Understanding the needs and wants of your customers can provide a solid foundation for your corporate branding efforts.
The Internet continues to present new challenges and opportunities, but in-depth market research continues to be the foundation for a successful branding strategy. So, here are five tips to help you create the right brand strategy for your small business:
1. Know yourself and your audience
Understanding your products and services can provide valuable insight into the most appropriate marketing strategies and target audiences. For example, MP3 players, Internet services and YouTube are all alike in that they target a young demographic. In contrast, arthritis medications, insurance products and retirement living solutions are designed to appeal to older individuals.
Some products are clearly geared toward a female audience; others seek to reach a predominantly male audience. Not all products and services offer clear-cut distinctions, however. Beverages, housewares and fashions may appeal to various age groups, socioeconomic classes and genders. By determining the characteristics of your most likely customers, you can craft a brand that will appeal to their demographic more effectively.
2. Enter the fray
The Internet offers numerous opportunities to build visibility and promote your small business. For instance, organic search engine results can provide a lift to your branding strategy while targeted pay-per-click advertising strategies can boost awareness for promotional campaigns.
By incorporating Internet marketing and visibility-boosting strategies into your overall branding campaign, you can enhance your public image and ensure that your brand is favorably represented in today’s tech-centered marketplace.
3. Feel free to socialize
Social media marketing is a critical element of your overall brand strategy.
Social communities are an ideal testing ground for new marketing efforts and can provide additional ways to reach potential customers. However, social networks (e.g. Facebook and Twitter) require constant monitoring and reputation management activities to maintain and protect your corporate brand strategy.
Integrating social media into your marketing plan can help you reach more potential customers and attract attention for your company in these popular platforms.
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