Every business owner wants to get their branding right. After all, it’s your branding that will resonate with consumers – what will make you stand out in their minds and make them choose your products and services over those of your competitors.
But nailing down branding isn’t always easy. In fact, it’s almost never easy – especially in our busy, marketing-filled world.
The truth is, before you can create a winning brand strategy, you really need to understand what makes a brand – the elements that come together to create a recognizable voice, face and personality for a company or business.
These brand strategy elements include:
- Awareness – The buzz surrounding your brand and how well it is known and recognized by consumers – specifically those in your target audience.
- Knowledge – What consumers know about your brand and the products and services it offers.
- Image – What your brand looks and feels like – its colors, logos, slogans and other details that consumers can connect with.
Now, in order to create a great brand, you have to focus on improving all three of these elements – the awareness of your brand, the knowledge consumers have of it, and your image. And this can be done in a number of ways.
One of the best ways? That’s with qualitative research – focus groups, interviews and surveys conducted with your current and past customers. This research should help you get to know your target audience, as well as their needs and wants, and really nail down what place it is that you hold in the marketplace.
Once you’ve done research and are ready to start on strategizing, it’s time to go into testing mode. With every new tactic you try, test and monitor your results. Offer two or three versions of each ad, and see which ones resonate better with your audience and deliver better results. Keep tweaking and testing until you get the results you want. It may take a while, but testing is the only way to truly determine a strategy that works.
You can also use analytics, which allow you to monitor the success and performance of your efforts. How many opens is your email getting? Which links get more clicks? What ads and videos get more views? Use this information to learn more about your audience’s likes, needs and wants to keep improving your brand in your target buyers’ eyes. It may seem tedious, but I promise: It works!
I know it sounds like a tall order, but work hard to properly brand your company, and you’re set up for long-term, massive success. After all, only great brands can:
- Stand the test of time
- Command high prices for products and services
- Increase annual profits and sales
- Gain recognition and clout in the marketplace
Branding your company may be hard, but it’s not impossible. Want some expert help? Contact Haley Aerospace today. Our aviation marketing and branding pros are here to guide the way.
