In order to be successful you need a brand. This doesn’t always come naturally for everyone. You might find that converting an idea into a brand that is promotable is an alien concept and it might initially feel as if you are selling out in a way in order to achieve success. The news here though is that in order to survive in a digital climate, branding is absolutely everything.
Summary: 5 Minutes read, Level: Beginner
The way you present your idea as a brand and the language you use in order to do this are pivotal. Poor brands, or at least poorly presented brands, will get you nowhere and you need to adjust your thinking to that which will see you compete in what could be an already crowded marketplace, depending on which kind of brand you are offering. The internet, in particular social media, is your friend when it comes to creating a brand. They are necessary to help you achieve success and are fantastic tools once you know how to utilise them.
By following our tips in this guide you will be able to create a brand that will stand out in the crowd and hopefully become one of the leaders within your chosen niche.
Everyone can come up with an idea, good or bad. What sets aside those who are successful is their ability to transform an idea into a fully marketable brand. This won’t work with absolutely everything. Even if you’re the kind of person who can “sell ice to inuits” you still need a very good idea to be able to convert it into a brand. Think about how realistic it is that your product or service can become a brand. Especially one which people really need or want. Think about how you can market it – who are your potential customers?
You will know who you’re customer or client base will be. So you should tailor any advertising or marketing accordingly. You need to establish a brand identity. Whether this is the colours you use on your website or the font you use or a particular style of writing or presentation. You need to ensure that bit remains consistent throughout all of your promotional campaigns. You want people to recognise your brand and in the early days it’s very important to get noticed! Have certain attributes of your blogs, newsletters or adverts that make people instantly recognise that it’s your brand. Later on, once you’re more established, you can think about changing things.
You don’t want to bamboozle readers or viewers with too much technical jargon or overly complicated wording. If anything you want to keep it simple – although not too simple! You should word all your campaign literature in a way that’s friendly, fun and informative. Customers, or potential customers, need to see you as being approachable, knowledgeable and serious about what you do. Over-simplification can be perceived as condescending and you really need to avoid that. If you struggle with wording your newsletters or posts in a way described above you can always enlist the services of a professional copywriter to help you. It’s important that you maintain the same voice throughout so that clients or customers instantly recognise it.
Whatever your brand is there’s a good chance that someone else is already doing something similar. It would be easy to see these people as competition or even the enemy, but they can help you and you can help them. Generating contacts within your niche is a very important part of success. You can bounce ideas off each other and talk about new developments within your area of expertise. There are enough potential customers to go round and by co-operating with a like-minded person you can actually increase your reach and both become more prosperous.
You will be using social media to promote your brand and hopefully you will receive a lot of queries, comments and questions on your Twitter, Facebook and Instagram pages. You need to respond to these as quickly as possible and always in a friendly and courteous way. It is essential that people see the human side of your brand and if you gain a reputation as a quick responder people will see you as someone they can trust and this will also enhance your brand’s reputation and online presence. Maintaining a near constant online presence through social media is the key to your brand being noticed and can really help you gain some traction.
This is an area where lots of people can let themselves down regarding their brand. You need to make sure your site contains regular new content such as blog posts. You should absolutely not just post these as soon as they are written and should schedule them. Knowing when to schedule your posts will require research and a lot of this is simple trial and error. Depending on where you are in the world in relation to your customers, blog posts could need to be made live in the middle of the night or at peculiar times of the day for you. Find out which times give the best response rates and stick to them. The same goes for promoting your latest blog posts on social media channels.
It all starts with a great idea, but building that into a brand can take a lot of hard work. If you’re prepared to put in the hours then the sky truly is the limit. Use all of the above tips, but don’t necessarily expect immediate success. This has to be worked on, but give it time and you will get there with your own brand.