Branding is one of the most significant ways people identify your business. From slogans and taglines to signs and symbols, people can instantly recognize a company from a picture or a few words. Not sure what we mean? Here’s a little test to see if you know what we mean.
I’m Lovin It
Because You’re Worth It
Melts in Your Mouth, Not in Your Hands
What results did you come with? If you thought McDonald’s, L'Oréal, and M&Ms, you would be correct. Those are pretty well-known slogans in the branding world. How about categories? We’ll give you a list of three services and see what you think of.
Home improvement supplies
Chances are you thought of major brands like:
Why did you think of these big brands? Because these companies have been ingrained themselves in our minds as the leading products and services in their respective industries using a compelling brand identity.
But that doesn’t mean your business can’t stand out as well with brand strategy. You can build a strong brand for your company that becomes recognizable just as much as the big names.
Here are 4 Ways to Make Your Business Impossible to Forget:
1. Put Some Deep Thought into Your Slogans and Taglines.
One of the best outcomes of successful branding is brand recognition-the customer’s ability to recognize or recall your brand identity. You can do that with a catchy slogan or tagline that helps them remember what sets your brand apart and what the customer stands to get from your product or service.
Consider the taglines used by some of the largest brands in the U.S.:
“The Best or Nothing” - Mercedes-Benz
“Think Different” - Apple
“Earth’s Most Customer-Centric Company” - Amazon
“ It’s Everywhere You Want to Be” - Visa
Think about what matters most to your prospective customers (i.e., a first-class experience, being the first to have the latest tech gadget, convenience, and an excellent customer experience). Then, create a tagline that shows how your business delivers on that desire. Use that tagline throughout all your marketing efforts.
Part of building brand recognition is utilizing your slogan, tagline, or symbol wherever you have a business presence—especially online. If you have already established a tagline, but would like to adopt a new one, unveil it as a fun event online. Be sure everyone on your marketing team utilizes the new tagline, and your website, social media, and videos are all updated with the latest information.
2. Be Impossible to Ignore on Social Media.
Social media is an excellent place to reach new audiences and raise awareness for your business.
Why? Because people are checking their social profiles several times a day and devoting a considerable amount of time to these platforms. It’s the new place to go to relax after a long day, unwind when you want to destress, and hang out with an online community.
It’s also where people get to know businesses, both established and up and coming. Why? Because social media allows people a chance to see a business on a personal level. They can build meaningful relationships with their audience with a transparent behind-the-scenes look at the company. People want to shop with a brand that makes them feel good about themselves and shop with them. That’s why you’ve seen an uptick in business posts of natural beauty, non-photoshopped images, and messages of hope and care.
Capture some of that attention by regularly posting helpful and exciting updates on your business page and running ads that help you expand your reach to larger audiences. Figure out what kind of messaging you want to put out and stick to that. Part of creating brand recognition is consistency across all the boards with your look and feel.
The more frequently online users come across your business name and logo, the more likely they will engage with your business and become future customers.
3. Show Customers the Personal Side of Your Business.
Remember, you don’t have to be ALL business when engaging with current and prospective customers. Show them the friendly side of your company—your company culture, how your business works with charities, etc.
It’s a lot easier for customers to be inspired to shop with you if you’re willing to pull back the curtain and show that this is a business run by real people. If your business includes a sales team, encourage them to have organic conversations with their callers. Respond to reviews, posts, and comments with authenticity. Showcase your staff or call out exceptional people on your team on social media.
In your journey of making your business more “human,” take a look at your About Us page. Does it mention anything about you as a business owner and showcase the great staff you have working with you? If not, you may be missing out on an emotional connection you could make with your customers. Include pictures, why you started your business and the story behind getting started. Providing your authentic self right off the bat will help build a connection between you and your customers.
Share this information on your website, blog, social media, YouTube, and elsewhere.
4. Keep Your Branding Consistent Across All Marketing Channels.
Consistency is vital when it comes to branding. Use too many different versions of a name, logo, or message, and potential customers won’t be able to make heads or tails for your business.
By staying consistent, people can connect with and remember your business long-term, so keep your branding consistent across your website, online ads, social media profiles, and your offline marketing (business cards, billboards, etc.).
Your messaging can be anything you want. Some businesses choose to use humor; others appeal to emotions. Some prefer straightforward conversations. Whatever you choose, it needs to be across all boards. Otherwise, you risk causing brand confusion, and people won’t know what to attribute your brand to.
Building brand recognition is all a part of good marketing. It takes time and effort but always pays off in the end. However, if you feel your marketing efforts are lacking, or you could use a jump start in getting your marketing off the ground, connect with Scorpion and start working with an expert team today.