Fascinating Branding Tactics that Inspire Growth

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Fascinating Branding Tactics that Inspire Growth

 

Branding is about growth. You have to have a brand that resonates with consumers, captures their attention, and helps you reach your target audience. But branding isn’t created overnight. It takes some serious work to make sure a brand reaches its full potential. 

Branding involves creating a unique image for your company that will set you apart from competitors and establishes you as the industry leader. Many people think branding is just about creating a logo or slogan, but it’s so much more than that. Branding includes everything an organization says and does, including its marketing campaigns, products, services, advertising, public relations activities, and even employee behavior. A strong brand strategy can help you gain market share by effectively positioning your company in the minds of consumers. Branding isn’t just for big corporations; it’s something small businesses can use to their advantage as well. One of the ways to successfully build your brand is through branding tactics. You need an awesome logo, business cards, a seamless customer experience, emails, follow-ups, testimonials – there are a lot of things to focus on to get the best out of your branding, and it can be overwhelming. Here are a few specific tactics that will help your business reach consumers on a deeper level.

 

Know your Audience 

Understanding your target audience is crucial to the overall success of your brand. There is nothing more fascinating than knowing your target audience, what they want, and why they want it.  It’s important to communicate consistently and clearly with your audience to build a positive brand that will attract new clients and grow your bottom line. Your ultimate goal is to appeal to and retain customers by creating value in their eyes and developing a relationship based on trust and mutual respect. Here are a few steps you can take to get to know your audience better.

Create audience personas. One of the first steps to knowing your audience is to reflect on the people your brand interacts with. An audience persona is a representative customer or it represents the people you want to target in your for-profit or nonprofit endeavors. If you know who your target audience is, then the next step is to figure out how they think, what their goals are, and what their pain points are. This way, you can address your product messaging directly toward them. Establishing specific audience personas can help your whole team make better business decisions. They give you a shared vocabulary for talking about your target audience, which reduces confusion and improves decision-making.

 Audience personas can be created through interviews, surveys, and market research. You can use the data gathered to influence your messaging, marketing as well as direct conversations with your prospective buyers. Use direct quotes from your interviews that truly show what your personas are most concerned about, who they are, and what they want. This will help you connect with prospects on a deeper level because they will feel like you truly understand them. For example, nonprofits think about their communities, audiences, and stakeholders differently than for-profit companies, so it would make sense to tell audiences how your business plans to make a positive impact on the community. However, all consumers are still consumers, and there should be more similarities with the process of creating audience personas for both groups. Since all organizations have growth goals, it is worthwhile to take the time to know your audience.

Define who your audience is. It’s very easy to define someone by what they do, but it’s a lot more powerful (and accurate) if you define them by the problems they’re trying to solve. Instead of using what people do to try to define them (i.e. investor, designer, or writer), describe their impact—what problems are they trying to solve? This enables people to get to know you not because of what you do but because of what you care about. Understand that your messaging will not be the same for every single one of your audiences. Be very specific with how you talk. Get in the habit of inserting personalized messaging that clearly communicates your information to the right audience. At the same time, it is critical to truly understand who you are marketing to and who you are not. For example, the way that you speak to an audience that has purchased from you before is not necessarily the same way you will speak to an audience who has not yet bought into your services or products. This is where segmentation comes into play. Putting your audience in specific categories will help you meet them exactly where they are. This will affect your language and other communication. However, being this specific will also help your audience feel seen, understood, and heard.   

Conduct target audience interviews. So, you’ve created a useful product or service that solves a problem for a target audience. However, how do you know that your product or service will be a big hitter or a dud? The truth is that you won’t know unless you ask the right questions to get feedback from your target audience and prospects. Yes, it can be time-consuming to gain this information, but it might just be the deciding factor as to whether your product or service takes off or not. After all, who knows what the audience wants better than the audience themselves? Reach out to your current target audience and your prospects to get feedback about your products or services and to find out more about who they are and what their pain points are. Gathering this valuable information can help you create the types of products or services that will solve the issues your people are facing. Getting this right can cause both your current audience and prospects to invest in your products and services without any hesitation.

