04 Nov Build Better SEO With Brand Signals
Branding is the projection of your brand’s core values and goals. Brand marketing is about taking your customers on a journey with you and building a brand that resonates your purpose. Your brand is not only who you are today, but also who you want to be to your customers down the road. To reach out to your target audience, your branding needs an effective brand marketing plan. A well-planned and executed brand strategy can make or break your business. At iBridge, we have trained marketing professionals who have successfully handled our various clients brand marketing projects. Our purpose is to create long-term relationships with your customers so that you can ultimately build a brand that they trust. Let’s quickly go through top five strategies we suggest you need to adopt in 2019 & beyond
Define your brand positioning:
Every brand makes a promise, but having a defining purpose separates one brand from another. Your brand purpose should define how your firm is different from others and why should your target audience choose you? A positioning statement is typically three to five sentences that captures the essence of your brand. It must be real, relatable and aspirational. You can define your business purpose in two ways. One way is, your purpose of the business is to make money. The other focuses on ability to make money and do good in the world. The later is usually the go to way top define a business. For example: IKEA. IKEA’s vision isn’t just to sell furniture, but to “create a better everyday life.” This approach demonstrates their commitment to providing value beyond the point of sale. To differentiate your brand, you have to create a unique advantage to set you apart from the competition. Once you come up with a unique value proposition, you should use the next branding strategy to position your brand in a way that will help target audiences see and appreciate the greater value of your brand over competing ones in the market.
Brand identity & messaging strategy:
Building your brand identity goes parallel to having constancy in your promises, deliverables and marketing messages. Everything you do as a brand should speak in same intent. Your core brand positioning must be the same for all audiences, although each audience will be interested in different aspects of it. Whenever you post something on social media it’s always good to ask yourself, What does it mean for your brand? Does it align with your message? In an effort to give your brand a platform, you need to be sure that all of your messages are cohesive. Ultimately, consistency contributes to brand recognition, which fuels customer loyalty. The messages you send out on any platform will emphasize the most relevant points. Each audience will also have specific concerns that must be addressed, and each will need different types of evidence to support your messages. Your messaging strategy should address all of these needs. This is an important step in making your brand relevant to your target audiences.
Test your communication channels:
Be it your website, your social media pages or the content your post, everything must be tested and then decide what is working for your brand. How you use colours, shapes and font or organise elements on a website page, email campaign or even a product package will dictate whether or not your brand is perceived as valuable. A good brand design can make a small company seem more powerful. If you want someone to remember your brand, then you should start with an amazing clean design for your website, soft colours and beautiful user experience. Your website will be home to your valuable content. That content will become the focus of your search engine optimization (SEO) efforts so that your prospects, potential employees, and referral sources will find you and learn about your firm. Visuals when combined with different promotion techniques, help your business to get noticed. Schedule a regular yearly review of all your digital communication channels and test them as if you were a new customer. Note any design glitches, default text snippets that don’t reflect your brand goals. Update all of these so that they’re consistent with your brand. Your digital channel interface must seem like there is a real human being behind those web pages and emails.
Whether you’re thinking about a new type of branding strategy, or you’re building a brand from scratch, integrating a brand advocacy strategy into your branding strategies could help you to create a powerful image. According to the Edelman Trust Barometer of 2016, employees are three times more trustworthy than CEOs. Your marketing messages reach more people when shared by employees. Apart from reachability, if multiple people are saying the same good things about a company, that becomes more believable. Employee advocacy reinforces the company culture and values. Employee engagement can affect your brand perception, and how much your customers trust your company. While brands are beginning to recognize how important their teams can be to their branding strategies, you might not know how to tap into the true potential of your employees when it comes to social media branding. Host training sessions and workshops where you can educate them on how to use your brand voice successfully on different social media channels and blogs. For instance, Starbucks employee advocacy strategy is that they call their staff “partners” and deliver comprehensive social media guidelines for them to follow when they’re creating content.
With changing times comes changing strategies. Your brand is not constant and you will see such growth in its lifetime, constantly evolving. Depending on your brand strategies, your brand will either grow in strength or recede with time. New events and circumstances bring challenges and opportunities to enhance the value of your brand or re-establish it. As your brand name grows, so do the responsibilities and expectations. The best way of ensuring brand growth is reviewing your activities and evaluating your successes through metrics such as levels of brand awareness and levels of engagements. Regular reviews will help you seize and exploit new opportunities while upholding your commitment to remain true to your vision and brand strategy. It will also help you steer your brand in the right direction and keep it relevant as you move into the future. When someone googles the name of your company, they should see authority, reliability, and loyalty. You have control over the results, but it takes lots of effort to take them where you want them to be. When you use the right keywords in high-quality content that represents your business, the target audience will see your brand at the top of Google’s search results. Blogging is an effective way to show expertise. But even the relevancy of the content you post and the keywords you choose will vary due to changing trends in the market. You want you potential customers to get to your brand when they are looking for appropriate solutions and fit their needs in changing times. For that purpose, you need to show them how your business is a solution and how flexible you can be.
It is very important to set out branding strategies that work for you and how you’re going to implement them. You should adopt brand strategies that will add value to your consumers and help them develop the right impression of your company and what it truly stands for. Professionals at iBridge always suggest you start by asking yourself what is your personality as a company. This simple question allows you to take advantage of advertising, social media channels, marketing, and public relations to establish the essential characteristics of your brand. There are many digital branding strategies out there and one can lose sight of what your business truly needs. For that reason, you can always rely on iBridge. While you remember our expert tips, let us help you stand out from the crowd.