Your brand is what your company is perceived to be – not necessarily what it is: Companies’ brands are increasingly defined online. If there is no explicit measurable definition of what your company wants its brand to be or no plan to achieve, maintain and monitor it, your company’s business success is largely pure chance. The brand areas where companies benefit from our services are:
which can be created, enhanced and spread using tools such as display advertising (traditional or social) and social networking
Beginning with assistance in defining a company’s USP and leading to the creation and implementation of a complete online marketing strategy. The latter may well require assistance on activities such as resilient SEO (achieving high natural search/organic rankings) and search advertising
Nowadays content is the top driver in determining a brand’s authority. This can be textual, pictorial or video – depending on the market. But success does not just require content: It requires that content to be published regularly, to be unique and highly valued and to be used in a way that gains traction with the market. Our clients online authority benefits from us being specialists in content marketing and social media / networking / selling.
If you feel that your company is lacking in any of these areas and it is your responsibility to correct this, give us a call on 01494 440019 to discuss how we could help you correct the situation.
A good measure of brand awareness is how many people in your target market know your company name and know a reasonable amount about what your company does and where.
It should be an initial target of all new companies to achieve adequate brand awareness within their target market. Equally companies expanding into new geographic areas or launching new products / services often face the same challenge.
For new companies or established companies expanding into new geography, display advertising is often a good approach to achieving brand awareness:
- If your prospects are likely to visit specific websites, display marketing can be an affordable online method for achieving brand awareness – particularly since pay per click (rather than the original pay per impression) is now available.
- For B2C companies where the demographics of their likely customer is known, social display advertising in Facebook may be a good approach
- For B2B companies, where factors like size and industry / industries are clear, then advertising in LinkedIn (perhaps promoted updates) may be the best approach
For companies which sell products or services and even not for profit organisations, such as charities, being well known by your target market is of great value. But even more important is what you’re known for: That includes, but is far from limited to brand reputation.
Brand building is defined in www.businessdirectory.com as “Enhancing a brand’s equity (see brand equity) directly through advertising campaigns and indirectly through promotions such as cause championing or event sponsorship.” But we view it as far bigger than that: It is the activity of creating and maintaining your market’s perception of what you provide and how it is to do ‘business’ with you – in particular it’s their perception of your unique selling proposition (USP) or unique value proposition (UVP).
Hence it becomes clear that:
- the first step is for all members of your company to know and believe in its USP / UVP
- your USP / UVP must be valued by your target market
- all market visible actions and performance can impact the success of your brand building
- a crucial word in the definition of the requirement and the measure of success is ‘perception’
The word ‘unique’ can cause a mental block and consequently we often find that companies initially say they don’t have a USP / UVP. But given that they have some customers, that clearly isn’t the case. The question is what combination of factors is it that defines what you provide that causes a purchase.
|– price||– reliability / durability||– repair||– service|
|– geography||– guarantees||– design / features||– optional extras|
|– availability||– flexibility||– green issues||– ethical issues|
|– size||– weight||– speed||– colour(s)|
Makes and models of cars are a great example of suppliers providing products with different UVPs to match different prospects.
Search engines cannot measure how strong your brand is in terms of your actual offering. They can only measure how the world reacts to you online – how much does what you say online detectably impact your market (comments, mentions, shares, likes and +1s). Can they detect regular activity by your company or do you appear to be dormant? These sort of factors impact your search rankings and the perceptions of your market – ‘out of sight, out of mind’.