If you are a business owner or marketing manager who is new to your role, you may be at a loss when you hear some popular marketing terms. For example, you may see branding information, and wonder if you have to place your name on the side of a cow. However, the role of branding in marketing is quite different from what it is for cattle ranching.
It will be essential for you to learn how the promotion of your business and brands are conceptually joined. Understanding your company’s brand concept will be vital to your ability to attract new business. After all, branding is more than publicizing your company name. For example, if you are a cookie company named Craig’s Cookies, you want potential customers to immediately associate natural ingredients, delicious taste, and discount prices.
If you want to learn how to utilize high-quality branding, you may initially decide to hire a branding consultant. When you’re not used to thinking of marketing in that way, those companies can provide valuable assistance. You don’t have to use an agency permanently, but their assistance to a new marketing manager can be invaluable.
Technology has changed the way we live. Everybody is under a microscope now. If you make a mistake, hundreds if not thousands of people are waiting in the wings to jump on your case. Businesses are especially watched and any mistake made is broadcasted and exponentially expanded, potentially damaging your brand (this would be a great time to have a public relations firm on your side). Hiring a branding company can help to avoid such dangerous situations by building brand loyalty.
What Does a Branding Company Do?
Branding companies are experts that work independently from the businesses that hire them. These specialists plan, organize, create, and launch a brand or a rebrand. They also have personnel who can manage your website and, if you’re like 84% of business to business companies, they’ll manage your social media presence also.
Isn’t Branding Just Marketing?
As much as the two words are switched around, branding and marketing are not the same thing . Marketing brings people to your business while your brand keeps them around. Once you have loyal customers, you have advocates for your company and even free advertisement by word of mouth.
Developing Your Brand Online
A great way to start building your brand is by utilizing the quickly growing online market. Over $1 trillion was spent online in 2011, a number that’s just been on the rise. If your marketing efforts led a potential customer to your website, it’s time to show them your brand. You have about 10 seconds to catch a browser’s attention and let him (or her) know what you can do for him before he leaves your website. Videos, the most preferred visual format, are a great way to catch his eye. You’re able to show the potential customer who you are and tell him what you can do for his business quickly and more effectively than you can with text. Make sure everything about your videos and website is top quality. Many people judge the business’s credibility by its website design; so be sure to hire an in house website designer who will keep up this important outlet or hire an external web design company who will do the same.
Keep Your Brand Consistent
If you utilize multiple platforms to market your brand, be sure each one is consistent. You don’t want to have a playful Twitter account, but a serious Facebook account. Be sure to utilize LinkedIn as well. The vast majority of business to business marketers feel this online profile is the most effective one there is.
Keeping your brand alive may turn out to be a larger job than you thought. Between keeping an active online presence and integrating who you are throughout any marketing campaigns and profiles the business may have can seem to be a daunting task. It might be best to leave it to the experts and just hire a branding company. Creating a strong following will definitely help you out if your company ever finds itself in hot water (it may also eliminate the need for PR companies)!
