Businesses have an arsenal of tools available to build their brands today. But, unless those tools are used correctly, they will be of little use and could even tarnish the image a company may hold in the eyes of current and prospective clientele.
Here are 10 quick branding tips for your business, courtesy of the pros:
1. Audience knowledge comes first
Forbes reported that companies like Nike have had immense success because of their "customer obsession." Make sure you know your clientele better than they know themselves, as this will help you to remain relevant at all times.
2. Focus on employee engagement
Satisfied, engaged employees are the best champions of a brand. Entrepreneur magazine contributor Sam Bahreini called poor employee engagement the "first step down the bad-service rabbit hole." Make your employees happy, and your brand will be far better positioned to excel in the marketplace.
3. Understand and illuminate your position
Inc. Magazine suggested focusing on the development of a strong brand position that aligns with market preferences and expectations, then ensuring that position is coherently expressed in all branded materials.
4. Strike the right chords in voice
The voice of a brand shines through in all marketing, sales and customer service activities. Just Creative, a marketing firm, urged business leaders to diligently craft a voice and stick to it at all times, citing a quote from The Guardian that read "It only takes one-tenth of a second for us to make up our minds."
5. Be intelligent
Data analytics technology is becoming more powerful. MilesHerndon, a branding agency, recommended "auditing your brand"frequently, looking at metrics related to its performance in the marketplace and success of each marketing campaign.
Ceros, an advertising firm, pointed to the importance of not only being unique in the context of the market but also knowing exactly how the business differentiates from competitors. Once this is understood, build the branding strategy atop this unique foundation.
Forbes pointed out that today's consumers are far more likely to engage with businesses that remain at the cutting edge. Never underestimate the powerful returns that come from innovation-related investments.