The majority of businesses have an online presence that allows potential customers to interact with the brand in some way; the most successful ones certainly do. To stand out from the competition, you must embrace all the tools at your disposal. When you approach a brand consultancy to help raise your profile, there are some key points they will consider.
Highlighting your awards or accolades gives people confidence and adds credibility to your communications. If you’ve been praised for customer service, innovation or quality, it’s always worth shouting about.
Potential customers want to know that your former customers have been satisfied with your service. This can be achieved through customer testimonials, as well as by allowing users to review and rate their customer experience.
Place additional resources at your visitors’ disposal to give them more reason to return to your site, making it more likely that they’ll use your services. Resources to consider might include downloadable information, document templates or links to other resources.
It’s important to ensure you communicate your proposition in a clear fashion; try to avoid jargon or technical terminology that might be a barrier to some. A website shouldn’t be used as an opportunity to demonstrate how many of your industry’s buzzwords you know, but rather as a place for you to demonstrate what you can do for your customers.
Social media stats
Social media channels can be really effective communication tools. Including links to your social media accounts can encourage engagement through a number of different platforms. It’s important to be smart with social media tools, they need to be used productively — there’s no point in having a Twitter account that’s inactive.
If your business works with a digital agency, it is important to consider all of the points above. Having a clear understanding of the essential tools for brand communication will give you the confidence to engage with an agency that can help you to achieve your vision.
When it comes to the world of commerce, you’d be forgiven for thinking it’s all about that bottom line. Making a sale and moving on to the next one is the name of the game… right? Wrong. Now, more than ever, having consumers actively engaged with brand advocacy and loyalty to their favourite retailers (whether on or offline) is what almost all businesses should be aiming for.
Keep ‘em coming back
Repeat custom is almost always more valuable in the long run than one-off purchases — just ask Amazon, one of the biggest companies on the web and one that sees the most return custom. The reason? You could say it’s a matter of pricing and customer service, but really what it boils down to is having customers who become brand advocates. Apple is another great example of this; ever heard anyone say ‘You need to get the new iPhone’? That’s brand advocacy in action.
Who benefits from generating advocacy and loyalty?
Just because the world of business is heavily focused on the web, there is no reason for non-online companies to assume this can’t work for them. It’s a concept that’s as old as the hills. Even if you’re a butcher in a small village in the middle of the countryside, by having a strong brand identity and actively engaging customers, you’ll keep them coming back. In the case of online retailers and large commerce companies (like supermarkets or high street clothes shops) garnering loyalty can be a different animal — in such cases loyalty schemes can be very useful.
Build your brand, build your business
If you’re scratching your head and wondering how you can cultivate loyalty for your business, it may be a good idea to think about hiring a branding consultancy. By working with specialists, you can find new innovative ways to create loyalty within your client base. It is always a good idea to do your research and look at how the top design agencies help define their clients’ brands. Their websites are full of case studies and examples of their work, so don’t hesitate to check how they approach brand building.
Whether you end up deciding to create a mobile app with a ‘points’ incentive for repeat custom, or you simply engage a branding consultancy to help you, every step is a strong one. The first is understanding the importance of brand advocacy in the modern age, the second is making it happen.
There are lots of companies out there that have yet to truly embrace the digital age. Is yours one of them? Start to plan for the future, today. Planning ahead involves looking at the different design services out there and finding an experienced branding company that you can work with on a long-term strategy to deliver your goals.
Bring your brand to life
Brochure-style websites are no longer effective. The truth is, they’ve never really been effective. If you’re not willing to put the time and effort into developing an engaging website, your competitors will. As internet connection speeds get better across the UK — and the world — visitors are becoming accustomed to media-rich websites that “wow” and impress them in equal measure. You can’t just build a website for your brand, you need to build a website that personifies your brand. You need to bring your brand to life!
There are lots of ways to bring a brand to life on the web; you can employ the use of quirky graphics or a professionally produced video on your homepage. You can also bring your brand to life through the website’s layout and the vibe that you create on the site.
It’s important to remember that your website is an extension of your existing brand, it’s not a separate entity. Your website should personify your brand, but it also needs to remain consistent with the rest of your brand’s identity. Striking the balance between giving your brand a personality and remaining consistent across the board isn’t difficult, we have lots of experience when it comes to offering integrated branding services.
Is your website still current?
Web design trends are evolving constantly. Even if you have embraced the digital age by investing in a website, it’s important to ensure your site remains ahead of the curve. Nowadays, a website is a strong reflection on a brand itself. If your website isn’t up to scratch then it could be harming your brand’s overall image, as opposed to enhancing it.
As we offer a range of branding services across many channels, we know what it takes to give a brand a personality online, a personality that visitors resonate with. Have you hired a branding company yet?
Success depends on more than just a great product or service. If you’re going to knock the socks off the competition then you need to build a brand that stands out in a crowd for all the right reasons. And that means consistent application across all media channels.
The brand development process is a series of steps that will first identify your brand values and define your proposition. Through consultation and research we develop an approach to messaging and a visual language that will create the overall brand identity. Once those elements are in place we can generate creative ideas that will inspire your audience, alter perceptions, change consumer behaviour and drive genuine business results.
We have compiled this list of useful tips to help you develop a successful brand identity:
Tell a story:
To begin with, define the story of your brand. Find an angle that strikes a chord with your target market. It’s important to convey a sense of how your organisation evolved so people can connect with the brand on an emotional level. Make sure this story is echoed throughout your communications and across all touch points; convey the challenges you’ve encountered, your hopes and future aspirations.
Make it unique:
Differentiate your brand from the competition. Make sure your brand identity is unique and resonates with your audience. Use an appropriate tagline and or mission statement to support your value proposition.
Developing a consistent approach is crucial to building a distinctive and recognisable brand image. Make sure this remains consistent across your website, social media pages, product packaging and event materials, not only visually, but also with regards to the content and tone of voice. This will all help to develop brand recognition and increased awareness.
Make it memorable:
As most of us are bombarded daily by a vast amount of information and images, brand recognition is crucial. The main ingredients to achieve this are differentiation, consistency and the selecting the right platforms for your brand.
Develop your brand’s personality so that it contributes to better recognition. Associating character traits to a brand will help people relate to it. It’s important to spend time looking at your audience and understanding their values, beliefs and lifestyle choices.
Clear and unambiguous:
Your brand identity must be professional and unambiguous. Customers and prospects should be able to recognise your brand through its logo and tagline, even use of colour and context. Keep it simple and avoid conflicting elements that may cause confusion.