Skip to main content

How to Come Up With a Rock-Solid Brand Strategy for Your Business

How to Come Up With a Rock-Solid Brand Strategy for Your Business

Modern businesses have to battle for audiences’ attention. A strong brand will make your business stand out from the competition and help create a long-lasting, positive association with target audiences. Without a solid branding strategy, your business is in danger of being lost in the crowd and failing to impress worthwhile audiences.

Although investing in building and growing your brand may not seem to give immediate returns, the exercise has long-term benefits that impact visibility and conversion positively.

A solid branding strategy is a result of conscientious effort and thorough research and we have distilled the complex mechanism into comprehensible steps below:

Outline your brand’s objectives

Your brand’s objectives need to align with your business goals. If you are starting a new venture, your vision needs to be clear and realistic. Your brand message, proposition, and tone will resonate with your business activities. If your business is diversifying into new markets or you are expanding your suite of products or services, you might need to adjust your existing brand to reflect the new changes. Brand building from scratch can be a costly affair but is absolutely vital to survival and customer loyalty.

Identify and research your target markets

How well do you know your ideal clients? Who do you expect to attract using your brand? If your answer is “anybody and everybody,” you might be shooting in the dark. The better you define your target audiences, the more laser-focused your marketing strategy will be, and better will be its returns. Understand your audiences’ perceptions and challenges and build those into your brand values.

Define your brand positioning

Brand positioning refers to your USP (unique selling points) - how your brand is different from competitors and why should your target clients choose to engage with you. Capture your essence in a few lines and make this your business vision. The vision should be grounded in reality as you will be expected to deliver on your promises. It should also be aspirational to indicate you are progressive.

Develop brand collaterals

To build your brand, you need many weapons in your arsenal. First and foremost, develop a logo, tagline, and message that reflect your brand positioning perfectly. “Just Do It” is synonymous with Nike and “Taste the Rainbow” sums up the essence of Skittles. Brand colors and message tone should remain consistent on all platforms and formats- advertisements, print material, website, social media posts, and mailers.

Different target audiences may be interested in different aspects of your brand but your brand messaging should remain consistent so that the connection between audiences and your brand gets strengthened after every interaction.

Your website is your brand’s showcase. Most audiences and prospective clients will judge you and your brand on the basis of your website. Often, websites are the first place potential clients, and partners will go to gather information about your portfolio, history, services, and contact information. Ensure your website is contemporary, responsive, and updated with latest information. Furthermore, optimize it for target keywords so that it is found by search engines easily.

Your marketing and branding toolkit will be incomplete without efficient content marketing tools. Organize valuable content offerings, e-brochures, pitching presentations, video testimonials in archives using a CMS (content management system).

Many website development platforms have an in-built CMS that schedules and publishes content pieces according to pre-set content calendars. This can keep your branding efforts consistent and maintain a regular flow of content to delight interested audiences and push them along the sales funnel.

Implement, analyze, and align

A good branding strategy is as good as its implementation. Often, businesses invest a lot of energy in creating a strategy, keep to the plan enthusiastically for a few weeks, then lose steam when they don’t see tangible benefits or when business starts pouring in… and the branding exercise is all but forgotten.

To keep at the forefront of audiences’ minds, you need to always be focused on brand building.  So, use analytics tools to track how well the brand building objectives were met. Be prepared to re-align objectives or strategies, if required.


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.…