How your business looks in five years will greatly depend on your branding and marketing efforts today.
As markets continue to evolve, brand managers need to keep themselves informed to avoid surprises. Users are becoming more sophisticated than ever. Google algorithms are constantly changing. Market moods can shift with the flip of a media switch. New competition can catch you off-guard. Some things you control; others, you don’t. But, if you don’t stay on top of it all, things can get a way from you pretty quickly. There’s no excuse for not being prepared.
If your brand cannot adapt to change, whether anticipated or not, you could end up burning cycles recovering what you lost instead of spending your time building on what you have. As Ben Franklin once put it, “An ounce of prevention is worth a pound of cure.”
Flexibility is Vital to Maintaining Brand Equity.
A great way to insulate your business from sudden shifts in market dynamics is to maintain a 30,000-foot view of who you are and what your Brand Promise is. Remember, you’re solving a problem or satisfying a need that transcends your product or service. It’s often an emotional benefit that your audience gains. Your Brand Promise should always be the foundation of your marketing and promotions. If executed well, it will provide an “umbrella” that allows you the room to build on your message and nurture the customer experience. And you’ll gain the flexibility to quickly react to change − or implement some of your own − without compromising the groundwork you’ve laid.
Never lose sight of why you do things differently and why it matters to your audience. Take ownership of what distinguishes your brand and never take it for granted and become complacent. Set aside some time to revisit, reinforce, refresh and reaffirm your branding and marketing efforts on a regular basis. Continue to maintain and uphold your promise. If you keep delivering on it, loyalty will flourish.
As a business owner or marketing professional, you need to regularly step outside the bubble to see how others are viewing you. There’s a lot of noise out there. So, it’s important to find creative ways to give people a reason to pay attention to you. When was the last time you changed your logo? What about your website? Is it mobile-friendly yet? Have you been following your competitors’ marketing efforts to find ways to answer them? How has your own narrative evolved? Remember, your brand is a story that’s never completely told. How about sharing an addendum?
We’re in the Process of Doing Just That.
Step2 Branding & Design has set some big goals for 2017 and beyond. We’re building new relationships and partnerships. And we’re reaffirming our long-term ones. We launched a new website with a retooled message and more samples of our work. And we tweaked our brand identity to encompass more of what we do. Beyond our branding work, we do a lot of graphic design, advertising and web design. So, we decided to make it very clear that we have more to offer beyond our branding services. (First impressions, ya know.)
So, What Are Your Goals for 2022?
Just like accumulating one’s personal wealth, successful brand building requires a long-term commitment and the willingness to prepare for and react to change. It would be a shame to lose it all because you boxed yourself in so tightly that something unforeseen cripples your business.
So, what are your plans to reinforce your brand and all you’ve worked for? Are you looking to freshen up your message and graphics? Is your website working its hardest for you? Do you plan to share more subject matter expertise blogging? Are there more industry events and advertising in your future?
If you ever want to talk, drop us a line. It never hurts to get an objective opinion and costs you nothing but a little bit of your time. We’ll even pay for the coffee.
Running a successful business relies heavily on managing resources and using them wisely. But certain marketing essentials require investments and should be treated as such. In fact, many of them are pre-requisites to profitability.
We often get too close to our business to see it the way others do. We build a virtual bubble around ourselves and lose the perspective needed to make sound strategic decisions.
When you meet new prospects, network or attend industry events, the moment you hand out your business card, your credibility will be on the line. If you’ve taken a long time to build a first-rate reputation, don’t let a second-rate website undo it.
As the year closes, ask yourself how your current challenges and objectives align with your overall vision. Have you lost your way, or are you sticking to your Brand Promise? Is it still meaningful to your customers and prospects? Have you allowed yourself the room to evolve with their needs, or have you boxed yourself in?
While I was enjoying a great pastime, I was also learning about the power of human potential. I discovered how greatness can be achieved through sheer will or by overcoming the challenges of unforeseen circumstances.
In many ways, your website is the face of our business. It’s usually your first and best opportunity to distinguish yourself, connect with your prospects and tell your story. If it’s not engaging, well-designed, easy to navigate and informative, it could undermine your marketing efforts.
If your business is like ours, you don’t have a bottomless marketing budget to build awareness of a name that lacks clarity. We have to be more calculated and deliberate.
Common clichés, tired sales pitches and unrealistic claims no longer work. In fact, they’ll likely be viewed as disingenuous and undermine your marketing efforts. Here, we’ve outlined five ineffective marketing messages and what you can do to avoid using them.
In order to be an effective marketer, it’s imperative that we continually remind ourselves of the true value we bring to our markets. Usually, that customer benefit is intangible. Quite often, we learn that it’s an emotional one.