20 Oct Branding Basics
There is more to business than establishing a company name and selling a product or service. Successful businesses become well-established brands that stand for so much more. Some sources define a “brand” as a product or service from a specific source, while others refer to them as intangible identifiers of a specific company. Regardless of the definition, it is important to understand that branding is an important part of marketing and a successful business.
When discussing a brand, it can be important to understand some of the many facets of branding. These include encouraging brand awareness, supporting brand recognition, and fostering brand trust. In doing these things, a company can strengthen their connection with prospects and current customers alike.
Encouraging Brand Awareness
Brand awareness refers to a customer’s knowledge of a business and correlation of the correct products to said company. A successful brand awareness campaign will leave consumers with a clear idea of what a business can offer. Not only does it refer to recalling the name of a company, but the general feeling of the business, information about its products and services, and other experiential details (source).
For example, when someone sees and advertisement for a brand that has created a humorous persona for themselves, consumers will expect that voice within the ad, and it will elicit certain feelings about the brand going forward. Radio advertising is a great method of encouraging brand awareness because it is an affordable way to give your brand individuality while prospective consumers are in their car, at work, or at home.
Supporting Brand Recognition
Brand recognition refers to the ability of consumers to identify a specific brand by its attributes (source). A great example of this is Nike. For the most part, if people hear the slogan of “just do it” or see the iconic check mark logo, they know exactly what the brand is without even hearing or seeing the brand name. Once a brand is easily recognizable, they are often top-of-mind in prospects that are looking for products or services offered by the business. This could lead to a higher conversion rate.
Maximizing organic social media presence is a great place to start when supporting brand recognition. By creating a consistent voice and reputable content pertaining to a specific industry, consumers can look to these social platforms to get an idea of what a brand stands for. It can be important to stay consistent with creative style, fonts, color schemes, and voice. This ensures easy recognition going forward.
Fostering Brand Trust
Once prospects are aware of a brand and recognize their branding in the mainstream, it is equally important to foster brand trust. Why should people trust the company and their products/services? When a company provides superior products and services every time, it can instill a sense of trust in consumers. Even if there are mistakes made, how the brand handles every interaction can be extremely important in building a relationship.
Reputation Management is extremely important in fostering brand trust. In fact, 53% of people say that brand trust is second only to price – making the trust you instill within consumers an extremely important part of a marketing plan. Asking for reviews and honest feedback can be a great way to connect with customers. It can also create a lasting relationship of trust to promote future conversions.
Branding Your Business with Media Venue
Regardless of where your business stands in its brand journey, Media Venue can help. We can utilize a wide variety of both traditional and digital marketing mediums to help you encourage brand awareness, support brand recognition, and foster brand trust. Contact us today to get started!
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About Our Blogger
As Media Venue’s social media manager, Michelle Dunaway has her finger on the pulse of the constantly-evolving social landscape. She has an extensive background in both creative and technical writing. Coupled with her experience in the marketing world, she has a dedicated interest in keeping up with industry trends. Researching and writing about best practices in digital marketing allows her to utilize these practices to serve her clients.