For all companies, successful marketing is essential to strengthening brand awareness, generating leads and instilling loyalty in existing customers.
However, while you might have long associated marketing with promoting sales and launching new products, these tactics should be classed as “short-term marketing.” A Business 2 Community article differentiates this from “long-term marketing”, which includes using PR, SEO and social media.
In following the tips listed below, you can help to strengthen your brand for long-term resilience.
Tell the story behind your brand
Why should you do this? It’s basically because doing so will help you to humanize your brand by evoking emotion and action. In turn, you will inspire people to care about and remain loyal to your brand, making them more inclined to buy from it on a regular basis.
Nonetheless, the story you tell has to be a compelling one. Otherwise, it could struggle to stay in the minds of your target customers who learn of it.
Define your brand’s purpose
Why did you decide to form your company? The answer will underline your brand’s objective. In attempting to define this, you should ask yourself several questions listed by Marketing Land.
Those questions focus on issues such as what problem your brand solves, who its ideal customer is, why the brand’s customers trust it and who competes with it.
You could even ask yourself what your brand, if it was a person, would be like in personality – another way for you to, yes, humanize that brand.
Use market research to learn more about your audience
This is an essential purpose of market research, and a step you shouldn’t skip even if you already deeply understand your brand strategy. After all, you can’t expect to be able to execute that strategy to impressive effect if you don’t understand who your target customers really are.
To develop this understanding, you should create a customer persona – a detailed description of someone who would want your product or service. You should seek to establish this ideal customer’s demographic profile, gender, age, educational background and career path.
Understand where your ideal customer is in the sales funnel
You’ve now determined your ideal customer, but how close are they to buying from your company? Perhaps they aren’t yet connected to your company at all – or they are interested in the company and have interacted with it but not yet bought from it.
Wherever they are, you should investigate ways that you could encourage them to buy from you – or, if they have already done so, buy from you again.
Get creative with your brand guidelines
Once you thoroughly understand your brand and its audience, you can work on optimizing the logo design, fonts, colors and imagery that will appear on its marketing channels.
Those can include the digital likes of the brand’s website and social media pages as well as its print marketing materials which reliable printing equipment, like a book binding machine from Duplo International, could help the business to create in large numbers as and when necessary.