How to Create a Good Brand Image?
Marketing a business can seem like a straightforward process of creating content, paying for campaigns, and engaging with audiences. How can a marketer establish a robust brand image that connects with the target audience and triggers a buying decision? Potential customers turns into regular customers when they begin to experience an emotional relationship with a brand. Let’s face it, the challenges of a marketer are far more than they seem. Building a trustworthy brand isn’t an easy task. It takes a strategic approach to create a distinct brand identity that stands out amid the mess.
Here are five powerful branding strategies to create impactful branding that drives conversions and long-term income:
1. Define the brand’s core values
Every business exists for a purpose beyond profit and money. A brand’s core value proposition is anchored in its broader goals.
The core values of a brand derive from its vision; they boil down to a few inspirational words. Core values make a brand more human and easier to understand – this is what sets it apart from its competitors.
A brand can be focused on the outdoors, adventure, and sport like Redbull, or inspiration, friendliness, and enthusiasm like Nestle.
Purpose-driven and value-driven businesses attract customers and audiences that align with their goals, aspirations, or identity.
2. Be consistent
My neighbors know me as an honest and friendly person, but if I steal something or break the law, my reputation crumbles within hours. The same goes for brands.
Defining a brand’s primary personality is just the tip of the iceberg; marketers must support it with consistent messaging. The emotional values of a brand must be reflected in every communication:
- Brand Logo,
- Blog Posts,
- Social Media
- and Paid Campaigns.
Marketers need to create guidelines so that every post conveys the tone and voice of the brand.
If you cannot transfer your message by yourself, you can also call on a communication agency that will support you and monitor your progress.
3. Take an audience-centric approach
The role of a marketer is to empathize with the audience and follow their feelings. Understanding the needs and preferences of potential and existing customers helps get the right messages through the proper channels.
An audience persona helps marketers learn about audience challenges, beliefs, and goals. In the digital age, people prefer brands that understand their choices. Artificial intelligence technologies allow marketers to soak up the likes and dislikes of the public to personalize their marketing efforts.
For example, marketers can monitor website sessions to understand potential customers’ product and content preferences.
Another great strategy is to monitor brand mentions and analyze online conversations related to your brand.
When you understand audiences and provide them with personalized experiences, they feel good about the relationship and become loyal customers and brand evangelists.
4. Build trust
How can marketers strive to make their brand trustworthy?
a. Show social proof
Potential customers want to know your current customers and their experience with your products and services. Positive customer reviews and testimonials are living proof of the reliability of your offers.
Marketers should highlight these customer experiences in their communication through marketing channels.
b. Promoting media coverage
Getting media coverage in government publications and news sites is another way to build a positive brand image with target customers. You can reach out to journalists in your niche and provide them with expert commentary on current news and trends.
Another way to gain visibility in niche publications is to submit and write guest articles.
Collaborating with established brands is an innovative way of building trust in the brand and promoting positive associations.
However, it is essential to partner with brands with similar values to maintain the brand’s message and voice.
d. Content creation
For any brand, authentic and original content wins. It’s hard to ignore the importance of educating and entertaining audiences with branded content with a distinct style.
Content creation builds the trust and loyalty of potential customers. Smart marketers tell brand stories by showing the behind-the-scenes of the business – they expose the real struggles and accomplishments of those running the business.
e. Manage customer experiences
The brand promise is based on the principle of meeting customer expectations. Happy customers come and go and spread the word, just like unhappy customers. Delighting customers with quality service and brand experience goes a long way in building trustworthy brand awareness and getting recommendations.
The hardest part of building a rock-solid brand is gaining the trust of the target audience. This process can be grueling, but it is very profitable in sales and income for the company.
5. Have the right channel strategy
Right now, there are multiple channels online. Each platform for marketing has its unique characteristics and audience. Choosing the right platform is critical to building a brand’s presence with those who matter.
Choosing a set of channels that are right for your brand is critical to getting your voice heard.
Creating a brand is a cumulative process. A focused channel strategy helps marketers accelerate brand growth and get better returns from promotional activities.
It’s your turn
Marketers can’t just automate a strategy and sit idly by. There is no point in waiting for wonders from mediocre efforts. Conversions happen when marketing campaigns are supported by consistent brand messages. Building a brand is a process of self-discovery for the management team. This process helps create a lasting relationship between the brand and the customer, necessary for recurring conversions and steady revenue growth.