Small businesses often find it hard to transition towards a stronger brand identity. The struggle of keeping a strategy in mind while also trying to manage operations gets more stringent once the euphoria of a new beginning comes to an end. There is a solid chance of things being all over the place for companies trying to make it big. The social media presence may be non-existent, there might be a severe lack of interaction and traffic on the website. Or prioritizing a short-term goal may jeopardize your existence in the market for the long haul.
If you too are a company trying to look for directions to becoming a brand, here is your chance to find a few answers. Here is a list of 5 essentials your small company must implement to grow bigger.
Customers often turn to their feelings instead of their rationale when it comes to shopping. A prime example of emotional shopping is the remarkable sales of Harley Davidsons. When each customer could make the pocket-friendly choice of getting a cheaper bike they still go for the expensive Harley.
It is the association of a strong emotional connection and sense of pride that each Harley rider feels, that brings Harley Davidson to the forefront of the motorcycle market.
Similarly, Cadbury’s concept of ‘chocolate is ageless’ attracts a vast audience because people find a sense of validation from these advertisements. Thus, making Dairy Milks the favorite for all age groups. It is the belongingness hypothesis that works for these larger-than-life brands.
Emotions play an essential role in your brand strategy. You need to portray the right emotion through your content to attract the target audience. A female-centric, stereotypical advert about marriage and family may be famous in your local community, but an advertisement about equality may attract global customers.
Finding the right emotion to build an attachment initially, and loyalty eventually, is precisely what your brand needs right now!
Branding is the perfect balance of art and science. You may fret over the perfect shade of turquoise for your logo or the right shade of Calla-Lillies for the photoshoot, but both of these may not work unless you apply psychological knowledge.
Have you ever thought why high-end restaurants always have dim lights and a romantic ambiance? Or why are mainstream clothing outlets always so well-lit? What about the pricier items being in the middle shelves and the cheaper one on the extremes at a grocery store? These are a few smart ways businesses play tricks on your mind to not only bag a sale but also keep you hooked to their product.
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The human brain is a visual processor. When products are portrayed as reliable go-to options by celebrities and social media influencers, their followers gravitate towards them.
The other thing to remember about visual branding is not only the aesthetic but also the association. Your professional logo design should represent your brand the same way Amazon’s A till Z represents the plethora of products they sell. Your visual strategy should remain consistent over all forms of communications. Whether it’s your Instagram feed or your website’s contact page, your color scheme and designs should stay consistent.
Just like Coca Cola’s red and bottle theme or Victoria’s Secret’s famous pink bag. A visual association to your brand would help you sustain the transition.
Your voice and tone define the level of interaction you have. Once you know the target audience and the channel of communication, your next step is to understand the language. Depending on the age group, gender, and other such boundaries, you need to use words that spark conversation and avoid offense.
An intersectional voice that welcomes new customers and keeps the older ones satisfied is a game changer for every company or brand. Going back to the example of Cadbury, their ideology of chocolate bringing happiness to every life is precisely what keeps them on the center stage of the chocolate world. The practice of bringing different age groups in their Indian advertisements has hiked their sales in the country.
A consistent voice that is generally accepted by the audience and reflects the core values of your company would become a source of light on your path to becoming a brand.
Whether you are a stationery brand or someone selling handmade candles, in this digital age, a strong social media presence needs to be one of your top priorities over the long term. Building an audience through interactions, comments, and giveaways on Instagram or YouTube is one of the fastest ways a company can use to attract followers.
People interact with brands that show relatable content. A bookstore is likely to get favorable responses from bibliophiles but not videogamers. Or a candle and carpet shop is expected to attract followers from a mention in a lifestyle blogger’s activities as compared to a doctor.
You need to ensure that your brand has sufficient traffic on its social media. Since people buy what they see, remember to remain constant in posting new content.
The layers of bureaucracy that are encumbered upon large brands do not apply to a small company. This benefit lets the smaller company be flexible and fluid when it comes to changes in market trends. You have the opportunity to sell something different and fill the niche that a larger brand cannot fit into. As a small company growing more prominent, it is your responsibility to produce something unique that does not already exist.
An added touch of specialty that helps your brand stand out and shine brightly is a matter of creativity. Take your time in studying the competition and devising a strategy that does not mimic others.
Always remember that innovation sells faster than mediocrity!
A well-planned and robust brand strategy has the potential of changing any company’s future. You need to take some time to think of your long-term goals critically. They define your actions, name and also the place in the market.
You need to understand that the logo, website, and sales do not make a brand on their own. Your brand is an identity that brings people together. Attracts the target audience because of the innovative content you create. Once you define your brand, the execution becomes as easy as eating pie.