Strong brand perception is the core driver of growth and profit for your business. Without it, customers will struggle to pick you out from a crowd of your competitors, and you could lose out on sales and recognition.
Let’s look at five tips that you can use to build a strong and memorable brand that will help you achieve all of your business goals.
1. Find the perfect tone of voice and use it in all of your writing.
Customers want to work with brands with a unique and consistent tone of voice that reflects their values and goals. The style of voice you use in your writing can affect how people perceive your brand's message.
With a consistent brand, customers can recognize your business and connect with you across all marketing channels. They will also have an unforgettable experience that builds trust in existing and new clients! You must also keep your brand’s tone of voice consistent so customers always know what to expect and can forge a strong connection with your company.
The best way to keep everyone on the same page regarding your tone of voice is to create brand guidelines. This document will help all employees to maintain the same style of voice when creating content or engaging with your audience.
For inspiration, here’s an example from a company that does a great job of projecting a unique brand voice. ActiveCampaign, a marketing automation software company, knocks it out of the park with its word choice and the different tone it creates.
Image credit: ActiveCampaign
Their marketing automation page uses terms that aren’t very formal, making their service sound fun and exciting. Words like “info” and “stuff” make their page copy more approachable than polished phrases. A practical approach for this type of business will likely make a complex topic seem more straightforward and appealing to its target audience. It also helps ActiveCampaign build a memorable brand because it allows readers to connect with their easygoing tone.
Using the right tone of voice can also mean helping people understand the benefits of using your products and the various ways they can use them. This customer-centric approach is what sets great brands apart from the rest.
For example, Unscrambled Words, a word unscrambler and finder, has a section on the benefits of the game, how to use it, word game dictionaries, and the rules. For the person that's into word games, this is valuable content that speaks to their interests. It also creates a strong brand because it's something unique that not all businesses would think to offer.
Image credit: Unscrambled Words
Taking the time to identify your brand’s tone of voice should be based on who your audience is and the type of content you are trying to share. You can research forums and Facebook groups in your industry to learn how your customers talk and then match their words and style to create your tone of voice. Before long, you’ll see an increase in your conversion rate as more and more users connect with your tone of voice and begin to see you as a solid and memorable brand.
2. Use social media well and consistently.
No matter who your target audience is, chances are they are active on various social media platforms like Facebook, Twitter, and Instagram. Social media is undoubtedly one of the most powerful tools to establish a strong brand because you can connect with your audience and interact with customers in real time.
You can use social media to boost your brand visibility and authority by sharing high-quality content and interacting with your target audience. Try sharing specific types of content like infographics and engaging images or videos with your audience on social media to build a memorable brand and increase interactions with your audience. Doing so will allow you to stay present on your followers’ social media feeds and makes it easy to build up your brand reputation.
But don’t feel pressured to maintain a constant presence on every social media platform. Choose one or two that your target customers frequent and keep them updated. You can also post regularly by using a bulk scheduling tool to ensure that you have a consistent output of engaging content based on what your followers tend to interact with the most.
Take a look at this example from GoPro, a camera company. Known as the maker of the world’s most versatile camera, this company takes its social media presence to the next level with exciting images that match the lifestyle its audience looks to capture with GoPro equipment.
Image credit: GoPro
GoPro does a great job of using social media to connect with its audience because they consistently share user-generated images highlighting its products’ abilities and exciting captions. A great way to prove their high-quality goods is to show visuals that the GoPro brand is exciting. All of this establishes a strong and memorable brand in the minds of their audience as customers continue to see action images and videos in their social media feeds.
You can use the same strategy on social media by building a campaign that encourages your followers to post images of themselves with or using your products. Social media offers a great way to make a solid and memorable brand as you highlight the lifestyle your products or services can offer your customers. You can directly engage with your audience to build loyal and lasting relationships.
