Protect, Promote, and Propagate your Brand
Everyone knows the recipe for a successful brand includes carefully defining what your business represents and delivering that message every time. Whether you are selling a product, a service or both, your brand must convey, “Hey, this is who we are and this is what we will do for you.” The stronger the brand, the greater connection to consumer purchasing. This is why companies invest heavily in protecting such an intangible, yet crucial part of their business.
Build a Strong Brand
The ultimate goal of any organization is to build a strong brand and SELL IT.
Top 8 strategies to craft a successful brand.
- Define your target audience
- Get to know your customers. Learn their language, challenges, needs, etc…
- Design a logo and create a tagline
- Define 1-3 value propositions. No more than 3. You don’t want to be too broad in scope.
- Craft a positioning statement. This is your holy grail.
- Determine a consistent voice and test it to make sure it resonates.
- Tell a compelling story. Stories are memorable.
- BE CONSISTENT!
Keep this in mind. A strong brand works like a symphony. If a single instrument is off, the whole symphony is off. That said, all your marketing initiatives must hit all the right notes.
Protect Your Brand
Naturally, as you grow, your brand touches more marketing channels, employees, and partners.
Take a big corporation for example. They must make marketing materials available to those in charge of promoting the brand (sales teams, marketing groups, franchisees, and partners) while keeping their brand integrity.
The brand is the most valuable piece of your organization and without proper care and attention, it could become damaged.
Here is how to make your brand available to those in charge of promoting your brand without losing consistency.
- Bring your entire marketing portfolio under a single web based storefront that handles any type of product including print, apparel, promo and digital.
- Configure what creative elements can be modified such as text and images and which ones need to kept locked down such as logos, taglines, pricing and more.
- Implement advanced approval workflows to dictate what marketing assets need approval before heading out to production.
Promote and Propagate your Brand
Marketing campaigns can be a ton of work. But at the core of any marketing campaign should be your message and value preposition. Whether the campaign goals is brand awareness, sign-ups or sales, make sure everyone on your team has a clear understanding of what you are trying to achieve and follows messaging guidelines for optimized results.
Don’t make promises you can’t keep.
Your market’s main relationship with your company are the products and services they consume, you need to make sure those products deliver what you promotional activities promise. No amount of branding will save you if you let down your customers.
Successful branding will yield brand awareness, loyal customers and ultimately repeated customers.
Here is a list of what prospects normally go through before becoming customers. How they pivot down the brand adoption funnel changes from company to company.
- Awareness
- Interest
- Consideration
- Evaluation
- Purchase
- Loyalty
- Brand Ambassador
Branding is easily one of the most important parts of any company’s success. When we think of a “brand,” many of us simply call to mind iconic companies such as Coca-Cola and Apple or perhaps just their logos. But the truth is your brand should entail so much more and, by extension, branding does too.
Find out how propago can help you better Protect, Promote and Propagate your brand.
