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How to Market Your Brand

How to Market Your Brand

A company needs to find its brand early on. It’s what will set it apart from the competitors and make it recognizable to its clients and customers. Even though it seems like an abstract process, it’s actually rather important when it comes to making your mark on the market and creating a customer base.

Marketing your brand doesn’t have to be an expensive endeavor, even though it sometimes seems that way. The key to branding a business is to know your customers and to double down on what they value about it.

A Website

A website is the main station for your business and it needs to be a place that reflects your company and what it stands for. This is done in two ways. Firstly, the site should be a part of your overall branding and reflect your image in terms of design and aesthetic.

Secondly, it should be a service you provide. The site should be a place where customers can do almost anything they could be able to do in your office or store. When this isn’t an option, it should point out how they could reach you and obtain your services in real life.

Traditional Media

For those who spend their lives on the Internet, it may seem like this is where all of the advertising happens. However, this really isn’t the case. There’s still a need for advertising in traditional media. Traditional media can reach the customers that don’t use the Internet that much and they can also project an image of your company.

It can be used to create an image of your company as a business that’s present in the lives of your customers both offline and online and that some gravity and history to it.

Industry-Based Advertising

A part of your marketing efforts should be set towards the goal of establishing yourself within the industry. These efforts are usually less expensive and less complicated than those oriented toward the general public, but they could mean just as much. In terms of the ideas, values, and the aesthetic they are promoting, establishing yourself should clearly be a part of an overall branding strategy.

This can be done by writing in publications that are industry oriented, or by taking part in professional organizations. This is partly in order to put your name out there and partly because it can help you make new business connections.

Events

Live events made to promote your company can have a great impact on establishing what your business is in the eyes of the industry and your customers. A good event is one in which the whole organization can be used to set a stage for your branding.

Everything from venue to the guest list should be planned out in order to send a message across. An event made to showcase what’s on Sunshine Coast and to put your guests in a lovely and elegant setting can go a long way.

Word of Mouth

Word of mouth is also a rather useful tool when it comes to branding. It seems like an old-fashioned way to promote your business and it doesn’t seem relevant to a modern business. However, it can still generate revenue and help your brand in a real and lasting way.

Simply put, if you want to generate a word of mouth form of marketing you would need to put customers in your store or office. That way, when they have first-hand experience of your business, they can generate brand awareness for you, simply by discussing your products and your services.

Influencers

Social media platforms have rules of their own and influencers are a big part of those rules. In order to create and promote a brand, you can use influencers on social media to your advantage. A company could never recreate the hype influencers create since it seems more natural and based on the rules of social media interactions.

It’s important, however, to be frank about the relationship you have with these influencers. If you’re caught in paying for support on social media, you’ll be seen an unauthentic and fake and that’s something you should avoid at all costs when it comes to branding.

Summing Things Up

Marketing a brand is one of the most important tasks a business has. You’re rarely selling a business in itself – what you sell is the idea your company represents. Branding is so important, because you need to find ways, to boil down your values to an aesthetic and easily understandable messages.

This can be done only by a broad campaign that uses all kinds of media, from traditional ones to the newest, and only if you have the interests and the needs of your customers at heart. Fake campaigns are easy to spot, and they can never again be trusted after they are caught.


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by Carolin Petterson // Carolin Petterson is a businesswoman and content marketer with years of experience under her belt. She has had the opportunity to contribute to a number of popular business and marketing websites.

Opinions expressed by contributors are their own.