Brand building has been nodded at as one of the top strategies most companies are implementing in 2023. After three years of fighting the impacts of COVID-19, and remaining in continuity and survival mode, 2023 is the year that most brands are looking to grow and build.
So, if you are one of those brands, and are looking for ideas on how to do so, we thought we would help you out. We took a look at what some of the top brands are doing to increase reach and take their brand to the next level. From cost-effective, quick fixes to long-term strategies, here are our top five tips for building your brand.
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Keep Revenue Generation Top of Mind
When deciding on a new strategy, or undertaking a task or project, ask yourself; ‘Will this make us money, and how long will it be until I start seeing an ROI?’. Many companies start working on new projects simply to keep up with competitors, or to please their customers. However, the research and development stages of a new project or undertaking are crucial.
Take, for example, improving upon, or overhauling your website. Regular website touch-ups and refreshers are crucial in not only keeping your website fresh and updated but works wonders for your SEO. But, if you are undertaking a full overhaul and brand redesign to build your brand, it is worth measuring the costs vs. the benefits.
Keep website monetization in mind. How will the redesign bring in extra revenue? Can you start affiliate marketing? Will a new content strategy be able to bring in sponsors and partners? Could you potentially sell marketing space? Work out costs and benefits and then take the next step.
Keep Your Brand Mission and Values in the Back of Your Mind
When kicking off a new brand, most brands build guides will tell you that one of the essential elements is knowing what you are offering your client and what sets you aside from your competitors. If your brand is focused on family values, cost-saving, or even wholesome values and services, make sure this comes through in your brand overhaul.
In 2023, you want to play on some of your strongest values to set yourself apart from the masses of competitors on the market, and appealing to your audience's emotions and values could be the key.
Keep your core business values front of mind when doing your brand-build exercise. What does your brand represent? Brainstorm keywords like value, affordability, and success, and build up your brand strategy from there.
Focus on Your Messaging
Now that you have your core values in place and have your plethora of associated words, it's time to start conveying that in your messaging. If you are overhauling your site with a brand build, or are launching a new site, keep those words close as you start crafting your content for your site. Not only will you want to make sure that you have relevant keywords in your content, but you want those values to be reflective too.
Remember, most customers, especially B2C customers, are swayed by more emotional messaging, so appeal to that with your messaging. The challenge here will be to keep your messaging as uniform as possible. So, once you decide on your values and key messages that you want to convey, stick along those loans without actually repeating yourself.
Messaging can be anything from your website to marketing materials to your proposals and business plans. Keep it uniform and brand-aligned until the next brand revamp.
Focus on Building a Community
Many brands make the mistake of marketing content for the sake of getting their names out there. As much as reaching and building an audience is vital for your company, doing it without intent and without a strategy is really a waste of time.
The best way to develop and build your brand is to focus on building up a community of followers. You will need to get to know your customer in depth. What are they interested in? How do they behave online?
As soon as you have that in place, you can start building content that they will be interested in and engage with. Educate your audience, and provide them with insights. Keep them entertained. The more you build an audience that actually engages with you, the more you will benefit from loyal, returning customers.
Measure Your Successes
Once you start rolling new strategies out and start launching campaigns, keep an eye on them to figure out what works and what doesn’t. Is your messaging working? Are your conversion rates increasing with your new campaigns?
Pull as much data as you can once you have made adjustments to your brand to see whether it is working. Granted, some of the changes tests might take a while to start generating substantial traffic and audiences. But watch the data over a period of a few months to see whether it has increased your conversions and traffic, or whether it is simply not working.
The Bottom Line
Building a successful brand in 2023 doesn’t have to be that daunting task you’re putting off for later. Start out slow, get to know your audience, and figure out what they want to see and hear from your brand. Don’t be afraid to test new processes and ideas. Just make sure you are monitoring the data, and making adjustments where necessary.
