For small- and medium-sized businesses, developing a recognizable brand identity—your company’s logo, slogan, style guide (including font and colors palette), and corporate “voice”—is crucial to distinguishing your business from the slew of local competitors and promoting consumer trust. Branding is especially important in the digital marketplace, where endless options and short attention spans mean companies only have a few seconds to make a good impression on new customers or clients.
To help businesses get the most out of their branding efforts, the marketing experts at Alecan Internet Marketing have developed a four-part guide to supercharging your company brand and attracting new customers through recognizably, activity, persistence, and consistency.
Need more help developing a brand identity or creating a marketing plan for your company? Contact Alecan today.
#1: Be Recognizable!
“Better the devil you know than the devil that you don’t.” As the age-old saying illustrates, consumers are more likely to patronize an establishment they recognize over one they have never heard of, which is why companies like Nike, Starbucks, McDonalds, and Apple invest millions of dollars into making their logos, slogans, commercials, and brick-and-mortar establishments as ubiquitous as possible. This principle works on local levels, too: designing (or commissioning a marketing firm to design) a professional, recognizable logo is the first step toward becoming a household name within your target market.
#2: Be Active!
Social media sites like Facebook, Twitter, and Instagram have made it easy for companies to cultivate a brand identity online, (even without a million-dollar budget!), and consumers, for their part, now expect brands to be engaging, entertaining, and relatable. Use social media posts to draw attention to relevant topics, express opinions, or give clients a “behind-the-scenes” looks at your business’ day-to-day operations. Remember: consumers expect consistent engagement, so don’t forget to post as frequently as time and resources will allow.
#3: Be Persistent!
Creating original content like blog articles, videos, commercials, and social media posts is a great way to constantly remind clients, both potential and existing, that your company is reliable, active, trustworthy, and OPEN FOR BUSINESS! On the other hand, only developing one piece of content (or worse, none) every couple months sends the message that your company is inconsistent, careless, and incapable of following-through with a task. Be present; be persistent!
#4: Be Consistent!
Like persistence, consistency is necessary to cultivating a recognizable brand. This means that your logos, the colors and fonts you use, and the language you employ throughout your advertising and social media posts should be the same everywhere it appears, whether on your Facebook page, business card, or on the sign above your business’ door. In time, consumers will become familiar with your logo and content, and familiarity is the basis for trust.