For your business to succeed, you need to think of it as a brand with a specific identity. Branding isn't merely for iconic corporations—it's integral for every business regardless of size. An effective branding strategy can increase revenue by 23%, and many big brands are proof of the success of a good strategy. Look at a company like Nike, which has trademarked the phrase "Just Do It," with a distinctive logo that's instantly identifiable everywhere.
Branding is so much more than a logo. Instead, it's a matter of understanding and knowing how to connect with your audience, using the right messaging and creative to establish that connection, and maintaining consistency across multiple platforms to create a unique, cohesive, and memorable identity. In this blog, we'll demystify the branding process and discuss how to approach it from conception to execution.
Focus on Your Target Audience
For your branding efforts to succeed, you need to stay focused on your target audience. If you don't have a deep understanding of your audience, you won't know how to reach them with your branding. To develop a complete picture of your audience that you can use to inform your branding campaigns, consider certain elements such as:
- Viewing patterns, including where and when they watch ads or spend time online or watching TV
- Interests and what appeals to your audience
- Specific pain points that you can address
With a laser-targeted focus on a specific audience or multiple segments, you can develop branding that genuinely connects with them.
Establish Strong Brand Elements
As you build your brand identity, you need to use an effective combination of elements that resonate with audiences while giving them a memorable and cohesive picture of your business. The right mix of elements will help develop a complete and consistent picture of your business, and even individual components on their own may become instantly recognizable as yours.
Brand elements will include:
- A unique logo that helps you stand out and facilitates instant recognition
- Messaging that's aligned with your brand's mission and speaks to your audience
- A personality that accompanies your messaging and informs your content
- Appealing color schemes that people associate with your brand and complement your logo
Advertising is crucial when letting people know about your brand and what you have to offer them. Without good advertising, your brand won't be able to reach its full potential, even if you believe your products or services speak for themselves. With high-quality advertising, including TV commercials, digital ads, and other types of advertising, you can not only maximize visibility among your audiences, but you can also build trust and recognition among them. Consistent advertising and messaging will drastically improve your brand awareness.
If you want to target your advertising effectively, it's essential to understand your audience's behavior. Consider the fact that 76% of marketers neglect to use behavioral data for online advertising. Adding to that, over 1,700 banner ads appear in front of the average user every month, but half of those go ignored and forgotten. Gathering and using behavioral data to understand your audience can help you develop campaigns that help you break through the noise. That doesn't just apply to online ads, either, but rather it applies to all types of advertising.
Utilize Social Media
In 2020, there were 223 million social media users in the U.S., and that number is projected to increase dramatically every year. In short, if you're not marketing on social media, you're missing out on one of the most lucrative opportunities for your branding efforts.
If you want your brand to succeed, try to implement a campaign that consists of both organic and paid social media ads. You can push both image and video ads that target specific demographics. In addition to ads, you can post on your profiles with relevant content and messaging that supplements your other branding materials. You can further connect with audiences by engaging with them on Facebook, Instagram, and other platforms, adding a human face to your brand and further building trust.
One of the most vital components of a successful brand is consistency across all branding. Your creative elements, messaging, and other aspects need to be consistent across all advertising and platforms if you want to build recognition and memorability. The more consistent you are, the more solid your brand identity will become in consumers' minds. Your audience will perceive your brand as a singular cohesive entity that understands itself and its audience.
With these branding tips in mind, you can create a strong foundation for a brand that's geared for long-term success. If you want to make sure your branding efforts get the best possible results, consider working with a media partner to help shape your brand.