At a time when consumers have more options than ever before, the need for strong branding is more than essential. While your business may have a striking logo, a true branding strategy goes beyond visual elements. It involves careful planning that positions your business as a leader in your niche.
While branding has always been a key to unlocking growth and sales, here are some reasons why this step in your marketing plan is more important now than ever before.
Customers Are Loyal To Brands They Trust
Trust and branding go hand-in-hand. In fact, Salsify reports that 46% of U.S. consumers would pay more for brand names that they trust. First-time customers may be drawn in by a professionally designed logo or a well-thought-out name, but a true branding strategy goes much deeper. According to Entrepreneur, your branding needs to show “why you should be trusted,” and you’ll need more than a surface-level strategy to make that happen.
Think of branding as a way to showcase your business as an expert in your market. One great way to do this is through putting your expertise in writing. Add a content marketing strategy to your plans that includes creating content that builds trust, as well as strategies to get that content in front of past and future customers. If you provide consumers with the right content, eventually they will begin to see your brand as an authority in your niche.
Branding Affects Advertising and Vice Versa
According to marketing strategist Pam Moore, “it takes 5-7 brand impressions before someone will remember your brand.” Whether it’s through traditional or online channels, one of the most effective ways to get your brand in front of new consumers is through advertising. The more people see your brand, the more they will begin to recognize it when they shop. It may be simple, but it’s true.
Look to channels like Google and Facebook as prime destinations for your advertising dollars. While a billboard or a print advertisement can do wonders for brand awareness, online ads offer a gateway to your entire online presence. Craft your online ad strategy to make a strong impression more than just once. If the quality of your website and content marketing meet the strength of your advertising, consumers may begin to trust you without ever setting foot in your store.
There’s More Competition Than Ever Before
Competition is fierce in many markets today, and Entrepreneur points out that competition isn’t just local anymore. Today your business is competing with online stores and businesses just like yours from around the world. Why should consumers choose your brand over the others? Consider this essential question and convey your answer through branding.
Remember that brand recognition is only going to happen if your brand has a strong identity. Present your brand as one worth trusting, and then showcase that trustworthiness through your marketing channels, whether it’s customer service, content marketing, or online advertising. If your business could use stronger branding and a marketing strategy to support it, we’d love to hear from you.
