Every business has a brand, and the stronger the brand, the greater the success. Kim Garst, highlights the four key strategies towards building a powerful brand. ~LSi Media
Did you know that a strong brand is essential for generating long-term sales and growth? You may not have given much thought to your brand identity (or maybe you have!), but that doesn’t mean you don’t have one.
If this isn’t a term you are familiar with, here is a brief rundown:
Your brand identity is how people perceive you and your business.
The ‘clues’ they use to determine how they feel about you include:
Your visual branding (logo, colors, etc.)
Your voice on social media and your blog (casual, formal, etc.)
The quality of your products or services
How you respond to customer complaints or questions
Whether you conduct your business ethically and how socially responsible you are
The perceived value of your products or services, for instance, a company that sells widgets for $.01 may be perceived as ‘cheap,’ while one that sells them for $1.00 may be perceived as ‘high quality).
Remember that people will pay premium prices for premium brands! Starbucks and Apple are great examples of this!
As people collect this information about you, they determine whether to trust you and, ultimately, whether or not to buy from you. This doesn’t just mean one-time sales, however. When people have a good experience buying from you – meaning they found value in the product and had a good buying experience – they are more likely to become repeat customers, and these are the BEST!
How to Strengthen Your Brand Online
We would all have a strong brand if we knew how right? There is no ‘magic bullet’ when building a strong brand online. However, some good, general rules you can follow will make a big difference in how people perceive your business.
1. Know what you want your brand to convey.
Before you can strengthen your brand online, you first need to know what your brand is! (or what you want it to be). How are you different than your competitors? What needs are you fulfilling for your customers, clients, and social media followers? What is your company’s mission? What are your core values?
These are all important questions to ask yourself before you can begin conveying a strong brand presence to others.
2. Make a good first impression.
Your website and social media profiles say a lot about you. In the first 5-8 seconds, new visitors make a gut decision about how trustworthy you are, how professional you are, and whether you are worth listening to.
For this reason, I encourage business owners to invest in a professional-looking website, profile photo, and logo. As the saying goes, “You never get a second chance to make a first impression,” so don’t risk losing potential customers before they even get to know you. Looking good is half the battle, as they say.
3. Solve your target market’s problems.
The best way to build a strong brand online is to work your butt off to help solve the problems and address the pain points of your target market.
One of the best ways to do this is by providing valuable information through social media and your blog. When you consistently provide valuable content, people begin to trust you, and YOU ARE the one they think of when they need help or advice (and ultimately, when they want to buy!).
4. Be consistent.
All the things we have discussed – your logo, colors, voice, unique value proposition, the perceived value of your products, etc. – must be consistent across all platforms. This means keeping the look and feel of your website consistent with your social media profiles and keeping each of your social media profiles consistent with all the others.
It also means keeping your voice and messaging consistent across platforms; when you are conveying different values or messages, your followers will be quick to call ‘FAKE,’ and all your hard work will go down the drain!
Your brand is your business’s most valuable asset, so spend some time defining it and ensuring you’re conveying what you want!
How would you define your brand? What do you need to work on to improve your brand identity and ultimately increase your sales?
LSI helped Rebecca’s Dream create a well designed and functional website. Our site reflects who we are and the great work we do. It’s easy to use, visually pleasing and modern. LSI has also assisted us with curated content for the website and social media along with newsletter design. They have been responsive, friendly, reliable, creative and supportive to our goals, mission and efforts as a non profit. I would highly recommend LSI.
Kathleen Illes, Executive Director | Rebecca's Dream
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