How do you build an enduring brand with loyal followers? As marketers, how do we focus on mastering loyalty marketing initiatives, and stay relevant and consistent with an amplified global competitive landscape? Continue reading →
All posts in Branding
Owning a Piece of Real Estate in Consumer Minds
How do you differentiate your brand from your competitors? How do you secure a place in the minds of your prospects and customers so that when they have a need for your product or service, they think of you first?
Brand positioning is the name given to the process of humanizing your brand, identifying and communicating your brand’s uniqueness and value. The best way to develop your brand’s position is to start with thinking like your perfect customers. Who is your customer? What do they want? What is that essential problem they are facing that hinders them from being worry-free? You want to be able to construct a bond between your brand and buyers, and that comes from establishing certain traits and values to your brand’s personality. For example, if you’re a company that sells running shoes and you’re targeting those who are daring and have leadership capabilities, then you can use attributes like ‘adventurous’ and ‘competitive.’
Click here for more tips on how to develop your brand positioning.
Image courtesy of Flickr, Nikon Norm
Improving the User Experience with a Strong Branding Strategy
If you are wondering why your web site or your mobile campaign is not converting as well as you thought it would, perhaps you have missed the mark on combining a positive customer experience with an effective branding strategy.
An effective user experience is a critical component of any business. To deliver value to web users, it has become essential to represent our products, brands, information and services in a increasingly “intuitive” way. Designing intuitive interfaces on web sites, mobile devises and other information portals means organizing content in such a way as to allow users to navigate through a well designed interface that works to get customers to the exact information they need. Companies that achieve this spend time devising the kind of campaigns that help them better understand their prospects’ basic needs and motivations. This way, marketing can identify these needs and create the kind of content that is easily available through an effective interface that reflects buyer needs at each sales cycle stage.
Managing Online Brand Reputation
Sometimes, even the companies we look up to the most find themselves tangled up in an online reputation management problem. Furthermore, it often happens that companies that have been around the block longer than the rest of us are the ones experiencing negative sentiment on the social web.
Depending on how new you are to the online market, if you’ve studied your competitors, you have probably found that some are dealing with a reputation problem.
Controlling Brand Perception
Benjamin Franklin said it best: “it takes many good deeds to build a good reputation, and only one bad one to lose it.” The problem with this statement is that it is true – especially when it comes to managing our reputation on the social web.
With the amount of hours we spend devising and executing campaigns to target perfect customers, to generating more demand and to converting more potential buyers into revenue, it makes it particularly hard to witness our efforts when they are stifled by the wrong types of messages. Whether it is customers, competitors, and even ex-employees, when people go out of their way to tarnish a company’s reputation, it makes it difficult to build a positive brand image.
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