The importance of branding

Written on 13 May, 2013 by Uyen Vu
Categories: Marketing, Small Business | Tags: brand

In the online world, your brand is your biggest marker of professionalism. Businesses that invest in a compelling, consistent brand presence enjoy stronger customer relationships and higher levels of conversion, equating to higher profits and ROI.

Good branding speaks volumes about your company’s values, direction and ability to deliver on promises. This in turn helps build lucrative customer relationships that bolster your bottom line.

Bad branding, however, paints an inaccurate picture of your business and can destroy your integrity in your customer’s eyes. This can seriously threaten the health of your business and see you forfeit your competitive edge. Here are three no-fail strategies for ensuring your brand presence is up to scratch.

Know your audience

If you want a brand that connects with your audience, you must first understand what they want. Start by developing a profile of your ideal customer along with the brand attributes that are most likely to resonate with them. This list should cover everything from your social media strategy and customer service policy to your website design.

Focus on consistency

Consistency is your most powerful weapon when it comes to creating a brand presence that works. Are you using a consistent voice across your website copy, social media presence and blog? Does your offline store offer the same promotion as your offline channel and does it reflect the same marketing message? Prioritising consistency is the best way to build the kind of seamless brand experience that will keep customers coming back.

Embrace social media

Effective social media strategy can accelerate your branding success. Although it’s important to know where your clients spend their time online, it’s equally imperative to plan social media content that reflects brand values and encourages customers to share. Ensuring that your social media presence plays a central role in your brand strategy is much wiser than adopting a slapdash approach.

Ultimately, the best online branding efforts call for holistic thinking and a focus on customer engagement and consistency across the board. Put yourself in your audience’s shoes when you spring clean your brand and you’re bound to reap big sales rewards.

Great branding ties in with a great marketing strategy. Your online marketing campaign needs to flow and increase your online presence and define you from your competitor.

Promote and advertise your business online through a variety of Online Marketing methods. The most effective approach integrates the following core strategies; Search Engine Optimisation, Pay Per Click Advertising and Email Marketing.