Looking to raise profits and grow your business? Take a closer look at your branding. Many companies struggle to get the recognition they deserve simply because their brands aren’t memorable.
To overcome this particular hurdle with your company, consider some of these powerful ideas for boosting the appeal of your brand.
1. Focus on the Value Proposition
What is it that your business gives customers that they can’t get elsewhere? You probably know what that is, but do you tell your customers? If you can give your customers something unique and personal, it gives you an opportunity to develop a stronger bond with your customer, raising their awareness of your brand.
For example, if you’re a CBD brand, you’d focus on the quality of your products over other pretenders on the market. You could also focus on your pricing, the speed of your shipping, or the environmentally friendly nature of your business.
No matter what your value proposition is, use that as a key selling point to your customers so they identify that value with your name and logo.
2. Speak Your Customers’ Language
You’ve probably built up customer profiles already. Use that information to figure out how you should speak to your customers.
Start by speaking at the level where your customers are. Unless your customers are highly skilled professionals in your field, this probably means dumping the jargon and adopting colloquial language.
It also means dropping some of the promotional, surface language like “best in the business,” and talking to customers like you were talking to your friends. Look at every chance to speak to your customers as an opportunity to share the good news with friends, not as an opportunity to sell.
3. Make It Beautiful
A memorable brand is also aesthetically appealing. It starts with your brand’s logo and name, which should use a strong color scheme and typography that’s easy to read and reflects what you do. It continues with your website design, product packaging, and other visible aspects of your business.
It’s true that a memorable brand is not skin deep, so you’ll need more than just beauty to back up your business. But it certainly helps if your business looks good!
Take Coca Cola for example, the makers of one of the most iconic brands in history. They attracted people with great packaging and a visually appealing marketing campaign, and they landed a worldwide fan base with their great product.
4. Tell a Story
What’s the meaning behind your business? Why is it so important to you, and why do you think everyone needs what you’re offering? It can’t be just because you went to school for what you’re selling or because it’s a good financial investment. Customers don’t care about that. They care about the personal stories that fuel passions and build businesses.
The story behind your brand might stem directly for an experience. For example, a financial management company might have started after the owners were in in mountains of debt, leading to the patterns and habits that are the foundation of their business.
Or, it could stem from a secondary issue. For example, you might have chosen to make a product using only recycled plastic because you once helped to rescue marine animals from an oil spill.
It’s these true looks into your life that inspire your customers to follow you.
5. Make It About the Customers
If you’re struggling to make your brand resonate with your customers, perhaps it’s because you’re looking inside and not out. Many brands struggle with self-centeredness that takes the focus away from their customers.
Work on turning your brand around to include what the customers want. This might involve requesting feedback through surveys, an open-ended social media post, or even a live video. When you hear what your customers are saying and try to curate your brand according to their requests, you’ll definitely be remembered for your efforts to include your customers.
6. Refine Your Social Media Presence
A great brand must go beyond the realm of social media, but this is a key point of interaction between you and your customer base. Learn which platforms have your customers’ attention, and make accounts on those.
Facebook is usually a great place to establish your brand, and you have many opportunities to connect and refine your presence there. You can use Stories to share live happenings, detailed tips and advice, and even what’s going on in your life. People love to see what’s behind the scenes with their favorite brands!
Share content, ask for comments, respond to comments, showcase your customers on your page, and be responsive to messages. For many people, this connection on their beloved social pages is invaluable, and you’ll always be the first brand they think of when in need of what you offer.
7. Advertising Is Key
Advertisements don’t take on the same negative connotation that they did years ago. When a company knows how to tastefully develop an advertisement and make sure the right demographic sees it, it’s usually very well received.
In fact, many consumers say they like to see targeted ads on their social pages and websites. It helps them make purchasing decisions, whether they knew they needed the item or not.
If you can curate detailed advertisements that are succinct, not annoying, and correctly targeted to your audience, you’ll succeed in making a powerful impression on your target audience.
8. Avoid Key Mistakes
There are a few key mistakes that all brands should avoid if they want to truly appeal to their target audience. You can learn about a lot of mistakes from those who have gone before. Research their experiences and apply the opposite techniques to your business. Here are some mistakes that come to mind:
- Directly copying your competitors
- Broaching controversial topics
- Inconsistently posting to social media, your blog, or your website
- Overpromising
- Sending mixed messages to customers
- Being rude
- Ignoring offline or online mediums (depending on where your company is primarily based)
You’ll naturally make mistakes with your brand, even with thorough research into the mistakes of others. The key is learning from the mistakes the first time so you avoid making them in the future. It’s always good to own up when you make a mistake and showcase what you’re doing to fix it. It’s these integrity moves that keep your business at the forefront of customer minds.