Marketing your brand effectively is one of the most challenging aspects of running a business, but it is also one of the most crucial.
This is because your brand is what will encourage customers to buy your products. The identity, personality, and reputation of your organization all rolled into one, a living, breathing entity that is difficult to build and easy to destroy.
The power of branding is clear to see. Companies like Coca-Cola, Apple, McDonald’s, and Ferrari transcend their respective industries to represent something larger and altogether more powerful, and this is entirely due to effective brand marketing.
McDonald’s, for example, represents modern America to many people around the world, while Ferrari represents Italy and the unattainable dreams of millions who lust after the high life. Their brand marketing doesn’t speak of burgers and supercars but of dreams, aspirations, and an idealistic vision of the future.
While your company may not require such culturally charged branding, it illustrates the power of marketing that few businesses get right.
Here are the best ways to market your brand:
Create branded products
One of the simplest ways to raise awareness of your brand is to create branded products, which you can sell or hand out as a gesture of goodwill to certain customers or clients.
A branded product – such as hats, shoes, and pens – is an obvious solution to be often ignored. The great benefit of branded products is that they can quickly raise awareness of your company. For example, if you sell or give away a thousand hats that display your logo, you will likely have ten thousand people exposed to your brand before long if the recipients wear your hats out in public.
Furthermore, by placing your brand logo on everyday objects, your customers will likely build a stronger bond with your company. The reason for this is that if they drink coffee out of a branded cup every day or use a branded rain jacket to shield them from the weather, they will naturally associate these activities with your company.
Visit anthem branding to learn more about branded products.
Don’t be afraid to polarize opinion
To cultivate a strong brand image, you need to demand attention and stir emotion in the hearts of your audience. Unfortunately, this will inevitably mean alienating certain people in your target market, as you can’t stand for anything without being disliked by someone.
Unfortunately, many companies are too terrified of being disliked to stand out from the crowd, which means they blend into the background, instilling no emotional response from their market.
Don’t fall into this trap. Instead, stand up for what you believe in, and separate yourself from the crowd. You will be easier to spot, and you will gain a more passionate customer base as a result.
‘Real world’ advertising still has its place
While content strategy and social media marketing is incredibly powerful, you cannot overlook the effectiveness of an old-fashioned publicity stunt.
Although these can backfire if the company is doing it as a cynical corporate exercise, they can work brilliantly if the public connects with it. Your choice of publicity stunt is entirely down to what is appropriate for your company but try and tap into wider popular culture and what people are passionate about right now. If your brand aligns with these wider pop culture trends, you can transform your company’s image overnight.