Your brand is your mark in the business world, it's what sets you apart from your competition and it's what your customers think about when they see it. Whether you are a new brand or have been in business for a while, you need a sound brand management plan.
Don’t build your brand or figure it out as you go because not only will your potential customers be confused about what your brand offers and means, but your employees will, too.
Building a sound brand management plan can take some work and, if you’re not careful, can lead you down the wrong path. Below are four brand management tips to help you start off the right way or improve your existing brand for better brand awareness and management.
1. REMAIN VISIBLE
Make sure your brand is visible in good and bad times. Waiting out economic downturns and hiding from the world doesn’t inspire confidence in your brand. Network with other entrepreneurs because they can often pass along an unexpected lead your way. Encourage your employees to also engage in charitable activities – this is a one of the hidden “gold mines” many ignore and your next big lead could just be waiting for you in that space. You could also hold free webinars to poise yourself as an industry leader and promote your professional knowledge.
2. PRODUCE EXCEPTIONAL WORK
If what you’re offering is not filling a need in an exceptional way, not even the most well-built brand management system will be enough to drive results. The number of negative reviews across all the social media platforms and review pages will quickly outrank you on your brand terms. Listen to your customers and improve your services.
3. CREATE A ROBUST SOCIAL MEDIA PRESENCE
It can be easy to brush off social media platforms a waste of time or money. However, the reality is, most of these sites have domain authority that enables them to rank higher for relevant keywords than you may be able to do with your own website. Make sure it doesn’t sound like a robot is on the other side of the computer; let your audience know there is a real person behind your social media account by making jokes when appropriate, being serious when needed, and most importantly, staying on brand.
4. BE CONSISTENT IN YOUR BRANDING
Be consistent in everything you do. Everything your company pushes out should have the same message no matter the medium: images, blog posts, social media postings, slogans, colors, even how you or the receptionist answers your phones. In short, everything. A good starting place is your competition. Always ask yourself how you can differentiate your brand from theirs. Listen to your customers because they can often inspire your efforts and show you ways to market to them.
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