A solid ROI-focused branding strategy should be the core of every advertising and marketing campaign. Without a proper branding strategy, a company’s content will be all over the place. It can be confusing for your audience and they won’t be able to get to know more of you because they’ll always encounter a new version of you.
It is important to identify what makes your brand identifiable and unique from others. It’s also important to determine the elements of your brand to be consistent across multiple campaigns.
But what does it mean to have a branding strategy that will flourish in 2022?
Let’s find out!
Understand your target audience better
This is the first step in creating an ROI-focused branding strategy. To be effective in branding, you must understand the people who will be receiving the message you’re going to send.
Identifying your target audience will help you curate a brand that will resonate with them. Here are a few questions that you should be asking yourself in this process:
- Who are your customers?
- What are their demographics?
- What do they like or what are their interests?
- What are their behaviors and purchase behaviors?
- How can your products and services help them?
- Why should they care about your brand?
- What value can you give them?
- What is the best way to communicate with them?
Knowing the answers to these questions can help you get a better sense of what your branding strategy should be. It also gives you an idea of how you can effectively communicate your branding to your target market.
The more you understand the target market who will receive the message, the more you’ll know how to get the message across. These things will help you determine how you should proceed with your branding decisions. It will give you an idea of how you can effectively show them who you are, what you can do, and what value you can give them.
Master the art of visual content
Branding is communicated not only with words but also with a lot of visual content. The ultimate goal is to make your branding so pronounced that people instantly recognize you.
Take Coca-Cola for example. You can easily identify an ad from Coca-Cola when you see families and the famous Coca-Cola red. People can easily associate this shade of red with Coca-Cola because it has been part of their branding for decades. Even a silhouette of their bottles will give customers an idea that it’s from Coca-Cola.
To achieve success like Coca-Cola, you also have to master how to be consistent with your branding across all your visual content. You will have to identify what elements should be consistent in your branding. Being consistent is an effective way to help your audience recognize your brand.
For example, being consistent with a brand palette. Studies show that there is an increase of 80% in consumer brand recognition when brands use a signature color. Aside from a color palette, here are a few components that should help you get started in being consistent:
You should also develop a set of branding guidelines to govern the general composition of your visual assets. This will help ensure that your future visual content will be able to follow your branding. It also helps make sure that your brand elements remain consistent and distinguishable.
When your company comes up with branding guidelines, you can hire a marketing agency without worrying about being inconsistent. Hiring a marketing agency is a great way to consistently produce content. They will know exactly how to produce relevant content that is consistent with your branding if you have brand guidelines.
They will take care of your content needs while you focus on other things that need your attention more. They will also take care of your analytics so you can make better decisions when it comes to future marketing campaigns.
If successfully done, after some time, your brand will be easily identified by your target market.
Know your brand voice
To help you visualize this better, you can think of your brand as a person. When your brand talks to other people, what kind of voice does it use? Is it a soft caring voice or is it energetic and lively? Is it friendly or is it authoritative and knowledgeable? Determining what kind of voice your brand has will help you become consistent throughout all your content.
It also helps your audience get familiar with you and who you are. Imagine talking to a person with a different voice every time you talk to them. Confusing, right? This goes the same with your brand. Inconsistent brand voices will only confuse your audience.
How you communicate with your target audience matters because if they don’t resonate with your tone, then they won’t pay attention.
Highlight your brand’s uniqueness
A brand that is unique is a brand that is easily identifiable in a sea of saturated competition. A brand that can stand out against its competition is a brand that will surely drive in ROI.
Most companies will initially gravitate towards coming up with unique features of the products and services they offer. After all, if they’re the only company that offers this kind of product or service, then they’re bound to stand out, right?
Features can easily be copied by your competitors. You may be the leading company in offering the feature but give it a little time and all your competitors will be offering the same thing.
Branding, on the other hand, is way harder to copy. Who your brand is and how you communicate and interact with your market is not something your competitors can copy. The values you have and how you uphold those values are also other examples. Finally, your customer’s experience with your brand is also something that is unique to you and only to you.
These are the unique things that you should highlight when coming up with branding strategies.
Gather more user generated content
Word-of-mouth is one of the most effective ways to raise brand awareness. When people start buzzing about who you are then they get to know you better and get immersed in discovering more of you.
But how will you do this in the current state of the market? Here is where user-generated content comes in.
User-generated content, or UGC, can be any type of content. It usually comes in the form of images, videos, reviews, social media posts, or testimonials. The defining feature of UGC is that it comes from the audience of the brand.
Involving your customers in your branding strategy will help you become more relatable. If people hear reviews from real people, they’ll trust your brand more. If they see that other people are involved, they would want to get in all the fun as well. This will help grow your market, increase brand awareness, and ultimately increase your ROI.
Start getting more social
More and more people are migrating to social media platforms to meet new people and discover more stuff. According to statistics, there are currently 3.78 billion internet users who are using social media platforms.
If you don’t include campaigns that involve social media platforms, then you’ll be missing out on a big chunk of your target market. Raising brand awareness in these platforms is crucial in surviving in today’s competition.
Curating campaigns and strategies that revolve around social media platforms will help increase brand awareness. As most people are busy socializing on these platforms, you’ll be in the middle of it all. You’ll be presenting your products and letting your market know you’re there.
Including links to your website or your other social media platforms will give your audience a chance to get to know you more. It also provides a call to action for people who want to know more about the products and services that you offer.
Branding is the personality of your company. The goal is to make such a striking branding, your target market will instantly know who you are just by your visual elements. They’ll remember what kind of company you are before they even see your company name or your logo.
Branding starts with knowing who your target market is, what they like, and how you’ll be able to communicate with them effectively. Not knowing these fundamentals will make it hard for you to effectively craft a branding strategy that will drive measurable results.
As a recap, here are the branding strategies that drive measurable results in 2022:
- Understand Your Target Audience Better
- Master the Art of Visual Content
- Know Your Brand Voice
- Highlight Your Brand’s Uniqueness
- Invest in User Generated Content
- Start Getting More Social
Learning and applying all of these strategies will ensure that you create memorable, meaningful, and effective branding.