Building a brand isn’t easy. You have to figure out what your company represents, what differentiates you from others, and how to communicate your core values in a way that’s memorable, engaging, and relatable to your audience.
But even though the process can be complicated, it’s nonetheless crucial if you’re going to achieve long-term success. 46% of U.S. consumers pay more to buy from brands they trust, which means that if you’re not able to resonate with your audience, you will significantly reduce your growth potential.
And that’s why you should be very deliberate about not just the way you build the identity of your company but also how you brand your products. Each product is a unique opportunity to connect with your audience and grow, and putting in the extra effort in branding your products will pay off when you execute a successful launch.
To help you get started, here are some product branding tips from the experts to help you get started and achieve the results you want.
Your products are an inseparable part of what your brand is about. In fact, some might say they play a central role in how your brand is perceived and what it is associated with. So you should be very deliberate about how you develop products and brand them to ensure that they match up with your overall brand image and draw the attention of your target buyers.
Just as you should spend a lot of time on your brand name, it’s also important to take the necessary time to develop product names as well. You can use a product name generator to come up with creative ideas for your products that will stand out in your market and leave a strong impression.
A creative name that enhances the product can go a long way toward providing you an advantage over the competition and helping your products become a leading choice in their category. Combining strong visuals and an appealing design will stick in the minds of your buyers for longer, increasing the chances that the next time they need that type of product, they think of your company first.
Customers are the driving force behind any business. So it makes sense that you should consult your customers when creating a product brand that they would like to buy from you.
By talking with the people you want to attract, you can learn valuable insights about what they expect from the brands they buy from, what brands they enjoy the most, and what are some of the things that put them off from working with a company. You can also discover valuable insights into what types of products capture their attention and what makes them the most excited about a product launch.
You should also look into what your competition is doing and how they approach branding and launching their products. While copying their approach isn’t a viable strategy, you might be able to find new approaches or underserved angles that could help your product stand out and generate more interest.
Each product or service you develop should aim to offer something that the competitors can’t. That is the best way to make your marketing more enticing by giving you a strong unique sales proposition you can use to build your promotions around.
To make the process easier, it’s a good idea to take the core benefits and differentiating aspects of your products and use them as part of the branding experience. There are many examples of products that were able to enter a crowded market and disrupt it seemingly overnight by coming up with an appealing brand that offers something different.
This could be a key feature that no one else is offering, a more ethical way of manufacturing, or even a more luxurious solution that caters to the high-end audience. Whatever makes your product different, make it a central part of your branding, and don’t hide the feature behind a faceless brand that people won’t connect with.
Many companies don’t have a comprehensive strategy for developing product branding. And that can be a limiting approach that reduces performance and makes it much harder to gain an edge over the competition.
With the tips listed above, you should have an easier time developing ideas around your products, highlighting the main benefits of what your products can offer in a way that is engaging, appealing to your audience, and different from what the competition is doing.
When it comes to branding, inclusivity should be one of your top priorities. After all, if you’re not thinking about how your brand can appeal to as many people as possible, you’re doing yourself a huge disservice. We’ll discuss why inclusivity is so important when it comes to branding and offer some tips on how you can make your brand more inclusive. So, read on to learn more!
Your brand’s user experience should be top-notch if you want to survive in today’s competitive marketplace. And part of creating a great user experience is ensuring that your brand is inclusive. You need to think about how people of all backgrounds and abilities will interact with your brand and what you can do to make sure that everyone has a positive experience. Your UX should be compliant and based on numerous tests and evaluations. For example, if you have a website, you need to make sure that it’s accessible to people with disabilities. That means using clear and concise language, adding alt text to images, and using fonts that are easy to read.
Your brand identity should also be inclusive. This means creating a visual identity that represents all the people who interact with your brand. When it comes to choosing colors, fonts, and images for your brand, make sure that you’re not excluding any groups of people. For example, if you’re using images on your website or social media channels, make sure that they’re diverse. Use images that represent different genders, races, and cultures. And if you’re using people in your images, make sure that they’re not all thin and able-bodied. Showing a variety of body types will make your brand more relatable to a wider range of people. It’s also important to think about the overall tone of your visuals. Are they friendly and approachable? Or are they cold and sterile? Again, you want to make sure that everyone feels welcome when they see your visuals.
