When it comes to business, branding may not be everything – but it comes pretty close. Much like the cover of a book, branding tells your customer what your business is about, what its priorities are, and offers value in terms of dealing with the business.
The old adage of “don’t judge a book by its cover” may be accurate, but there’s no denying that a book’s cover has a dramatic influence over whether or not the customer gives one book out of thousands an opportunity.
How can you increase your brand?
1. Build a social media presence
Any company that wants to thrive in the modern business environment needs to have a presence on social media. The presence doesn’t need to be huge or involve minute-by-minute posts on several different platforms, but the basic information of the company should be available.
This includes a website, hours of operation, and some posts about what the company does and why it exists. This helps customers understand why you exist and directs them to your website.
2. Create a personal brand
Previously, all companies had brands, but only the biggest and most recognizable companies had CEOs or executives that were in the public eye. Now, however, social media has created an environment where professionals at all levels of companies must make careful decisions about just how much of themselves they want to share on social media. Keep it professional, but friendly. If you wouldn’t say it in the office, don’t say it on Twitter.
3. Become a thought expert
One way to get attention for your brand is to give stuff away for free which demonstrates your expertise. Many companies do this by offering ebooks or white papers on relevant topics in exchange for signing up for an email newsletter. This strategy works because it gets customers interested in your offerings while giving you access to their information.
4. Be consistent throughout
As you work on developing your brand, you can’t overestimate the importance of consistency when expanding. Whether you’re working on expanding your brand overseas to new markets or developing new marketing for your current customers, you want to make sure that your message and design are recognizable on all materials.
If your business cards are staid and reserved, your website shouldn’t be wild. Your mission shouldn’t be “to offer exceptional products” and “to engage with customers in revolutionary ways” in two different places.
Orient your brand around one position and make sure to stick with it throughout your expansion. Keep all materials consistent and connected.
5. Be different but stay authentic
Being different from the competition while staying true to your mission can be complicated. Each company has its own ways of negotiating this difficult balance. When you’re crafting your brand, compare your company to the competition. Find places where your product, your service, and your overall company differ from the competition.
Your training might be better, your products may last longer, or your company may offer a better warranty. Whatever the differences are, play to them. Let your customers know they are present, and make these targeted areas to continue to develop.
This will help you stay authentic while also keeping your company competitive.
6. You can’t please everyone
As you go into either a rebranding or an expansion of your brand, it can be tempting to try and please everyone. Don’t get caught up in this thought process. It’s impossible to do, and trying to be everything to all customers will create a generic brand that doesn’t appeal to anyone enough to make an impact.
Instead of focusing on general appeal, identify your most crucial market segments and target them precisely. Make your marketing accessible whenever possible, but remember that your audience is your primary target, and create appropriately.
7. Maintain boundaries
This is so important that it deserves to be mentioned twice. Social media encourages oversharing. Sharing some of your personality with your customers is great; sharing too much can be damaging to your business.
Some professionals choose to maintain a professional social media account that is public facing and customer engaged, while keeping a more locked down profile that is more for friends and family. This doesn’t make it impossible for inappropriate comments to get out into the world, but it becomes more controlled over all.
Expanding your brand can be intimidating, but it doesn’t have to be overwhelming. Social media and the digital age can make it feel like you’re inventing something brand new as you craft social media profiles and schedule blog posts, but the real nitty gritty of branding is the same as it always has been. Create approachable companies that engage and interest customers and see how your business develops.