Brand marketing sounds like something complicated. In fact, it might sound like something that turns you off. It sounds “salesy” or pushy. However, every business has a brand. Marketing it just means that you use effective communication to make sure that your potential clients understand that brand.
Don’t think of business communication as a chore. Instead, think of it as the first step in a conversation.
You want the conversation to be a long-lasting one between you and the client. The first step is to introduce yourself. That is really all that brand marketing is. You need to figure out how to communicate to potential clients in a way that will keep that conversation going.
Luckily, there are many easy ways to communicate your message. But first, you have to get clear on your message.
Get clear on your message before starting brand marketing
One of the biggest mistakes that people make with business communication is a failure to get clear on their specific brand message. You need to do this before you do anything else. If you don’t, then every communication strategy that you try to use will become chaotic and confusing.
Sit down and do some prep work. Figure out your brand’s message. Make it short, succinct, and clear.
If you can’t share it directly with someone in less than a sentence or two, then it’s not ready to be shared at all.
Once you are sure that your message is clear, you are ready to share it. Here are ten key communication strategy ideas that you can begin to implement today.
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1. Choose or Update your Logo
Your logo is one of the first things that people are going to see about your business. It is also something that many people will remember. Therefore, it needs to communicate your message.
The image and font that you select tell a story. Therefore, it should tell the story you want to tell. For example, if your brand is a minimalist brand, then you don’t want to have a complicated logo.
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2. Create or Update your Website
Each page of your website should be consistent with your brand’s message. If it isn’t then it doesn’t belong there. Oftentimes a website is great when you first create it. However, then you add to it over time, especially if the website has a blog.
As you add to it, you may lose the message. Certain pages and posts aren’t really in line with your core message. If that happens, then it is time for an update. Try to look at your website with fresh eyes.
3. Get Smart with Social Media
A vast majority of your potential clients are on social media. Therefore, you need to be there, as well. However, it isn’t just enough to have an account. You need to be strategic about it. Make sure that each post communicates your message. Some key tips to help with this include:
- Choose the platforms that you want to be. You don’t have to be on all of them.
- Create a strategy for posting content that is in line with your message.
- Re-share only content that is also in line with your message.
- Keep that message in mind when interacting with other people, even just when leaving a comment.
- Images are popular on most social media channels. Find ones that complement your brand.
- Join communities and groups that are relevant to your brand.
- Build partnerships with other accounts that are also in line with your brand.
Of course, you don’t want to overwhelm people by repeating your message again and again. It’s not that you say the same thing or that you constantly push your own brand. It’s subtler than that.
It’s all about looking at each thing that you post with an eye towards whether or not it communicates the core truth of your business.
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4. Get Out in the Real World
Online marketing is an effective communication tool. However, you shouldn’t neglect real-world marketing as well. Whether or not you have a brick-and-mortar business, you can find opportunities to connect with humans in person.
For example, you could teach a class or give a lecture at a local business. Offer something helpful to others while sticking to your core message throughout your talk.
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5. Ask People to Spread the Word
If you have a book for sale, ask people to share reviews on Amazon. If you have a store, ask people to share a Yelp review.
Make it easy for them by creating some of your own original content that they can tweak and share.
If you offer them a short phrase/sentence/etc for Twitter, an image for Instagram, and a short review to choose from then you have made it easy for them to spread the word.
More importantly, you have increased the likelihood that the message they share will be the one that you want out there. You can ask friends, colleagues, current and previous clients, and anyone else in your professional network.
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6. Add Yourself to Google My Business
This is a free tool that is easy to use. It helps you to easily update and optimize your Google search engine listing for your business. It is particularly useful inside of Google maps.
Therefore, if you have a store in a specific location (as compared to just a virtual business), then this can be a very powerful tool for getting the message to people in your local area.
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7. Give Things Away
You have something to offer. Share it with the world. When you create a giveaway, you immediately capture people’s interest. This can be a contest that people have to sign up to participate in or it can be as simple as a free downloadable PDF. Whatever it is, make sure that it is something of value. Of course, make sure that it also communicates your brand’s message.
Similarly, you might want to consider offering a free trial for your paid service. Make sure that you follow up with people who have subscribed to the free trial. During this period, be helpful. Answer questions. Address issues. Ask for feedback to improve what you have to offer. All of these things will help convert those free trial participants into paying clients.
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8. Create Interactive Content
Most people get bored of just skimming information online. That is why they get so excited when a business gives them something to do. When they can interact, they feel more engaged and interested. Here are some examples of interactive content:
- Click-through image galleries
- Interactive maps
- Online calculators
- Videos with 360 features to manipulate
- Virtual reality tools
Make each thing fun and informative. Keep your brand in mind as you create these.
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9. Respond to All Communication
Your clients are communicating with you. However, you might not always realize it. Sure, if they send an email, then you know it. However, they may also communicate by commenting on your blog posts, liking your social media shares, and answering a survey.
Moreover, they may communicate about you by mentioning your name or product. Every single time that they do is a chance for you to clarify your message for them.
Therefore, you should always respond as quickly as possible.
POWER TIP: Set up a Google Alert for your business name so that you can catch mentions that aren’t on your own website or social media.
Thank people, respond to feedback, answer questions, and share your thoughts.
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10. Pitch Everything to your Dream Client
You should have an ideal client in mind. This shouldn’t just be a vague picture. You should have a detailed image of the perfect person you would love to work with.
For example, let’s say that you have a therapy practice. Your ideal client might be a girl in her late adolescence who is struggling with an eating disorder. She has a traumatic past, but she is bright and motivated to change. She is interested in working with you once a week using cognitive behavioral therapy.
You should keep this dream client in mind in all of your brand marketing efforts. Have them in mind when you begin any business communication. Ask yourself what they would think along the way. Most importantly, look at every single message that you send out with the critical eye of your dream client. If they wouldn’t be drawn to it, then it isn’t crafted well enough, yet.