Strong Branding: Is Your Brand Letting Your Marketing Down?

Strong Branding: Is Your Brand Letting Your Marketing Down?

Strong Branding

You are active on social media, have many visitors on your website, and feel like you are doing all the right things to market your business, but you are not reaping the benefits. Does this sound familiar?

Why is this happening?

The chances are you need to go back to the basics and look at your brand. In this article, we will uncover what a brand actually is (it always surprises us how few people know what a brand is) and what makes a strong brand. From this, you will be able to make a real success of your marketing efforts.

Let’s start by looking at what exactly a ‘brand’ is

Many people may think of ‘logo’, ‘company name’ or ‘visual identity’, but a brand is so much more than that. It is beyond what just sits on the surface. There is a reason the brands ‘Heinz’ or ‘Ford’ have been so successful, and it isn’t only because they have a strong logo and visual identity (although that helps).

A brand refers to every experience that affects the customer relationship between a product or service and its buyer.

This may be a scary concept that EVERY experience affects your brand, but it is true. From how you present yourself on social media, your user journey on the website, your team answer the phone, the way your product is packaged, the list goes on….

So, how do you make a strong brand to maximise your marketing efforts?

One exercise we do with all our clients is to review your entire customer journey. Pinpoint where people can find your brand (social media, Google, etc) and then map out each step of the journey to purchasing your product or service. It doesn’t stop there; how about after-sales or account management?

At this point, you should be thinking, what could be improved at each step? Are you proud of that step in what it says about your business? If not, then you should iron out the creases and make some changes. These changes don’t have to be huge, they can just be tweaks such as making the process a little simpler, more efficient or enjoyable for your prospective customers.

Here are some key things to look out for at each step to reap the benefits of your marketing efforts.

Messaging & target audience

  • Are you speaking to the right people who want to purchase your product/service? Unless you are Heinz (and have their marketing budget!), you should try and focus on 2-3 key target audiences rather than everyone and anyone.
  • Once you have identified who you are targeting, focus on how you speak to them. The tone of voice, interests they may have, and pain points you can help overcome. Think about how they can relate to your brand and think – ‘I like this company, so I want to work with them.’
  • This messaging must translate to your social media, website and other marketing efforts.
Strong Branding

Visual

  • How your brand looks is still very important to strengthen your marketing efforts. For example, you can say all the right things, but if they aren’t visually appealing or the formatting is off, the chances are they won’t be successful.
  • How your brand looks visually is also important to stand out from competitors and align with your values. If you say you are innovative, ensure your logo or colours don’t make you look old-fashioned.
  • Our top tip is to ensure your brand looks visually consistent EVERYWHERE. One key way your brand can let down your marketing is through inconsistency in fonts, colours, and styling. A strong brand always looks the same and is very easily identifiable.

Here are some cool brands we have worked with to help their internal brand SING externally.

Strong Branding
Strong Branding

Website

  • Ask yourself, how easy is it for people to purchase from you or get in touch?
  • Your website may not be doing what it needs to because of your customer journey – which is a key part of the relationship you build with new prospects and, therefore, a key part of your brand. If prospects find it difficult to find a product, check out, or navigate to what you actually do, this can cause frustration, and immediately, you have broken down that relationship. And guess what? It’s so hard to rebuild a broken relationship.
  • An example of this is Amazon – they have become the go-to brand for service and delivery, all because their website and service delivery are unparalleled.

Visit some of the websites we have recently designed and developed and check out our recent article on website design trends.

Strong Branding

Now that we have established the key considerations for a strong brand from which your marketing efforts can flourish, you can decipher which channels are best. Think about where your audience is spending their time. Don’t focus on Facebook if your audience is younger, and likewise, don’t focus on TikTok if your audience is older.

Once you master the above, it should be smooth sailing and of course, if you do need more support, we are always here 😉

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Written by Suzanne Walter

Senior Marketing Manager

Suzanne is our Senior Marketing Managers who works closely with clients to help realise their business goals and ambitions with a strategic marketing approach. Integrating herself into the client’s businesses, she works from start to finish to ensure the marketing strategy and plans are delivered successfully and effectively.

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