Creating a memorable identity for your business won’t happen overnight. All the best entrepreneurs know it’s a long game — one in which you must consistently connect with your audience over and over again.
Does your brand feel forgettable?
If so, here are two possibilities for how you’re unintentionally making your business easy to forget:
1. Not communicating what makes you distinct:
Whether your industry is gluten-free baked goods or corporate accounting services, you must answer the question: Why should someone choose your business over the competition? This is why a unique sales proposition (USP) is so vital.
What’s great about your business? What convinces customers to choose you? However you answer these questions, you want to weave it into your entire marketing campaign from your tagline to your social media posts. This ensures your customers understand who you are and what you offer, encouraging them to choose you.
2. Having an inconsistent personality and/or message:
Let’s face it, it’s hard to remember every brand of car or toothpaste or cereal. It gets even harder if the brand is changing all the time. Was that business the one with the red and white logo or a black and white logo? Did they say they were known for down-home hospitality or sophisticated style?
Obviously, in terms of memorability, consistency is king. If you’ve gone through several iterations of messaging already, you can assume it’s been hard on your brand and your customers. For a stronger identity, pick a strategic name, logo, value proposition, etc., and then stick to it.
Interested in learning more reasons customers may be forgetting your brand? Take a look at the attached resource. In it, you’ll find not only factors that can harm your messaging, but also eight tips for what to do about it.
AUTHOR BIO: Kacie Stoll is a project expeditor at Golden Rule Signs, an LED sign company. Her professional experiences range from marketing and public relations to sales and customer support. Stoll enjoys working with customers and vendors all over the country to execute with speed and accuracy.
It’s been a while since businesses could avoid being online; today’s businesses live or die primarily by their online presence. However, there’s a big gap between knowing that and knowing exactly how to build your brand. Even if your business isn’t web-based, building your online presence can help you promote your business and drive new customers through your doors. Here are some considerations when trying to build your brand and promote your services in an online setting.
If you’re going to be promoting your business online, you’ll need a decent amount of graphics and visual content to support it. This starts with a logo that you own and can use wherever you need; this logo should match anything your business uses physically to avoid confusion. If you don’t have a logo, head over to LogoCreator, where you can design your own professional logo for absolutely free.
Besides a logo, other content you’ll want to have is pictures from your business, promotional or marketing graphics for use in online marketing or video content you have of your business in action. All of this content helps you engage people with your marketing, rather than relying solely on long text-based content. Building this library and using it often can help promote your business online.
Use Google My Business
If there’s one place online you want to have your business registered, it’s on Google My Business. The most important benefit this free registration provides is people’s ability to see and find your business on Google Maps. People everywhere depend on Google Maps not only to help them get where they’re going but also to explore their local area and see what’s available. Your business is listed on Google Maps gives you a great promotional tool with a minimal cost associated.
Social Media Marketing
It’s hard to avoid social media, and as a business owner, you’d be ill-advised to do so. Social media offers an instant and constant way for people to interact with their favorite businesses, post reviews, and find local services. They often filter information by someone’s precise geolocation. People often ask for local suggestions for different services or products they need.
You can target people in your area with relevant advertisements using the various social media platforms, which makes your marketing dollars stretch farther as well. It’s generally free to create a profile, although you may want to use paid advertising. The point is, social media gives you a chance to get your business in front of a lot of people who are in your local area and are most likely to use your service.
Even if you aren’t inclined to build a website, you can get customers signed up for email newsletters after their visit. With a list of people who’ve already bought from you, you can send out periodic newsletters to let them know what you’re up to and all about the great deals you’ve been having. Email marketing is a very effective and reliable form of direct-to-consumer marketing, so you should really consider using it. Benchmark is a highly-rated email marketing service that automates many more mundane tasks, giving you the ability to create professional emails that get your customers to respond.
Even if your business isn’t web-based, you should seriously consider building a robust online presence. People spend so much time on the internet and social media that by relying on more traditional promotion methods, you’re missing out on a lot of potential clients. Harness the reach possible online by keeping these considerations in mind when deciding how you want to promote your company.