In Part 1 of this series on branding, we discussed defining your brand, creating your logo, and putting that logo on everything. Here, in Part 2, we’ll cover brand messaging, integrating your brand, and marketing your brand.
According to Pardot, brand messaging refers to the underlying value proposition conveyed and language used in your content. It’s what makes buyers relate to your brand by inspiring them, persuading them, motivating them, and ultimately making them want to buy your product. To determine what your current brand message is, look at your business from three perspectives:
- The customer – Find out what matters to them. Don’t presume anything based on what you think it is, or should be. That defeats the purpose. Interview customers, survey them, pay attention to them on social media. Identify what they value most in terms of your industry and offering, and pay attention to key ideas you hear repeatedly from them.
- The company – Find out what about your product or service makes it unique. Ask people inside your organization what they think is unique about your product, the manufacturing process, the sales process, etc. What is the existing company culture, and does it reflect positively? If not, you’ll need to change it, but that’s another subject. Whether your task is to move heavy objects around a warehouse or you’re spending your days at a steel mill, cranes, hoists, and other industrial machinery make the job easier. Check out crane operating services idaho and learn more.
- The marketplace – Find out how your competitors position themselves in the marketplace. Look at their tag lines. Read the “about us” page on their website. Follow them on social media. You want to make sure your own position in the marketplace is distinct.
Once you’ve looked at your business from these three perspectives, make any adjustments you deem necessary. Then write down the key messages you wish to communicate about your brand, create a “voice” for your company that reflects the brand image you wish to convey, and apply that voice to all written communication and incorporate it into all visual imagery you use. For example, if your brand is friendly, be informal and conversational. If your brand is more hi-brow, be more formal, etc.
Integrating Your Brand
Now that you’ve developed your brand message, make sure it permeates every aspect of your business from the way employees answer the phones, to how your salespeople dress, to everything you do online. In short, make your brand part of the company culture.
Marketing Your Brand
When it comes to marketing your brand, consistency is key. Just as it’s important that your brand message become part of the company culture, it must also be the foundation of all your marketing materials. This doesn’t just include static materials like sales letters and brochures; it also includes blog posts, web articles, social media content, etc.
Remember, branding is what separates you from your competitors and helps consumers remember you and your products. Of course, we’ve only scratched the surface on the subject. There is much more you can learn. We encourage you to explore additional sources of information on branding. Meanwhile, we invite you to contact us online for help with your digital design and development needs.
Before we get into branding basics, let’s define “branding” in the context of this discussion:
Branding is what differentiates you and your offering from that of your competitors. Like strategically using a business canvas model template for your startup.
With that definition in mind, let’s get into some specific branding ideas to get you started. Here, in Part 1 of Branding Basics, we’ll cover 3 ideas to help you get started on your brand marketing journey:
1. Begin by defining your brand.
This will be an exercise in self-discovery for your business. To effectively define your brand, you must, at a minimum, answer the following questions:
- What is your company’s mission?
- What are the features of your products or services?
- What benefits do your products or services deliver?
- What do your existing customers think of your company?
- What do your prospects think of your company?
- What qualities do you want people to associate with your company?
- What are the needs, habits and desires of your buyer personas?
Once you’ve defined your brand, it’s time to market it.
2. Create a great logo.
A great logo is an absolute must if you wish to differentiate your business from the competition. And, because you want your logo to be the first thing people remember about your business, make it permanent, at least in essence. For example, since 1977 (one year after the company began), Apple’s logo has been a graphical representation of an apple with a bite taken out of it. It has changed a few times over the years in terms of color, etc., but the essence has not. It’s still an apple with a bite taken out of it.
When creating a logo, consult a professional logo designer for help. Even the marketing genius, Steve Jobs, recognized that Apple’s original logo, which he and Ronald Wayne designed themselves in 1976, was not what it should have been. So they commissioned designer Rob Janoff to design a new logo. The rest is marketing history.
3. Put your logo on everything.
The whole point of a logo is to enable people to immediately think of your company when they see your logo. Of course, this will take some time, but that’s what branding is all about – investing the time and other resources in making your brand immediately recognizable. When you see the Coke logo, you think of the Coca Cola brand; and, when you think of the Coca Cola brand, the Coke logo appears in your mind. That’s the goal of your logo in relation to your overall branding strategy. The only way to achieve that goal is through repetition.
