Here are a few keys that will kick your Online Brand Idea list into motion
This article will tackle Online Branding from the point of view of aim small to keep your brand top of mind.
Keys to develop proactive processes for brand managers, and business owners. What you should be thinking, doing and creating. Where to start. What to avoid. Awesome? Remarkable? Easy. Competition? Wouldn’t exist if you implement the following simple keys.
The ONE idea to Delete from your head
“out-of-the-box” marketing punch lines. This complicates your messages which complicates your readers which sends your readers to check out the competition.
Develop your online brand strategy
Pay attention to data that tells you about your reader. Their desires, pains, what are they saying about your industry and how they would like to be served. (Consumer behaviour)
Spy on your competitors. But not for long. Please note…while you’re spying on his online activities and following his campaigns to learn from him, he’s (if he’s smart and using remarketing technology) will be following you wherever you go online. Have you ever noticed that when you open your favourite app your competitor’s ad pops up on the side or at the bottom of your screen? He put cookies on your device. Yes. This is legal.
Spying on your competitor has another effect on you and your marketing department. You stifle their creativity. You’re never satisfied with what they suggest. You’re constantly comparing your online content and totally believe they’re better than you. Spying throws you off your game and befuddles your ability to differentiate yourself in your industry.
Do This NOW…After you’ve completed your research. Clean all your devices of all cookies.
Key #2 Contribute to the internet’s information as a brand that is spoken of. Not sure where to start? Start with your why?
Think Like This: Match your consumer behaviour to your why.
Should you rebrand to step away from the competition?
This exercise can be very long and has a tendency to keep you in research mode. If you have new products to launch or you wish to position your company differently…test the market. Ask your consumers for their comments. If they love you, and because they’re buying from you they’ll have your best interest at heart. That’s the best part about online. The cost of testing is cheaper than before. Testing and surveys brings you closer to what your market will buy and what will spike their interest in your brand. Consider the GAP rebrand(refresh) exercise of 2010. They spent hundreds of thousands of dollars on rebranding their logo. Within seconds of launching their online followers sent irate messages to the CEO. The company is now known for the “fastest branding turnaround in history” (a whole 6 days of public relations disaster) https://read.bi/2CIgXtZ
Your Brand also belongs to your loyal customers.
Online Branding is NOT…
- Advertising your products and services
- Telling the public what you want them to hear
- Adding new tactics on the biggest, fastest growing social platform
- Using 50 hashtags on every post on Instagram and Twitter
- Your Corporate building
Key#4 Online Branding is a tricky business. It takes years to build and seconds to destroy
In a world where social media users have the power to build up or destroy you… your online brand reputation cannot be ignored
- Shower hate messages and comments with love.
- Customers are searching for you. What do they find?
- People forgive people faster than they forgive a company.
- People share posts that speak to their emotions
- They go online to see what you’re posting.
- Publish enough content and you will appear organically
- Be proactive in customer support
- Zone in on user intent on the one online property that you own…your website
- Your online brand is in the memories or the emotions of (?) when they hear of your name
Reach out and touch your customers
Cold calling with the message “Do you want to buy from me?” So old school. Harassing for the customer and embarrassing for the caller (that’s why they do it so badly)
Your content should speak of the pain your customers are experiencing. Identify and empathise with their current situation.
Your content positions you as the chosen solution to their problem. Explain your services and share why your happy customers love you.
Your content should tell of the benefits of buying from you. For retailers: your customer service and customer policies are the areas where your brand wins.
With these keys…trust and credibility happens by default. You will not be repeating your competitor’s words nor style. And, most importantly you kill the habit of going into a pitch-fest every time someone asks you, “So, what do you do?”
Did the article raise any questions?
Bernadette Chin Lee
Have an awesome day