The image and message that your brand projects to your audience is instrumental to your business’s success. Whether you want to be perceived as trendy, an innovator or industry leader, your brand needs to communicate that message successfully to ease the sales process, loyalty among customers and referrals. Many business owners and operators understand that they have an obligation to improve the business’s brand image, but often struggle with where to start. By improving the brand image, businesses can expect to:
Justify any price increases.
Improve their perceived value.
Transform their customers experience with their products or services.
Below are the following tips to help businesses enhance their brand.
Know the market you want to target and align your brand message accordingly.
If you want the perception of your brand to be received exactly the way you want for your business, you need to know your target market and develop your branding strategy accordingly. Markets are always emerging and most industries are facing a wave of millennials that are entering the market. Future branding strategies may see the need to integrate print media with digital marketing strategies. For example, the use of QR codes or augmented reality that is tied into promotional campaigns.
Consider your brand message.
Do you know the message you would like your brand to communicate? Your brand message will serve as the pitch to potential consumers. When they see your brand among several other competitors, how will your brand’s message make your product or services stand out? Will you pitch your business’s brand innovation, credibility, promise, reinvention, risk or another USP? Below you can see an effective way to develop a brand pitch from Forbes contributor Carmine Gallo.
Invest in print media.
Print media such as brochures, refreshing product labels, business cards, business postcards and sales letters are a cost effective way to boost your brand’s impression in your market. What you communicate and how you present it is vital for creating opportunities for your business and refreshing your brand image with the message that you want to convey. You can enquire about label printing services in Melbourne to find the right print solution for your business.
Build your brand authority through editorial publications.
Getting your employees and the business recognised in editorial publications can enhance the perceived credibility and transition your brand perception from being one of a market follower to a market leader. Quick ways to achieve this includes:
Publishing thought leadership pieces about your industry. These can be published in whitepapers.
Publish on your business’s blog.
Publish guest posts on other industry leading editorial blogs.
Participating in interviews with journalists to get published in industry magazines and journals.
Getting featured in editorial publications allows you to showcase your business’s voice and expertise while placing you on a pedestal. It is a great way for your brand to earn prestige and to also attract new followers and prospects that want to engage with your business.
Invest in your business’s product packaging.
The perception of your business’s product can say a lot about your brand. Does your product give the impression that it is trustworthy and credible or does it look cheap and tacky? The perception of the product’s packaging is a shortcut for the consumer to make their purchasing decision.
Your business’s brand should make people want to engage in business activities with you. Your brand’s messaging must be able to project your business into the front of the minds of prospective customers when they need to recall industry brands. Remember that your brand should serve as the competitive differentiator that motivates consumers to make their purchasing decision with your business!
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