Establishing a company’s identity amid a sea of others takes creativity and out-of-the-box thinking. But as competitors perform similar work and initiatives, how does a company set itself apart from the pack?
“A strong brand is invaluable as the battle for customers intensifies day by day. It’s important to spend time investing in researching, defining and building your brand,” said Laura Lake, a marketing consultant and author, in a piece entitled “Learn Why Branding is Important in Marketing.”
Marketing in print publications remains standard for many, according MarketingSherpa, a research firm powered by MECLABS Institute in Florida, as it provides a sense of permanence, legitimacy and credibility. Going online with distinctive websites can also be effective in building and maintaining the brand — this has the potential to reach an expansive worldwide customer base. Advertising online can further supplement a marketing brand campaign.
Branding is key to utilizing Internet search engines such as Google, Yahoo or Bing, as well. Chicago-based MAX Digital, a developer of cloud-based digital marketing and retailing software, notes that organic web traffic typically comes, in part, from those who searched a company’s name specifically, “which means they were familiar with [the] brand.”
From attention-grabbing logos and striking ad copy in print to sharing a company’s message in a compelling way, branding in today’s increasingly competitive marketing world should be tactical. This begins in understanding the target audience, as well as its wants and needs. It can take a bit of research to find out which marketing platforms customers are using and how they’re using them, and what other ways they are getting information.
Consistent brand promotion via many different outlets, notably in print publications, can establish tangible intimacy and comfort in decision making.
“People tend to do business with companies they are familiar with,” according to Strategy, a marketing and technology strategic development firm. “A brand that is consistent and clear puts the customer at ease because they know exactly what to expect each and every time they experience the brand.”
Promotion can be done by utilizing all potential marketing avenues based on how target customers find information, and what their previously determined needs are. Video can be an effective outlet, MarketingSherpa notes, and complimentary to print. This can be a quick and easy way to grow the company’s profile, as “people get to connect with you face-to-face.” Video establishes trust and more interest in the content.
Social media is another channel that can be used in creative ways via compelling posts, photos and interaction. As hundreds of millions of people use the Internet frequently, this is a strong way to reach a vast audience of customers and clients.
Regardless of the outlet used to share the message — print, online, social media, etc. — the more information based on the brand that is shared and the more engaging the company is with that information, the more people it will attract. This leads to referrals among potential customers.