What strikes your mind when I talk about Google, Nike, or McDonald’s? You thought it right! It’s the brand! These companies have created a niche for themselves in such a way that their name itself speaks for their brand. They are identified by their brand and their awareness has spread across the world like wildfire.
Products don’t speak for themselves, brands do.
When we think about Nike – The U.S. sporting goods giant, they don’t just talk about shoes, they talk about hard work and human achievement. And, if we consider Apple, they don’t just talk about smartphones, they talk about design and creativity. If we take IKEA, they don’t just talk about functional home furnishing products, they talk about creating a better everyday life. The underlying fact is that these brands talk about something other than themselves that’s relevant to their customers in an entertaining or alluring way.
In this digital age, creating a brand identity that significantly increases the future market visibility of the brand is quite essential. It is equally important to build a brand identity that customers will never forget. If you want to stand out and excel in the ever-evolving competitive world, here I am with this blog to assist you on the steps to build a magnetic identity for your brand.
1) Understanding the target audience
The truth is, when it comes to the target audience, it is not always an easy task to determine what the customers want and need. Successfully determining your audience’s wants and needs is a clear indication that you connect emotionally and really communicate with them.
How to determine needs and wants?
There are many different approaches that exist to determine the target audience needs and wants. But before that, an emotional and human connection with members of the target audience has to be created. This is done through the following methods that are highly recommended.
a) Go to their territory
When you want to build a relationship with the target audience, your office is not always the best choice for the venue; you need to go to the territory of that audience. You cannot determine everything accurately from where you do business and you need to move out of your comfort zone and make the people you meet more comfortable. When you engage and interact with them, they will surely be much more open to suggestions and dialogue.
b) Listen to your audience
The problem with many business managers is that they do not actually understand marketing. Understanding what your users want and what excites them about your services is a key step that is often overlooked. To pass the test, a relationship with the target audience has to be established which is made possible when you act as a partner instead of as a salesperson. Like many business managers out there, do not make the same mistake of only speaking instead of listening. Listen intently to the needs and wants of your target audience, and by doing so, you will also pick up a lot of potentially valuable information that you may be able to use to become more successful in the future.
c) Ask questions
Branding efforts mirror your services, so, you must plan it after taking the views of your targeted audience into consideration. The best possible way to find out more about what the audience wants is to simply ask. And, the best way to ask is organizing surveys and polls. By doing so, your target audience will see that you genuinely care and you can learn as much as you can about that audience.
2) Track your social presence
While social media gives businesses an unprecedented opportunity to connect with customers and prospects, it’s very important to track and monitor social media metrics. You must be thinking, why should I bother tracking social media? You’ve already been given expert advice for getting started on social media. But now is the time to track the social media strategy you’ve implemented. And here’s why:
a) To know what works and what doesn’t
The sole purpose behind measuring the activities on social media is to enable businesses to figure out if what they are doing is working or not. It also helps businesses find out if what they’re doing is fetching them any positive results and learn what more can be done in order to set themselves apart.
Tracking key social media metrics like comments, shares, likes, retweets, etc., can shed light on what’s working with your audience, what’s not, and how you can tweak your strategy to improve your results. It also helps you to gain valuable insights regarding your posts – the best time to post, the right frequency to post and the type of content that works best (photos, links, videos, etc.)
b) To know what networks you should focus on
Having a social media plan across various channels like Facebook, Twitter, LinkedIn, Google+, Instagram and Pinterest promotes your business, increases your reach and makes your business more accessible. Not all platforms perform well for your target audience. Hence, it’s better to focus only on those two or three platforms that perform the best to give you the desired results.
c) To see where leads/customers come from
It is very important that you embrace the idea that you can learn a great deal from those social media networks that bring in most of your leads and customers. Put more of your marketing efforts to that one or two networks and convert. Also, take what has been working on that one network and use that same strategy toward other networks to see if you can get the same results. Once you start coming across a number of leads on networks such as Facebook or Twitter, keep track of them.
d) To set goals and meet them
If you’re not taking time to track the results on networks such as Facebook, LinkedIn or Twitter, then all your marketing efforts are in vain. Track your results on social media like the number of likes on Facebook, followers on Twitter and LinkedIn, comments on Instagram photos to set business goals. Keep track of how those goals are being met and how the strategy implemented benefits your social media plan.
3) Deliver audience-friendly content
Content has always been a stronghold to businesses that made their foray into digital marketing warfare. With many competitors in the battlefield, it’s very important to survive in order to stand out. Audience-friendly content is the only weapon in the arsenal that combats attacks. Producing original, unique, and authentic content that focuses on the user can give you a strong online presence that benefits your business for years to come. Develop content that speaks with your customers and tells them about the value your brand holds. Your content should update your customers to make informed choices, which prevents them from moving to a different brand.
Brand identity is different to brand image and a strong brand identity helps the audience differentiate you from your competitors and can positively influence their purchasing decisions, directly impacting your profitability. If you need assistance to build your brand identity and connect with your target audience effortlessly, ThoughtFolks team can help you build your reputation and attract the right clients for your business.