Branding is a powerful way of communicating with customers. It can build affection, trust, awareness, and loyalty at the same time.It is easy to tell just how important branding is if you consider Coca-Cola and Kleenex. These brands are at a point where they seem to represent their industry in the eyes of consumers.
A successful branding is hinged on doing many things right. The best brands know what their audience will love, and they give it to them.
Some unique branding strategies that work include;
1. Focusing on the product
Before reaching out, create a product worth promoting. Many companies promote their products and grow their brand visibility only to collapse under a flurry of customer complaints. Since reputation is very crucial, focus on building a trustworthy, reliable reputation through great products.
Invest the best skills and time in product development. Ensure the product or service is good value for money. Also, consider features that can convince customers to shift from other brands to your brand. To develop great products, find out what customers want through surveys and forums.
Freebies are like temptations, they entice. Whether it is a service or product, free stuff attracts people. For online services, the package is often referred to as freemium where users enjoy some benefits, but they have to pay to enjoy others.
Customers get an early chance to interact with the product or service through freebies. Their great experience leads to more attention for your product, and soon, they are your brand evangelists, recommending your offering to others.
The trick with freebies is to give something of genuine value to a customer without letting them enjoy the main benefits.
Stories are powerful in customer engagement. They build trust and fondness for your brand if told right. A great story is compelling, entertaining and moving. Create unique stories that will always be identified with your brand.
If you are in a favorable industry, outrageous ads and storylines can resonate with your audience. In some cases, it even pays to have a little controversy associated with your brand. The key to a great story is; speak to your audience. Create interest and know how far you can go with the story.
Brilliant stories are memorable; they can ring in the listeners’ ears for years to come. You can take advantage of storytelling tools like mascots to create a consistent storyline. Some stories are so good that they will make people stop and listen. For instance the HostGator adverts on YouTube.
Even with a small budget, storytelling can work if you target the right channels. Instead of prime time ads, consider social media adverts, emails, and guest posting.
4. Make it easy for customers to share
Great product? Tick. Fascinating story? Tick. Then it’s time to set the ball rolling. When people love stories, they share them. When people are satisfied with a product, they recommend it. They are also more willing to post comments about their experiences.
This is like free advertising. All you need to do is make it easy to share. You can go a step further and subtly nudge your audience to share. One way through which you can do this is by giving incentives. Everyone likes a reward, more so when they’re sharing something truly valuable.
Incentives can be anything from discounts to gifts. Of all types of marketing, testimonials can be the most powerful when they come from trusted friends. So sharing is one strategy which can yield a lot of sales.
5. Influencer marketing
This is an age-old practice in branding. But it is very effective. In today’s markets where niches are more pronounced complete with forums, influencer marketing has become more powerful.
Having a few connections with influencers in your niche can propel your brand to heights. This applies to both internet and offline marketing. Influencers can be individuals like bloggers or companies that deal in related products.
Building a brand can be an expensive and arduous undertaking. But a small business with a limited budget can succeed if it identifies the available opportunities. Startups can find their footing with cost-effective strategies that leverage customer sharing and product development.Building a famous brand involves a lot of creativity and shrewd decisions that can fast track brand popularity.