Your marketing efforts should also be inclusive. This means creating ads and social media content that appeals to a wide range of people. When it comes to your ad campaigns, make sure that you’re not using offensive language or images. And if you’re using people in your ads, make sure that they’re diverse. When it comes to social media, you need to be careful about the language you use and the content you share. Again, you don’t want to alienate any groups of people. So, be mindful of the words you use and the topics you discuss. If you’re not sure whether something is appropriate, err on the side of caution.
You need to think about how you can engage with a wider audience. This means reaching out to influencers and thought leaders who represent a variety of groups. When you collaborate with these people, you’ll be able to reach a wider audience and make your brand more inclusive. For example, if you’re trying to reach a more diverse audience, you can collaborate with influencers who have a large following among people of color. You should also think about the events you sponsor and the conferences you attend. Make sure that these events are inclusive and represent a variety of people. By attending and sponsoring these types of events, you’ll be able to show that your brand is committed to inclusivity.
Inclusivity is important for branding because it allows you to engage with a wider audience. When you make an effort to be inclusive, you’ll be able to reach more people and create a better user experience for everyone. So, keep these tips in mind as you work on your brand identity and marketing campaigns. And always remember to think about inclusivity when you’re making decisions about your brand.
In terms of marketing, for years, the generation of Millennials has been ruling the parade. Born between 1980 and 1995, Millennials were the predominant generation and also the largest focus of marketers since a huge part of goods and services consumers could be found specifically among the representatives of this generation.
However, as time flows, representatives of new generations are growing up and overtaking the market. According to the New York Post, in 2020, people from Gen Z have already outnumbered the share of Millennials. That is, they are now going to be the major driving force for marketing, and we ought to prepare!
Generation Z is also known as Gen Z or Zoomers. This demographic group follows Millennials and precedes Gen A (Alpha). Different media and researchers tend to use different birth years to identify people of Generation Z. However, most often, representatives of this generation are believed to be born between the mid-to-late 1990s and the early 2010s.
The main thing that makes this generation different is that its representatives are the first ever to grow up with access to portable digital technology and the Internet from a very young age.
Since early childhood, people from Gen Z know how to interact with all sorts of gadgets. They are pros in social media and internet search. And, as they grow up, they learn to use various technologies to make their lives easier. For example, Gen Z makes up the largest share of users of essay writing services. If they need to boost grades or free up some time, they go straight to custom writing service and get the help they need. Long story short, they are digital natives, and you can’t take it away from them.
And, due to the same reason, they have a very different outlook and understanding of this world.
As was mentioned earlier, by this time, Gen Z has already outnumbered all the preceding generations, and most representatives of this group are already about to step into their adulthood. That is, the largest part of consumers these days belong to this group. With that being said, it becomes clear that marketers should really start keeping an eye on Gen Z in order to learn how to market to this consumer contingent right.
Here are five tips to help you start marketing to Generation Z and make the most of it:
We already told you that the lives of Gen Z take place online. Unlike preceding Gen X and Millennials, people from this generation don’t know the world without social media and the Internet in general. So, they tend to use and trust the web much more than anyone else.
What does this mean in terms of marketing? Gen Zers spend lots of time using social media and the Internet, and they expect brands they buy from to do too. They want to be able to access brands and their products via different channels throughout their buyer’s journey.
How to use this in your strategy? Get active on social media! Your brand should be present in all popular channels and be active there. But, most importantly, don’t use it only as a marketing tool. Think of social media as an opportunity to communicate with your prospects and use it to provide them with funny, engaging, or valuable content instead of making only marketing posts.
Here is an example of how a popular essay writing service EssayService is balancing marketing and non-marketing content by posting student and college-life-related memes:
Since Gen Zers love social media so much, they perceive the information provided in the visual form much better than in the text form. And they crave high-quality content.
What does this mean in terms of marketing? There are two things you need to know about creating visual content that will catch the eyes of Zoomers.
First of all, they are very confident users of social media, so they see tons of visual content every single day. That is, your content has to be high-quality and eye-popping to drive attention.
