The truth of the matter is people don’t really believe advertising.
I know, I know – its what we’ve built our business on and we pitch it to hundreds of prospective customers week in, week out.
But customers don’t make their sole decision to purchase based on what is being advertised.
They are not buying from an ad. They are buying from the brand.
Coca Cola and Apple didn’t become brands overnight.
But through consistent messaging and delivery through clear advertising channels they made their corporate brands what they are today.
So how do you build a brand?
It’s not easy but being consistent and reliable in your messaging and your service or product delivery will create that feeling in the customer that you can be trusted when they do make that decision.
Your brand is defined by a customer’s overall perception of your business.
In today’s market, a successful brand has to be consistent in communication and experience, across many applications:
- Environment (storefront or office)
- Print collateral, signage, packaging
- Website & online advertising
- Content publishing
- Sales & customer service
Building a brand is definitely a process. However, the ongoing effort will result in establishing long-term relationships with your customers.
This can lead to a steady increase in sales, more projects, word-of-mouth referrals, and advocacy for your products or services.
What is brand building?
The definition of brand building is to generate awareness about your business using marketing strategies and campaigns with the goal of creating a unique and lasting image in the marketplace.
This can be done effectively through various digital marketing activities:
- Customer experience via your website, magazine, e-letter, app etc.
- Digital Marketing
- Out of Home (OOH)
- Your Events*
Together, these channels are fundamental to gaining brand awareness and growth.
Stay consistent. Stay on message. Get your staff to do the same. People like stability.
Now more than ever.
And stay safe.
* Tomorrow I’m going to give some ideas for doing virtual events.