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Find Success By Effectively Branding Your Business
People instantly know certain brands, whether it’s their logo, motto, or even their music. Any company should strive for that kind of brand awareness since it eliminates the need to overspend thousands of dollars on marketing because you are already well known. During our podcast with Eric Thomas of Rival Marketing, we discussed why branding is crucial for small businesses and how it goes beyond traditional marketing.
Go Paint The Town Red With Your Brand
The Lost Art of Marketing
As business owners, we know how important lead generation and networking are in our industry. We give out our social media handles and personal phone numbers after intriguing conversations or to set up meet-ups in the future for business-related purposes. But sometimes, an innocent conversation can go too far, or the other person might get the wrong idea.
Stephanie mentioned receiving a DM from someone saying, “Hey, how’s it going.” While this may seem innocent enough, it should raise a red flag when they start discussing personal matters or meeting outside of work hours. What’s worse is when they send constant text messages or flirtatious emojis that make you uncomfortable.
And instead of ignoring them or laughing it off, you need to be direct. “Tell them, sorry buddy, let’s keep this professional. I don’t need to talk personal stuff with you,” Stephanie reprised.
Memory Recall In Consumers
One strategy that often gets overlooked in this digital era is the role of memory recall in shaping consumer behavior. “Having a branded campaign that matches their radio or TV ad can help bring conversions because you’re getting that memory recall,” suggests a recent comment from an industry expert. But what does this mean for businesses, and how can they leverage the potent synergy of visual, auditory, and digital advertisements?
Memory recall is more than just a psychological term; it’s a lever for marketers to pull when designing a campaign. The human brain is more likely to remember information when it’s encountered repeatedly and through various sensory channels. When you see a TV commercial for a product and later hear a similar radio ad while driving, your brain triggers recall, reinforcing the brand message. Add to that a well-placed Google ad with the same visual themes and slogans, creating a multi-layered, memorable experience for the consumer.
So, how does this translate to conversions? It’s simple. The more frequently and vividly a potential customer remembers your brand, the more likely they will choose your product or service when purchasing. The Google ad serves as a prompt, triggering the memory of the radio jingle or the TV commercial, bringing the consumer one step closer to conversion.
With Messaging, It Has To Be Consistent
Brand Continuity
Maintaining a coherent brand voice across all these channels is critical. Eric says, “Ensuring you have that same messaging [is crucial for brand continuity]”. But what does brand continuity mean, and how can marketers achieve it effectively?
Branding is more than just a logo or a color scheme; it’s the essence of your company. It’s your promise to your consumers and the experience you consistently deliver. “Nice, consistent, cohesive image” should be the goal for any brand across all platforms. Your website, social media, TV and radio ads, and print materials should all project a consistent brand image.
Many brands make the mistake of treating social media as an informal channel where brand guidelines can be relaxed. This couldn’t be further from the truth. “Even things on social media, like your cover image and what you’re talking about, [need to be consistent],” Eric stresses. Each tweet, Instagram post, and story is an opportunity to reinforce your brand’s image and message. Make each touchpoint count by maintaining the same tone, style, and visual elements representing your brand elsewhere.
Every marketing platform has its own set of rules and formats. Instagram is visually driven, Twitter thrives on brevity, LinkedIn is more professional, and so on. “Every platform may be different, the graphic size is different, whether it’s a reel or static image, the message has got to be the same,” Eric underscores the importance of adapting without compromising the brand’s core message. For instance, while you may have to resize a graphic to fit Instagram’s square format or Twitter’s rectangular layout, the colors, fonts, and styles should remain consistent with your brand.
Discover More
Branding your business is not a box to be checked off; it’s an ongoing strategy that requires vigilant attention and regular updating. Every touchpoint with your customer is an opportunity to reinforce your brand message, from your website to social media channels to print and TV advertisements. And as Eric concisely puts it, no matter the platform or format, “the message has got to be the same.”
To hear more from Eric, listen to our entire episode on YouTube or through other podcast listening platforms.
Until Next Time,
Evan and Thaddeus