Secondly, since they are digital natives, their attention spans are much shorter. Namely, an average attention span for Gen Z is only 8 seconds, which is much shorter compared to 12 seconds for Millennials. This fact explains the striking popularity of TikTok among younger users.
How to use this in your strategy? Invest in visual content! Provide eye-popping images with your posts and, also, try integrating bite-sized videos with music, effects, and overlays – these are proven to be effective for marketing purposes.
To give you an example of great visual content, look at how stylish and bright is the Instagram feed of Guess. Or check out the Fenty Beauty brand’s TikTok page to see their entertaining unpacking videos, makeup tutorials, and other eye-catching content.
The second one of the top characteristics of Gen Zers that we mentioned earlier is “They want brands to really care.” This generation cares about the world. Unlike many other people, those who belong to Generation Z tend to be well aware of environmental, social, economic, political, and other issues that the world faces these days.
And they want to see that you care about these issues too.
According to a study on Gen Z relations with brands conducted by IBM and The National Retail Federation, over 50% of Gen Zers would choose socially responsible and eco-friendly brands.
What does this mean in terms of marketing? This consumer contingent wants brands to represent their values and beliefs. Thus, the best strategy to market to this generation is to define a higher purpose of your business that can make our world a better place.
How to use this in your strategy? Find a way for your business to contribute to the world and society, and then communicate your purpose to consumers.
A great example of social responsibility as a business asset is shown by Levi Strauss. The company is committed to addressing the issue of water scarcity by reducing the amount of water used to produce its products, and consumers love it!
Unlike other consumer contingents, Gen Zers won’t keep buying from you for no reason, just because they liked a product. They don’t want to deal with voiceless and faceless brands. Instead, they want you to interact with them. Thus, to gain their loyalty, your brand needs to talk to them.
What does this mean in terms of marketing? According to the study by IBM, three-quarters of people from this generation want brands to respond to their feedback and comments. Moreover, they want to receive timely and personalized responses.
How to use this in your strategy? If you want to attract consumers from Generation Z, you need to keep communication at the core of your marketing strategy. To do this right, you should adopt commonly-used social media listening practices and tools that will help you keep track of all mentions and respond ASAP to all consumer comments.
A great example of a brand that constantly communicates with its customers and prospects is Too Faced.
Generation Z tends to trust the Internet much more than any other generation. And they spend much more time on the web and social networks than, let’s say, watching TV. That’s why they value the opinion of so-called influencers much more than the opinion of traditional celebrities.
What does this mean in terms of marketing? According to a report by Morning Consult, about three-quarters of Gen Z users are following digital creators, also known as social media influencers. They trust them and their recommendations. Moreover, that’s how most of them learn about new services or products. That’s why influencer marketing is a big thing these days.
How to use this in your strategy? Look for influencers whose audience matches your idea of a perfect customer and collaborate with them.
Today, many brands are collaborating with influencers to expand their outreach and drive new customers. For example, here is a shot from a recent partnership with Mercedes Benz by Zach King, a famous American filmmaker and illusionist.
To market to Generation Z, it’s crucial to understand what they are craving. And to understand that, you need to understand what is driving them and what values they have. Simply put, you need to know their personalities.
Hopefully, after reading this article, you have a better understanding of this consumer contingent and its needs and interests.
To sum up, here we’ve discussed the top five strategies that are proven to work in marketing for Gen Z. These are:
Try integrating these practices into your marketing strategy, and you will win the hearts of Gen Z!
Written by LinkxSeo team. This is a team of marketing professionals with over 10 years of experience in marketing. The blog of this team will tell you about useful tricks of the world of SEO and Marketing. Click here to learn more – https://linkxseo.com/
Getting your business seen by the right people and staying competitive in today’s market requires a solid advertising strategy. Hiring a branding firm is a smart move if you want to manage your business efficiently.
All of your branding and promotion needs can be handled by an agency’s experienced staff. There are a number of variables to take into account while deciding on a marketing strategy.
The following are some of the benefits of working with a branding agency:
When you employ a branding agency, you gain access to their expert personnel, including designers, content writers, and more.
It can be difficult to find an in-house branding specialist who is both qualified and familiar with your company’s needs. Such personnel may require extensive training before they are comfortable in their new roles.
