Your brand is the sum total of all the messaging that defines what your company is about. A brand encompasses everything from your slogan and logo to your statement of values and all the communications you send out into the world. However, it’s also made up of consumers’ perceptions – what they know (or think they know) about you.
When prospective customers arrive on your website for the first time, they often have no other information about your brand than what they see. The first impression your site provides gives them instant insight into whether they trust you to meet their needs.
Developing new content can be a tricky business. Google's algorithms reward new, original content, so you need to keep generating material. At the same time, your website isn't there for clicks. Rather, it serves to draw attention to your brand from the current and potential customers in your market.
We've talked in great detail about the power of storytelling in your branding efforts. In today's competitive marketplace, the most successful advertising campaigns are built around stories. With this in mind, everything that your brand does should relate back to the story that you want to tell.
From a marketing standpoint, we live in a world where it's more difficult than ever to stand out. There's so much noise and content floating around on the internet that it's become imperative to find a way to distinguish your brand to stand apart from the competition.
By definition, branding is the effort that you put into making your name, symbol, and/or design identifiable to your company. When branding is done well, your target audience will be able to easily distinguish your product from the competition's and have a clear understanding of why you're the better choice. By making branding the basis of your marketing strategy, you're able to let consumers know what they can expect from your company and be more memorable with your target audience.
It's human nature to seek validation from our peers, and thanks to social media, this innate characteristic that we all possess has been amplified. Whether we want to believe it or not, there's still something in us that wants to have the latest and greatest item to hit the market that will be the envy of our friends, whether it's a new pair of kicks or a savvy smart bike that allows us to take fitness to a whole new level. In today's digital world, the "cool" kids that are showing consumers the products and services that they need to be jonesing for are the social media influencers.
A consumer's perception of a brand has always been shaped by what others say about the business. However, thanks to the widespread adoption of social media and the growing number of online review sites, today's consumers are more exposed than ever to people's decisions about what to buy, wear, and like.