It takes a lot for brands to build a solid position in their markets. However, it is important to remember that no brand is safe from oblivion. What do customers forget about brands?
As it happens, the answer is a lot more simple than it appears. Ultimately, a brand can’t afford to slow down branding activities. Any brand can become dormant if they accidentally are stuck in a unique set of circumstances. Indeed, the majority of customers wouldn’t care if their usual brands were to disappear suddenly because they could easily replace them.
Branding activities ensure a brand remains relevant to its target customers but also the market trends. Unfortunately, without dedicated branding strategies to recover a dormant brand, businesses are faced with no other options than to shut down. This has been the case for famous brands of our childhood, such as Blockbuster, Borders, and US-based DHL (the brand still exists abroad). So what can you do to make sure your brand stays engaging, relevant, and active? Here are some of the most popular branding activities.
The first and most important part of building a unique brand is to create a name and visual that can be easily recognizable. Customers are not willing to spend time memorizing their favorite brands. If they bought from your business in the past and were satisfied, they may be tempted to make a new purchase. However, customers may unknowingly purchase from a competitor if your brand’s name and look are similar to other brands.
There are a variety of reasons why a customer may end up with a brand that has a similar look and feel to yours but isn’t yours.
Perhaps their name is easier to remember.
Perhaps the logo is more straightforward.
Perhaps the spelling is simpler.
More often than not, excellent branding must focus on simplicity. Simple names and designs are more memorable. Ideally, you may want to research your market before deciding on a name and logo design.
Build a social media strategy
Social media platforms play a unique role when it comes to marketing strategies. Many businesses use their social media presence to build lead generation strategies. Essentially, creating a strong bond with your audience group on social media can help drive sales.
However, there is more to social media than meets the eye. Social media activities can increase your business visibility, ensuring your brand remains present and active online. It isn’t uncommon for brands to react to specific hashtags that are relevant to their business even though they are unbranded. For instance, it would make sense for a makeup retailer to target hashtags related to #makeup, #skincare, #partylook, #facialfeatures, #eyes, etc. Similarly, brands can share their content paired with relevant hashtags to attract new users.
Social media strategies can also include paid advertising to target unique demographics with your content, hence increasing brand visibility.
Increase organic brand reach
Search engine optimization is typically described as a way to improve organic ranking in search engines. However, working with an SEO agency can also improve your brand awareness and reputation. Indeed, brand awareness means a brand is recognized and remembered by the audience. Recognition implies a lot more than being able to differentiate a logo from another. It involves an understanding of the brand value, its products, its unique personality, and its niche market.
In other words, brand awareness depends on the ability to communicate effectively with the audience. So, where does SEO make a difference? SEO ensures a brand can improve its ranking and visibility in the SERPs. Through search engine optimization, brands can demonstrate their ability to reach out to the right audience and share their offering. Additionally, SEO also helps increase visibility by targeting relevant trends in the market. For instance, a makeup business could produce content about the latest makeup trends and styles, hence appearing for relevant searches and positioning itself.
Sponsoring activities in the local community
Local communities can play a considerable role in establishing a brand. Indeed, the local community can be the first audience group for small businesses. Unlike big brands, a small business can use its involvement in the local area to build brand awareness and establish its values.
Thankfully, there are plenty of smart strategies to support your local community. Some of the preferred approaches involve direct monetary sponsoring, such as sponsoring the outfit or the equipment for the local school’s sports team or amateur sports clubs. Ideally, you want the brand’s name to appear during each game, which is why the outfit or a supportive banner can be a great idea.
Service businesses can also provide free training opportunities at the chamber of commerce or the local employment center. Simple training courses, such as helping people understand basic business practices or use essential tools could be a game-changer. An accounting business, for example, can provide basic Excel courses for adults.
Find advocates and brand ambassadors
Over 9 in 10 customers look for social recommendations before buying. That’s precisely why online reviews can make a big difference. But the most effective support a brand can find online is through brand advocates. Indeed, brand advocates can not only recommend the brand, but they also contribute to brand awareness, recognition, and reputation. So, where does a business find the best brand advocates? The answer is simple: Among its satisfied customers, its employees, partners, and social media influencers.
Brand advocates can grow brand visibility by sharing your message with their local groups. Some of the most credible brand advocates are not directly connected to the business, aka they are unlikely to promote the brand for personal profit. Customers and partners are some of the preferred advocates, as they are more likely to be passionate about the brand.
Tell a great story
Every brand has a story to tell. Yet, not every brand is able to tell its story in an engaging and exciting manner. Storytelling connects people to a brand and makes the business more relatable and human by introducing emotions and personality. Indeed, a great story is unforgettable. The narrative lets the business shares its challenges, successes, and history. The story of the brand injects emotions into the communication.
Emotional hooks are an essential element of branding, as emotions create connections and shape customers.
Apple, for instance, makes bold and unique thinking part of its story, encouraging customers to embrace their difference.
Put your business on the map
The quickest way to be visible to your audience is to make sure they can find you wherever they are. Google My Business enables businesses to place their brands on the map. For local brands, it can be a fantastic way to be relevant to the local community.
Placing the brand on Google Maps ensures that:
- The brand appears in high positions for local searches
- Mobile searches can also show the distance to the business
- Showcase address and contact details for local users
Share your expertise
With hundreds of brands to choose from, it can be tricky for customers to choose one brand over another. Brands can develop expert content to position themselves and build credibility. For instance, a tech brand can create a blog sharing tutorials and guides for complex technology. A local doctor can upload TikTok videos to answer common medical questions and reassure the local audience. There are countless options to educate the audience. Creating and sharing informative content can not only establish the brand’s expertise but also help reach a broader audience.
Are you ready to bring your brand to the next level? Branding activities do not need to break the bank. They are essential to position and grow your brand. More importantly, they also maintain your connection with your audience group, which means you are unlikely to miss trends or changes in needs like some of the dormant brands.