In order to save money and improve the workload of their current employees, some companies assign extra obligations for advertising to them. As a result of the increased burden, their productivity suffers. It’s better to use a service and let your employees get back to doing what they do best.
Employees of your branding agency will be unable to objectively assess the state of affairs in your business. Due to their day-to-day duties, they may not be aware of the thoughts and feelings of their consumers. An outside branding firm, on the other hand, will have a better understanding of how a customer thinks and approaches things from a fresh perspective.
An advertising firm stays up-to-date on industry changes and advancements. Joining workshops and reading news allow it to stay in touch with other advertising professionals and keep their skills fresh. An in-house employee may not be able to keep up with the latest developments in his field.
The agency you pick will be able to handle any rise in advertising for your products in the future because it has the necessary experience. You’ll need to hire extra staff if you’re simply using in-house branding staff.
Ad agencies save you money on training because their personnel is already highly qualified and experienced. That means you don’t have to spend money on sending your employees to seminars or training programmes, which will save you money.
The software, thorough reports, and other resources an advertising agency uses are all included in the fee you pay for the agency’s services. As a result, you would need to buy and educate your own advertising employees to use these technologies if you had an in-house advertising department.
In-house advertising teams cost money to operate because of the salary and other perks they receive, such as paid time off and health care coverage. You have to pay your employees even if they don’t have enough work on a certain day. Instead of paying for time spent doing nothing, working with a company like this is far more cost-effective.
Unlike a general marketing firm, an advertising agency has specialised knowledge and is up-to-date on the newest marketing techniques and technological advancements. You can also learn a thing or two from their strategy and decision-making by recruiting them. You also understand the current industry trends and what changes you may make to your organisation in order to remain competitive.
There are some times of the year when a particular advertising strategy is more appropriate. The agency may focus on social media advertising at certain seasons of the year, but at other times, it may shift its focus to other mediums. Depending on the circumstances or the exact goals you wish to achieve, the agency will alter its advertising plan.
In order to keep track of how much money you’ve spent, an expert advertising firm will have the essential tools. Using their services, you won’t go over your allotted spending limit because they’ll keep track of how much you spend where and on what. An in-house employee would have a difficult time keeping track of all of the company’s spending on several platforms.
An experienced branding agency will collect data on your behalf, analyse it, and create detailed reports that you can use to maximise the use of your resources and achieve your objectives. If any of your tactics aren’t working for you, they’ll tell you how to improve them.
This gives you more time to focus on other elements of your business when a professional branding agency handles all of your branding and marketing. You know that you can rely on the help of qualified and experienced experts to help you grow your organisation.
In the event that your existing tactics aren’t yielding the intended results, you can always consult with your agency about how to improve your results. In this manner, an in-house employee cannot be held responsible for any mishaps that occur.
There are times when you may want to tell the branding firm to look into what went wrong and adjust their strategies accordingly if certain branding policies aren’t bringing in the desired outcomes.
Employing a third-party branding firm gives your company peace of mind. When they don’t think they can learn or offer anything new within the company, employees may look for work outside the company.
When this happens, the company is at a disadvantage because a new employee may not be a suitable substitute, and he may require a significant amount of time to acquire the same experience as the prior employee.
As you can see from the above factors, employing a branding agency is a great way to gain a lot of benefits and expand your business.
Branding represents who you are as a company, your philosophy and values, and the story you want to tell your audience. Consistency is, however, crucial to the success of your branding efforts. According to a study from Salesforce, 75% of consumers expect brands to offer a consistent experience across multiple platforms. Another study from Canto also showed that consistent branding increases total revenue by 33%.
To ensure consistency, your company must invest in brand compliance measures. Brand compliance ensures that your company stays in control of your identity and image, regardless of how many partners and channels are introduced into the mix. Without an effective brand compliance strategy, you’re failing to take advantage of the opportunity to build brand recognition, trust, and authority.
‘Brand compliance’ refers to a marketing initiative that aims to ensure that all branding elements align with the company’s quality standards, visual identity, and values. Staying true to your branding allows you to protect your interests, ensure the loyalty of your customers, and prevent errors and misuse that can adversely impact your company.
