Branding is far from simple, yet, some people tend to further complicate it by creating false presumptions and misconceptions about it. Apart from overestimating the strength of some popular trends like influencer marketing and SEO (which are indeed powerful but not omnipotent), they also tend to neglect, underestimate or completely overlook techniques they could greatly benefit from. Here are six such branding tricks that you might have overlooked.
Talk directly to your community
The first thing that a lot of marketers tend to overlook is speaking directly to their community; however, this is something you have to think about in time. Failing to respond to comments, shamelessly self-promoting and generally acting like you’re having a monologue every time you have an announcement to make will cause your audience to be deaf to your pleas. However, if you have a habit of addressing them directly, regardless of the medium (blog posts, social media announcements or via podcasts), they might just be willing to listen about your exciting new product.
Create a tutorial
As soon as your new service/product hits the shelves, your audience will want to know one thing – how does it perform in practice? Instead of allowing them to roam across reviews and let them read comments written by God-knows-who, you might want to get ahead of the curve and make a simple showcasing video. By creating a tutorial, you’re not just displaying your product and demonstrating its power, you’re also creating content that has some value to your audience, which is, on its own, enough to earn you some extra credit.
Old school marketing
The next thing you need to understand is that a lot of entrepreneurs feel compelled to keep their marketing campaign in the digital world. There is, however, no reason to restrict yourself to digital marketing when there are so many old-school techniques you can use to your advantage. For instance, you can start by giving out promotional products like personalized lanyards. By making them in bulk, you can get incredible ROI, and this is just one of the reasons to opt for this method. With a proper combination of promotional merchandise and online presence, you can maximize your reach in the shortest time span.
Speak through emotions
One of the most incredible things you can learn from Coca-Cola is the way in which they use emotions to create a stronger brand loyalty. Think about Coca-Cola Christmas commercials, decorations and campaigns. At times, this conglomerate manages to become nearly synonymous with Christmas and all the emotions, sensations and feelings that come along with it. Even Santa Claus wears the colors of Coca-Cola, which might be coincidental but is also quite convenient for branding. Even though it might seem impossible to attempt doing so on a similar scale, you would be surprised at just how much you can achieve when you start addressing your audience through emotions.
Focusing on more than a logo
Another thing you should think about when pushing your product to the market is the fact that it needs to become about more than just a logo. Think about it, during its Ramadan campaign, Coca-Cola cans were recognizable even without a tag, which may seem impressive but was really not that hard to accomplish. To achieve this, you need to publish your products across all your channels and display them as much as you do your logo. In time, the package of your products and your corporate colors (even your uniforms) will become features of your brand.
Images are easier to understand
Finally, instead of relying on language that has its drawbacks and limitations, you need to speak through images. It is a known fact that 90 percent of the information we receive come through visual means, which is no surprise since we receive this kind of info 60,000 times faster than textual ones. Therefore, make sure your categories are images rather than buttons with words on them. Apart from this, make all your instructions visual and all the statistics you want to show your audience in diagrams and charts.
At the end of the day, you need to understand that (with the exception of tutorials), most of the other techniques are applicable regardless of the industry. Aside from strengthening the overall consistency of your brand, these techniques also help you raise your overall brand recognition and awareness. In turn, it helps your target audience get familiar with your brand without even realizing it. Nonetheless, these six methods are the most effective when combined with traditional digital marketing (email marketing, SEO, social media marketing and influencer marketing). On the other hand, they are quite effective even when utilized as stand-alone techniques.