Branding that Attracts
A brand is a perception of an organization, and every brand has a story. It’s how you tell your story that creates your customer’s experience and determines how they choose to interact with your business. It’s important, therefore, to spend time on some tough questions that are the foundation for developing your brand. This effort will shape not only your logo and tag line, but will guide your campaigns and promotions to be more effective. A well-developed brand story will help your business stand out from the competition and focus on attracting your ideal customers (a.k.a. Big Spenders) and inspire them to take action.
UNCOVER YOUR STORY
Using best practices in storytelling and marketing, we recommend developing your brand story and creative content so it fulfills two key objectives: engages audiences and delivers exceptional customer experiences. Ultimately this will drive results – more traffic to your website or store, boost sales and improve awareness of your business. Let’s get started. Answer these questions to help you to clearly develop your brand story:
- Purpose -- why are you in business?
- Passion -- what do you love to do best/most frequently?
- Ideal Customer -- who are they and where do they live online & geographically
- Customer belief -- what do your customers believe about you?
- Your difference -- what makes you unique from your competitors?
These questions are designed to help you become super clear on the message you wish to convey as well as the position you want to hold in the marketplace.
CREATE THE EXPERIENCE
Today, people are accustomed to connecting and consuming information in many ways. They expect both individualized and seamless transactions with businesses when they research and are motivated to take action. Understanding that today’s customers are always on-the-go, it’s important to consider how your business is perceived on mobile and online and ensure your website is responsive and fully capable of supporting your business goals.
Media and Platform Channels to consider:
- Traditional Media -- flyer program and newspaper/magazine ads
- Website -- current campaign was updated on the website
- Social Media -- promote current campaign
- Email Marketing -- references current sale and events
- In-Store Signage -- posters, counter talkers, price tags
Branding that attracts your ideal customer should incorporate these elements to quickly help them understand what you do and how you can help them.
- Design -- images, brand colours, fonts and style
- Content -- message(s)
Throughout all your business platforms be sure to choose a design and create content that will be used consistently in your website, printed postcards & flyers, blogs, social media, video, etc. Remember that you’ll never have a second chance to make a first impression, so visually make it easy for them to understand your solutions.
Your goal in creating experiences for your ideal customers should be to engage with them, inspire them to take action with ideas & tips, and ultimately to buy from you and refer your businesses to their equally influential friends. Make it easy for your brand cheerleaders to share your story; their positive reviews and shout-outs will help you to organically meet your business goals.
TELL YOUR STORY
It’s how you tell your story that creates your customer’s experience and determines how they choose to interact with your business. With a focus on you we launched with strong SEO, a social media strategy, regular blog posts, custom e-newsletters and print ads all designed to improve brand awareness.
With an aim to help homeowners to make the process of finding and choosing reliable and professional local service providers easy -- the Willy’s Digging brand continues to evolve and grow with great success of driving sales.
BUILDING YOUR BRAND
Realize the tangible benefits of delivering engaging stories around your brand that help build your tribe to become loyal fans. By developing a theme which is relatable and shareable, to plan a strategy that makes sense for your customers and your budget -- the results will be an increase in brand awareness, an increase in lead generation, and ultimately an increase in sales.