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Brand is key to the success of a business. Yes, the standard of your products and your reputation as a good or a bad business can sway sales in or out of your favour, but to even reach that point, a business needs a strong brand. There’s no denying that it’s a competitive world out there, and the customer has it easy. They have an unimaginably large pool of potential businesses from which they can choose to purchase services or find information, and yours is just one of many.
That’s why brand is so important. When you offer similar goods or services to a thousand other imitators, customers don’t care if your service is marginally better; they want something captivating to sway them. They want eye-candy and sharp marketing. There are so many ways that you could light the fuse for your business’ success through a powerful and unforgettable brand and marketing campaign.
This is the mistake so many businesses make. They work hard to develop a professional and well-designed logo, which is all well and good, but they don’t think about the direction of the overall brand. You need to figure out your target audience and learn about what they’re looking for in a business or industry such as yours. Your business can’t try to claim the world all at once because it will fail. If you’re small, the steps to growth depend on small improvements here and there, such as slowly increasing sales from people who will hopefully become permanent customers to your business.
Think about what works for your competitors. If you’re a service providing technology and other gadgets, you’re most likely targeting a younger audience of men and women; though, most likely, predominantly men. Think about these things when you design your promotional materials, the logo and the website your business uses. You have to match the aesthetic potential customers in your industry would expect; though, you need to do so in an engaging way. Don’t just copy your more successful competitors, because branding is all about standing out. You want to separate yourself from the big brands, not blend in with them.
Your website is the heart of it all. In a modern world, it’s the front face of your brand, and you need to use this web presence to provide an overall summary of the problem. That includes everything from beautiful, engaging design to content which aptly summarises everything for which your brand stands.
Being human is the key here. Your website can help to portray imagery and text which was clearly written by a human. That sounds obvious, but most business websites feel impersonal and static. Infuse yours with some life. If you get help from a conversion optimisation agency, you might start to see change in visitor engagement. You want people to be genuinely excited by your brand and what you’re offering, because that’s how browsers become shoppers.
At the end of the day, building a strong business from a strong brand depends on consistent imagery, marketing and service. If your business promises something, it needs to allows follow through, and that needs to be conveyed through your marketing. Your imagery, message and content needs to be constant and consistent across the internet and offline mediums. If you want people to recognise your brand in the future, it has to look the same everywhere.
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