If you have been trying to make your product or service stand out in the marketplace, you have probably already discovered that brand voice or branding is not easy to master. It is a broad term that covers many different facets of marketing. It means utilizing multiple channels to enhance the visibility and identity of your business.
Here are some helpful tips to remember when defining your brand:
- A memorable or unique logo and packaging, which may require rebranding
- Memorable or unique surrounding language, which may require rebranding
- Visibility through enhanced digital marketing
The important question to ask before tackling branding is this: If there are hundreds of companies offering the same product or service I am offering, what will make my product or service stand out?
Brand Voice Through Logo and Packaging
Products and services stand out when they offer something desired or needed to clients, but it is also important for clients and potential clients to be able to differentiate your products or services from similar products or services in the marketplace.
Sometimes logo and design appear to be simple, but experts will tell you that there is so much more that goes into designing a logo to match your brand. Here are some creative logo examples that major companies use to include hidden messaging to their customers.
We all recognize a certain company that manufactures computers, tablets and cell phones, for example, because of the unique logo. We would recognize their products anywhere even if the word apple was omitted from all future advertising. Moreover, the logo and name have nothing to do with the offered products. This is a unique approach to brand voice.
In 2002, Reebok ® changed their logo despite worldwide recognition and few people noticed, but sales climbed.
This type of brand voice or rebranding is not brought to market lightly. Marketing experts know how to create and utilize logo and packaging. Branding or rebranding is never something that businesses should do without utilizing the expertise of professional marketers who have successfully branded or rebranded a plethora of companies.
Branding Through Memorable or Unique Language
The language surrounding your product or service should be confident but not arrogant. You want the client or potential client to feel your confidence. You want users to believe you. You understand the clients' need or desire, and you are confident that your product or service will fill that need or desire. It will enhance their business in the desired way and exceed their expectations.
The text surrounding your product or service, including website content and blogs, must be concise and consistent. For example, rather than writing that your product or service "may" help a client's business, write that your product "will" help, and then explain why in concise and confident language.
Branding Through Enhanced Digital Marketing
Technology is the way forward for every business, and strategic digital marketing is crucial. In other words, it does not matter how superior your product or service is or how perfect the logo and surrounding text; if your product or service is not seen by potential clients or other businesses, an amazing logo and tagline have no power.
A far-reaching digital footprint matters. For example, some businesses experienced an 84% increase in sales for products promoted through social media, which should always be an extension of your website and a large part of your digital marketing plan.
Branding through enhanced digital marketing must include:
- Copywriting and content development
- Competitor analysis and tracking
- CRM integration
- Lead capture
- Lead generation
- Lead nurturing
- Lead tracking
- Marketing automation
- Push notifications
- Reputation management
- ROI tracking
- Social media marketing
- Search engine optimization
- Website speed
It is important to make your product or service visible to as many prospects as possible through strategic digital marketing initiatives. In other words, your service or product is in front of potential clients, and now you have to capture those potentials and turn them into paying customers.
Remember Reebok ® did this successfully in 2002.
Companies that have been around for a while often need an overhaul to keep pace with industry trajectory, which relies heavily on digitized optimization. Sometimes re-branding requires minor enhancing to what you have already built for the digital age.
Are you experiencing the growth that you would like to experience? Are you surpassing your competitors? If not, it is time for an overhaul, a multipronged approach to getting your company in front of more businesses that will become customers.
At Synchronicity, we have helped hundreds of companies succeed through branding overhauls, branding voice optimization and precise digital marketing. Contact us for more information.