You have the vision in your mind: what your brand stands for, its personality, what it promises to customers. But despite your best marketing efforts, sometimes brand initiatives don’t quite deliver your glorious vision. It’s probably time to re-evaluate your core brand identity, a practice you should actually do fairly often. Assess the what, why and how of your business to identify your purpose and what sets it apart from your competitors (which also requires some research of the competition). Once you’ve nailed down your objective, then you can start thinking about how best to communicate it to your target audience. These eight strategies will help you take your brand initiatives to the next level.
Establish creative brand initiatives and guidelines
Well-defined standards for brand identity are extremely important to ensuring consistency across content. Verbal guidelines set clear expectations for messaging, tone and voice. Direction is also necessary for all brand visuals, including colors, fonts, photography, logos, videos, etc. Your brand initiatives will match your vision if all creative contributors follow your established verbal and visual guidelines.
Inspire and involve your employees
When it comes to brand initiatives, never underestimate the influence of your employees. According to the 2018 Edelman Trust Barometer, 71% of people think that employees are more believable than CEOs. Every customer-employee interaction is a reflection of your brand, and much of your staff is at the helm of the customer experience. Inspire and excite your employees with the latest product knowledge as well as clear expectations for customer communication. Employee engagement is key to a positive, consistent customer experience that delivers your brand vision.
Expand your approach across multiple channels
Your customers respond to media differently and use various platforms for searching, networking and media consumption. Your brand initiatives should be adapted to suit several different channels, and you can save time by using similar content across them all. Consider flexibility beyond just content marketing, and open yourself to different channels for things like customer ordering, scheduling of services and direct customer contact. A multimedia, multi-channel strategy will widen your reach and increase brand visibility.
Livestream your events
Livestreaming is a great way to engage consumers with your brand through opportunities they would otherwise be excluded from. And it requires little extra effort! You already have the event(s) planned. Simply choose which parts of the event you want to share, and assign the responsibilities of filming and social media monitoring. By offering access to an exclusive, live event, you stimulate conversation around your brand and give consumers a taste of what you have to offer.
Inject some fun and creativity into your campaigns
Let the fun, unique side of your brand personality shine through. Even organizations that deal with very serious subject matter, like cancer, have had success with campaigns that include light-hearted ads and visuals. Inspirational pieces are especially uplifting to brand image and awareness. Don’t limit yourself to easy memes and social media shares. Insert your brand into broader conversations about …read more
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