McDonald’s is designed to appeal to hungry customers beyond just fast food
Mercedes-Benz is designed to appeal to drivers beyond just luxury cars
For each of these examples, there is a strong association between how consumers perceive themselves, and how, and the scale with which each brand caters to, and fulfills consumers’ expectations.
To summarize: A successful brand stirs and emotional response. This is at the core of brand loyalty and why consumers will repeatedly choose one brand over their competitors’ that offer near-identical services.
Active Web Group is a full-service digital marketing agency that uses the latest tools and strategies to connect brands with their intended audiences. Looking to increase your marketing presence and increase revenue? Get a FREE Digital Branding Analysis Now! Contact Active Web Group at (800)978-3417 today!
