Skip to main content

The 5 Components Of A Successful Branding Strategy

brand strategy

Originally published by Results Driven Marketing the 5 Components of a Successful Branding Strategy are:

Successful businesses rely on different marketing strategies to roll out their brands, from search engine marketing and pay-per-click advertising to display advertising, social media campaigns and live chat.  Every successful branding strategy, however, consists of common elements to build and maintain a relationship of trust with customers.

Here are 5 components common to every successful branding strategy:
  1. Vision:  why are you in business?  The obvious answer is “to make money.”  But aren’t there other reasons?  Perhaps it’s also because you like helping people and feel good when a satisfied customer calls to thank you.  Maybe it’s because you like the people who work for you, and like watching them succeed along with you.  Chances are, your business means more to you than money.  You need to formalize whatever that reason is in a vision statement.  Your vision statement tells employees and customers alike who you are and what your purpose is.
  2. Consistent Messaging:  once you’ve settled on the purpose of your business, you need to craft messages which clearly and consistently communicate that purpose to your customers.  When you think “Geico,” you automatically think “15 minutes could save you 15% or more on car insurance,” but also funny commercials, and of course the gecko.  Consistency is about logos, design, the words you use, and more.  Above all, it’s about all the pieces of your message working seamlessly together.  To help ensure consistency, consider creating a style guide which clearly outlines not only your logo and slogan, but also acceptable color schemes, fonts, and tone.
  3. Extending Brand throughout the Company:  a style guide is a great start to ensuring consistent communications, but it’s ineffective if your employees don’t adequately communicate.  Your employees can be your greatest asset in communicating your brand, or they can scuttle your best efforts with one bad customer exchange.  Make sure everyone in your company is fully aware of your brand and understands how to talk to customers to convey it.
  4. Emotional Connection:  the old maxim that people justify purchases based on logic, but make those purchases based on emotion is true.  Emotion sells.  Think of Dawn Dishwashing Liquid’s Saving Wildlife commercials.  The emotions viewers feel watching those ads become part of the company’s brand.  Some potent emotional triggers are those which arouse sympathy, give people a sense of belonging and make their lives easier.
  5. Nurturing Loyalty:  according to Hubspot, 15% of a company’s most loyal customers constitute 70% of total revenues, and 80% of future revenues will come from 20% of current customers.  Successful branding strategies nurture loyalty by thanking their customers and telling them they’re special with loyalty rewards like discounts and special gifts.


All Time Greats

Digital Marketing for Law Firms, How Hard is it?

A lot of "verticals" or industries make sense for digital marketing and the whole process can be very easy and intuitive. For instance, if you are running a Search Engine Optimization company, it's very straightforward to content market:

1- Write blogs or articles about SEO
2- Try to answer questions people have about SEO
3- Optimize those blogs around what the questions are and what you are saying.

But what about an industry that is a lot more complicated and not very straight forward? What about marketing for lawyers?

ACE, one of Philadelphia's top Law Firm Marketing companies, just posted this extremely helpful blog about why SEO is important for Law Firms. It delves into exactly how to do the job for a complex industry like the law and its practitioners.

One of the key points in the entire article is: "If your customer journey does not have a use for search services, then you'll never see SEO campaign results."

We recommend reading the whole thing. …

Tip #3 to improve your digital marketing

Do Your Research You may have ideas for what is going to work best for your audience based on past experience with your ads, but taking the time to conduct thorough research and have data to support your actions is important. You may anticipate that your customers will behave a certain way, when in fact they go in a completely different direction. It’s essential to be prepared for this ahead of time and use the information you collect from research to planning your marketing strategy. Elliot Simmonds explains this concept below:

“ A lot of people use sponsored posts and other paid advertising, and it seems that many are happy to simply pay the money and watch the views and clicks roll in - even if some of those clicks are from individuals tangential to the product or service they're promoting. Most platforms allow you to specifically target your sponsored posts and ads, and my tip is to do so following a period (even if it's only a short period) of actual research. Your gut i…

Tip #2 to Improve your Digital Marketing

Spend Wisely Each platform used to market online provides you with a different value. You need to analyze which outlets you should invest more time and money into, and which ones are not as important. Some platforms that work well for one company, yield little to no results for another. You need to find the one that suits your business goals the best. Digital Marketing is all very specific to your brand, and you need to plan your budget accordingly. Determining what each platform is going to do for your specific advertising efforts should be the basis for the decisions you make with your campaigns, explains Hitesh Sahni, Marketing Consultant at Smemark:

“It’s imperative to understand the value each channel offers. Search advertising platforms, such as Google Adwords, work best when there is a clear demand for your product or service, and you want to target people who search for your product or service online. Search advertising is less effective for a startup that has created a new an…

Does SEO Actually Work?

I wrote this for my new Doctor Digital column over at Results Driven Marketing's Blog. But I wanted to share it here too.

It's the most basic question of all: Does SEO Actually Work?

Yes it does! But not like you think it does.

This graphic should explain it pretty well:

Happy Thanksgiving!

Happy Thanksgiving, Y'all!

Tips to Improve Digital Marketing: Tip 1

Digital advertising has become a major component of modern day marketing strategies. Here are tips on how to improve your digital marketing strategy:

1. Be Creative Your business has visual elements that make it stand out from your competition. Use that to your advantage in your marketing efforts. Whether it is a logo, mascot, font, or color scheme, having it included can help make your brand recognizable. You want to catch the eye of the audience, but you also want to maintain their attention and have them remember your brand. Incorporating unique and creative visual elements into your ads is crucial to the success the ads will bring you. Sarah Maloy, Content Marketing Manager at Shutterstock points out that you want a variety of creative images, but they should be consistent: "When advertising on social media, it's important to refresh your creative often so that it is relevant and so that users aren't seeing the same post more than once. When testing variations and tryi…

AHREFS tops the marketing blunder list of 2018

It’s Early in 2018 and AHREFS tops the marketing blunder list It’s only the first week in February and you are reading about the Metrics/Data supplier that has provided us with fodder by creating a huge marketing blunder, Ahrefs.

Ahrefs is world's biggest third-party database of search queries with refined monthly search volume and research metrics.  Their data is used by untold numbers of digital marketers across the world.  Arguably they are the industry leader in this type of data.  The only thing that they changed was how a tiny item in their metrics was being calculated. 
About a week prior to the effective date of the change, Ahrefs notified users that a change was coming to how they calculated a domain rating or DR.  They also stated that many sites would see their rankings drop.  I agree that a need for change was warranted.  What I don’t agree with how they calculated the change and its ramifications for roughly 75% of all websites.  

This past Friday evening around 11 P.…