3. Use guest posting opportunities to get the word out about your brand.
Building a solid and memorable brand involves establishing credibility in your industry and positioning yourself as a thought leader. Guest blogging for relevant and trustworthy websites can help get the word out about your company as you share your views and insights.
This practice involves creating content for another authoritative website — often in exchange for a backlink. It can also be a great way to build brand authority by proving what you know and how valuable you are to your industry.
Finding guest blogging opportunities can be tricky at first. Here are some steps you can follow to ensure you’re securing lucrative guest posting spots that will help build a strong brand:
- Do research to identify authoritative websites in your industry and niche.
- Engage with the companies via email or social media messages to build a relationship before you pitch them a guest blog idea
- Send a personalized email that outlines what you bring to the table
- Submit engaging content that shows that you are an expert in your field and provides actionable advice for your readers
Guest posting is a great way to build a solid and memorable brand because it offers you a way to reach a new audience that might not interact with your content elsewhere. Be sure to create great content that speaks to your expertise and provides your audience with valuable insights into your industry.
4. Become an industry leader by publishing expert content.
Publishing high-quality content on your website is among the most effective ways to demonstrate that you know you’re a subject matter expert. Plus, publishing high-quality content that establishes you as an industry leader can help you build a strong brand because your audience will come to trust your opinion and look to you for advice.
Here are a few different types of content that you can publish to establish yourself as an industry leader:
- Ultimate guides: These in-depth guides dive into specific issues in your industry to provide your audience with comprehensive knowledge on the topic.
- Tutorials: These offer a great way to show your audience how to solve a specific problem or how to use your products or services.
- Round-ups: These usually provide a compilation of quotes from several experts in your field on a specific subject. Round-ups offer a great way to establish yourself as an industry expert because it positions you in the same conversation as other leaders in the industry.
Let’s look at a company that does a great job of creating in-depth content that establishes them as leaders in their industry.
Monmouth County Drug Distribution Lawyers is a law firm that does a great job of creating valuable content that helps its potential clients understand relevant laws, procedures, and their rights.
One blog post they’ve published dives into many aspects of what potential clients can expect if they are charged with intent to distribute in Freehold, New Jersey. It covers everything from what penalties people face for distribution to how the firm can help its clients. This information helps establish the law firm as a topic expert and can help drive more clients to work with the firm if they are charged with intent to distribute.
Image credit: Monmouth County Criminal Lawyers
In-depth blog posts offer a great way to build a solid and memorable brand, as they will allow you to establish yourself as an industry leader. You can use the same strategy by writing about topics that matter to your customers and positioning your brand as the best solution to solve their problems and address their needs. And, if someone comes across your content when they’re doing their research and finds it particularly helpful, they’ll be far more likely to trust your brand and come to you if and when they require your services.
5. Ensure your visual branding grabs attention.
When someone sees your website, social media profiles, or physical adverts, the first thing that will catch their eye is the visuals. Choose imagery and colors that grab your readers’ attention and invite them to take a closer look at your site.
To help you stand out in your field, always be consistent with the colors you use across social media and your website. You can use a tool like Canva to create templates for social media posts and other content and ensure your colors are consistent on all posts.
You can build a solid and memorable brand with consistent visual branding since your audience will come to recognize your content based on the colors and logo you use across social media and your online presence.
You must build a solid and memorable brand to ensure your company is successful. A good branding strategy takes time, effort, and lots of patience. However, if you play your cards right, you’ll see the benefits of building a solid brand in no time.
Use these tips to take your brand to the next level by attracting your target audience and helping them recognize what you bring to the table. Before long, you’ll see an increased conversion rate and an uptick in revenue as you build a robust and unforgettable presence.
Author bio & headshot: Aaron Haynes is the CEO of Loganix, an SEO fulfillment partner that supports marketing agencies and professionals. The company specializes in helping businesses to improve their online visibility and ultimately make more sales. The Loganix blog has a lot more information and advice, so check it out if you found this article helpful.