Stay tuned to our blog for Part 2 of our Branding Basics series. Meanwhile, we invite you to contact us online for help with your digital design and development needs.
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Inbound marketing is the most effective form of online sales, quickly replacing static advertising, since we all know is difficult to find good sellers and sometimes we end up using services as Indigo HR sales recruitment to find them. That’s why the selling website (or landing page) should be only the end point in your online sales system.
- Your website needs to be interactive and attractive.
- It should be customer friendly, welcoming and easy to navigate.
- It should be optimized for phones and mobile media.
- It needs to be designed to act like a good salesperson, anticipating objections, answering objections and moving toward a series of closings in the form of choice points, ending with a final closing.
- The way of finishing a sale (order blank and method of payment) should always be conveniently available.
You can turn your business website into your best sales person. Business websites that sell are like selling traps. They are designed in the form of a “sales funnel.”
First of all, development of the effective business website can not stand alone. The website must be part of a selling system that starts with the slow building of credibility and reputation. Participation in online business starts with becoming part of the online business community.
Start by looking for places to post blogs or comments that establish your authority and your business credentials. Join relevant business forums and discussion groups. Open a blog on a blog site. This will have potential customers looking for you and increase your rank on the search engines, so that your website will be easier to find. Your blogs should be informative and interesting. They should not be pushy or sales oriented, although you will want to link each blog or article to your landing page.
The power of inbound marketing is the incremental building of your reputation along with the search engine effectiveness (SEO) of your website, the ease with which customers can find your landing page, for this you could use the help of a SEO company online as Tom Johnson, which has multiple addresses in different parts of the country.
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In today’s world, it is more important than ever to make sure your company’s name and brand are burned into people’s consciousness. The internet has made it imperative that your brand is immediately recognizable by likely consumers, and accurately linked to a particular product or service. Therefore, brand awareness is a prime objective of a large portion of advertising and marketing.
Many, when thinking of branding, will likely look towards the most obvious. These are things like a domain name, logo design, or even their website layout. However, one should not neglect different and more creative customer interaction points.
1. Unique Login or Sign-up – Use your login or sign-up pages as a creative space to express your brand. Consider how a company that uses a dinosaur motif to jazz up their website. Scroll over their “login” button and the word changes to “RAWRR!”. It is silly, but also memorable, which is extremely important for an online form builder.
2. Show Off Your Customer Service. – Many companies believe their customer service as one of their best attributes. Nonetheless, customer service may not be an intricate aspect of brand awareness. The online retailer Zappos allows customers to actually wear shoes for a year with a full money back guarantee. However, to drive their customer satisfaction message home, they place their 24/7 customer service hotline at the top of every page.
3. Begin with Transparency – Consider the website of the serial entrepreneur, David Oralevich. Rather than hiding behind a brand image or logo, David places himself front and center within his website design. Many businesses keep images of proprietors or staff to a small profile photo on an about page or not at all. Pat’s approach is more personal and authentic.
If you would like to talk about imaginative methods to build your business brand, or need more information, please contact us.
White space (also called negative space) is critical for effective website design. However, many companies want that empty space filled. But it is that empty space between elements that creates a real impact. It is the responsibility of good website designers to explain to clients how white space creates the proper tone and improves usability.
What is white space? In very basic terms, it is the space around website elements. While this is the most valuable part of a website design, many perceive white space as wasted real estate. Yet, when used correctly, it can transform a website design, helping guide visitors deeper into the sales funnel and increase conversions.
Effect of White Space in Website Design
1. Legibility – Readability and website usability go hand in hand. Proper spacing of text, paragraphs, and content elements will help visitors read your content.
2. De-Clutter – When a website design is cluttered and busy, your visitors can easily become distracted or frustrated. White space will help visitors stay focused and improve navigation.
3. Highlighting – Surrounding call-to-action buttons with white space is an extremely effective highlighting technique. This ensures your visitors understand the next step, which can be to sign up, buy now, or share.
4. Balance – When there is too little white space, it causes the website design to appear disorganized, which becomes a reflection of your company. However, too much white space is a result of too little content and limited user guidance.
Ultimately, white space is for improving a website’s overall appearance and usability. The goal is to create a web design that is easily understood and navigate. Moreover, when a website is not filled with clutter, information is more effectively delivered.
What haven’t we covered yet that is important to you? If you would like to talk about the importance of white space in website design, or need more information, please contact us.