 

Create an Unforgettable logo

Creating a memorable logo requires more than putting options on social media and asking ‘which one is better?’ Crafting a strong logo is about combining human psychology, brand values, and brand voice into one visual. You need to know how to use color, shape, contrast, size, and direction with negative space so your logo is meaningful and stands the test of time. Whether you enlist the help of a branding agency or go the DIY route, you want to create a logo that people will always remember even without having your brand’s name attached to it. Your company’s logo is one of the strongest ways to build brand recognition and gain consumer trust. Let’s take a look at a few key factors you should consider when designing your unforgettable logo.

Simplicity.  One of the most important factors of creating an effective logo lies in its simplicity. If your logo is in your face with flashy colors and complicated shapes it can be difficult for viewers to remember, especially if they are trying to picture the logo placement on their company shirt or other marketing materials. When designing your logo, remember to keep it clean and simple. This will be much more impactful, and it will give your audience a better understanding of who you are.

Originality. A great logo design may look simple, but it should also contain elements that are easy to remember. Think about designing your logo in a way that everyone will notice it at first glance, but won’t get tired of it after seeing it multiple times. It must be original, special, and have a relevant message or value attached to it. The best way to achieve all these characteristics is by following the tried-and-true principles of art. Stick to a simple, yet powerful color palette and stay away from using clip art. Creating a logo that is unforgettable will take time so be patient with revisions, as they are a part of the process. 

Logos can be amazing pieces of art that work for the businesses who use them. However, that isn’t what draws our emotions into a logo. Creative logos grab our attention because we see an evolving story unfolding in front of us. Logos don’t just present a smiley face to look at and ignore. They transmit ideas, stories, and emotions we relate to. And if we relate to them, we will remember them and ultimately buy from the company that owns its design. Don’t be afraid to experiment with colors and different designs. Even using different shapes and gradients can take your logo to a new level.

 

Use influencers for Marketing

An excellent way of marketing and getting more customers is by using influencers on social media and in your company’s blog, website, and even in print ads. As long as they have a significant following, these people can help spread the word about your business. If they use any of your products or services and share it on their blog or social media pages, their followers will be intrigued enough to check out what everyone’s talking about online. Many marketers need a way to boost their brand, and they turn to influencer marketing in hopes of doing just that. 

How exactly does an Influencer boost a certain brand?

You might be surprised to know that there are many different ways in which this can happen.

Here are three examples of how influencers can help brands:

  • They Share Content.

One big way that influencers can help brands is by sharing content about the brand. This can include things such as blog posts, videos, images, infographics, etc. By sharing something on their own social media accounts or website blogs, an influencer can help get your message out there and into the hands and eyes of people who otherwise would never have seen it.

  • They build trust.

Another reason why influencers can be so powerful is because of the trust that they have with their audience. Influencers who have built up a following over time can use their influence to spread your message and also convince their audience to buy what you’re selling or use your service. A marketer once said, “When you partner with an influencer who is aligned with your brand’s values and mission, you build powerful one-to-one relationships with consumers.” Influencer marketing helps build these powerful one-on-one relationships

  • They’ll open your eyes to new demographics.

Influencers can introduce you to demographics that you might not otherwise reach. For example, if you’re selling skincare products, it makes sense for you to partner with beauty bloggers who have large followings in the age group or gender that your product is intended for or who can help connect you with users in that demographic. 

Consistently engaging in a few branding tactics will have an effect on the overall growth of your business. Decide ahead of time on the length of time you will try out these branding tactics. For example, you may want to set aside 6 months of focused efforts before determining if these specific tactics are influencing the growth of your business. Testing out specific strategies and tactics is necessary to achieve accurate data.

At the end of the day, we all want to grow. If you need help creating the perfect logo, getting to know your audience, or finding the perfect influencers to help boost your brand, contact us and we’ll be happy to help! We love providing creative solutions, and no project is too small (or big!). We can’t wait to hear from you and help you grow your brand.🍑