One of the greatest things I learnt a long time ago from a great mentor of mine is that your brand drives your sales, which drives your profit.
It was a bit of an epiphany moment.
Until then, I thought of brand as a static thing you just plonked on your advertising or communications campaign. To me, it was something that told your customers what your name was. I hadn’t understood the foundation your brand lays for all of your marketing and advertising work.
So today I want to answer, how did you create a brand strategy ready for the digital world? And what steps do you need to take to be at the top of your digital game?
We'll start with your objectives. Ask yourself what it is you are trying to achieve in your business.
Is it sales? Is it a shift in thinking or change of perception? Is it to enter a new market entirely?
Write them down and commit to some key outcomes you are looking for.
Who are you anyway?
With that information, ask yourself how you want your customers to emotionally feel about your company when they see/hear/feel/interact with you. Or, how would you like them to feel? If you haven't defined a personality for your brand, now is the time.
This is how your brand differs from everyone else's – it will contribute to why your customers will buy your products over a competitor. How can your brand talk to them at an emotional level? On the most basic level, this could be premium or cost effective, approachable, family friendly, eco friendly, sports focussed etc. All of these points - collectively, form the basis of your Brand Strategy and the persona you want to portray in the market.
Need some help? Luckily we've got a Brand Personality Worksheet ready for you.
(and take some time to ponder!) when are the moments in time that your customers really need your product or service?
For example – if you sell upholstery cleaner, think about all the times your (potential) clients would want or need your products, and in those moments in time, how would they act? What would they be searching for, and on what sites? Those micro-moments, combined with the emotional connection/persona you want your customers to have with your brand, are some of the most important tactical activities you need to employ to maximise your brand in the digital space.
How do you capture those moments?
Well these days, it’s all about dynamic, visual, engaging content. Use these micro moments to show how your brand can deliver the right solution, at the right time and the right price, for the need your customers have. And demonstrate the emotional connection you want your customers to feel so they build their association/connection to your brand all at the same time.
Recent stats suggests we have three seconds to capture the attention of a scrolling/roving consumer and entice them to look further into your branded product or service. That’s why imagery, videography and infographics are crucial in sealing those micro-moments with potential customers.
Make your dynamic material really simple – clear brand position, single call to action/message, and a clear direction to your customers as to how they are to respond as a result of seeing/interacting with your ad or content. For example “buy here”, “learn more”, “see how it works”.
So now what? Plan!
Use an ideas board, a calendarised spreadsheet, trello. Tools that allow you to clearly see exactly what you’re doing, when and how.