Social media has had a mind-blowing impact on marketing over the past decade. The proliferation of social media platforms such as Facebook, Twitter, Instagram, Snapchat, and Pinterest has changed the way brands formulate their strategy as well as the tactics being used.
Here is a glimpse of some statistics that will help you realize just how much the marketing arena has changed.
- There are around 7.7 billion internet users in the world
- 4.62 billion of these are active on social media
- 91% of retail brands maintain a presence on 5 social media platforms on an average
- This means an average internet user sees hundreds of ads in a single day
We have seen a huge shift in the way brands market and connect with customers. Marketing now utilizes social media, search engines, and mobile technology. All this leads to one inescapable fact, we are drowning in the online world.
It might seem like this ultra-competitive arena is impossible to navigate for a new business. However, the fundamental rules of business are still the same. To succeed a business needs a clear and undeniable perspective, or simply put, a strong brand.
A brand identity is not simply a logo and a mission statement. A brand is a more abstract and complex entity; it is a reflection of your thinking and your values.
Some business owners profess to know their business identity backward and forwards, yet their marketing efforts are not going very well. This happens when you are too close to your business and need a fresh perspective.
Are you looking for a surefire way to get a fresh perspective and build the next big brand?
Here are five steps to help you get started. Before we jump to the tips and techniques, it is important to mention that an online business corporation requires high-speed internet service that comes with instant customer support. So, if you are in search of such a service, then choose Spectrum Internet® and sign up for some of the best internet deals available in your area. With that said, let us discuss the ways through which you can improve your online business with the help of the internet.
Conduct a Detailed Brand Audit
The very first thing you need to do is understand your position in the marketplace and determine who your customer is. This can be accomplished by discovering the most important factor that can drive growth and evaluating how potential customers view your product/service. Another important thing that must be part of a brand audit is competitor analysis.
Identify at least three main competitors and review their websites, content, blogs, search engine optimizations, brand identities, advertising, and social media accounts. This will help you refine your marketing strategy and give you a better idea of what your differentiators should be.
Create a Unique Value Proposition
The next step to building a strong brand is to clearly define your mission and identify what core philosophies guide your vision. Another thing to define at this initial stage is your unique value proposition. Figure out what makes your brand unique and how that will help your customers. These elements become the foundation of your brand building.
There are several ways to determine these cornerstones of your company’s vision. Look for what sets you apart, and what your competitors lack, and condense this into descriptive messages. This will evolve into your brand’s original voice.
Develop Creative Elements and Messaging Guidelines
Next, you need to create the visual look and feel of your brand. This serves as the base of how you are marketing messages will be shaped. Regardless of what marketing channels you are using – your website, online advertisements, billboards, social media, or packaging, your brand must have a consistent message.
These graphical elements such as fonts, logos, colors, and styles work as a visual vocabulary that you will use to communicate with your customers. The overall brand voice must be clear and distinct enough to resonate with your target audience. Remain true to your brand’s voice by remaining consistent with your visual and verbal messaging.
Building the right voice that speaks to the right audience involves taking a close look at your target audience. Explore demographics and psychographic factors such as age, gender, social preferences, professions, etc.
Strategize and Establish Your Brand Identity
It takes time to build a brand identity. You will need to create and implement several strategies to promote brand awareness. If you manage to build a robust social media presence across major platforms then you are well on your way to establishing a strong brand. Make sure all the social media accounts portray a consistent look, voice, and tone so that you make maximum impact.
Develop a social media strategy that clearly communicates your message to your followers. Another factor that you should focus on defining is your content marketing strategy. Content lets you tell the world your story in your own words. It is a powerful way to get your message across to potential customers.
Another important factor that should align with your brand’s goal is your company’s official website as well as your online reputation. Additionally, your website should be search engine friendly, mobile-friendly, load quickly, and contain useful calls to action.
Refine and Improve Your Online Presence
While it is important to establish your brand as a stable company that provides intrinsic value to your customers, this does not mean your brand cannot evolve with time.
Nowadays, remaining at the top of your game means constantly responding to market forces and making necessary refinements if needed. This is particularly easy to do if your marketing efforts are concentrated in the digital world. Every aspect of online advertising can be tracked, monitored, and analyzed. This means your business has tons of opportunities to test different strategies and tactics.
It is time to consider business as an art form! Just as an artist brings their own unique perspective to the table, so should your brand. Do not be tempted into watering down your message in order to please more people. Avoid getting lost in the maze of brand building by revisiting these five fundamental steps every time you seem to hit a wall. Soon you will have a business that truly represents your visions.