There are different ways to ensure consistent messaging. For instance, you can establish a dedicated brand compliance department or you can use software that allows all the relevant teams to store, access, and manage on-brand digital assets in one central location.
The goal of brand compliance is to ensure that every step your company takes—even the seemingly trivial ones—adds value to its brand. Here are some of the other goals of brand compliance:
Essentially, a company’s branding is its unique identity. It’s what makes you stand out from your competitors and encapsulates your company’s values, voice, and personality. Brand compliance helps you protect this identity for your employees and your customers.
Here are the other benefits of developing a compelling brand compliance strategy:
Having a written set of guidelines is a good start. However, you shouldn’t stop there. Brand compliance isn’t a one-time activity—you’ll need to work on maintaining your brand integrity continuously. Here are some tips to help you out:
Brand compliance is challenging, but it’s attainable. It requires careful planning, a well-organized team, and an intuitive software to tie everything together. To ensure consistent branding across the board, design and implement formal guidelines that your team can use. They should have the right resources and tools to ramp up your brand compliance efforts.
Every company has a unique value proposition (UVP) and something they excel at. The thing that makes you more desirable than the competition is likely your UVP. You’ve spent a lot of time and effort building expertise, but you also have to showcase it or your potential customers will never know what’s so great about your company.
McKinsey recently released a report pointing to the impact of COVID-19 on innovation. Digitization rose exponentially due to the necessity of staying home. This created more space for entrepreneurs, with 1.5 million new business applications in the U.S. alone.
If you want to stand out from the crowd, you must show what makes your brand different. Here are the top ways to showcase your expertise along with a few examples of companies doing it right.
Sometimes you don’t have to say a word to show your expertise. The right photograph is worth 1,000 words. Rather than saying you create amazing websites, show off some screenshots of those sites. Instead of pointing to your updated equipment, share an image of it.
Invest in photographs of your top players. A professional headshot makes a different impression than an image shot in someone’s backyard.
Leroy Merlin is a French interior design firm. Rather than talk about their many successful designs, they show some of them in unique representations. You can see everything from a teen bedroom to a living room.
If you’ve been in business for a while, your experience is obvious. Use cold, hard numbers to show users how much expertise you have. You can also highlight some of your more interesting projects, but for your headline or tagline, utilize the number of years and why that makes you an expert in your industry.
EAM-Mosca states they have 35 years of experience with a team of experts in the industry. They then offer advice from their people in strapping machines, materials, spare parts and service and support advice. They make it clear they can offer an all-around solution to users.
In order to share your unique value, you first must know what it is. What do you bring to the table that no other brands like yours offer? You should study the competition to see what their UVPs are. Choose something outside the norm.
At the same time, your UVP should be something your target audience cares about. You might have the cleanest factory floor in the area, but if people don’t understand the benefit to them, they won’t care.
Some people are kinetic learners and they have to try something before they’re convinced of its value. One thing you can do with service as a software (SaaS) type business is to offer a free trial. If you sell a physical product, you can showcase the advantages via a video or customer testimonials.
Gong offers potential leads the opportunity to try out their software simply by sharing an email. Note how they talk about the advantages of their software in one short paragraph and then get right to the call to action (CTA) of getting them to sign up to try it out.
The company knows if they want you to continue to use them into the future, they need to sell you on the convenience of the product by getting you to use it and see how much it helps you.
Since the beginning of time, people have loved to sit around a fire and share stories. When you share your expertise via a tale, consumers are much more likely to listen and absorb what you have to say.
Storytelling can enhance your images and headlines. Think about a fun way to share your expertise via video, infographics or blog posts.
Pipers Farm utilizes family farms and they tell a story about how they started and the families they work with. It pulls the reader in and shows what is unique about the company. You go along their journey with them and learn about their expertise in the process.
Another idea is using icons to set off your areas of expertise. You can list out the benefits of doing business with your brand and list each with an image, subheading and a few details about the thing you’re good at.
You’ve likely seen this method utilized on service sites where they say something like, “Benefits of our service” and then list out the specific features they feel they excel at. The way people see you and the image you want to project are sometimes two different things, so make sure you can back up any claims you make.
Before you can highlight your expertise, you have to know where you excel. If you have weak areas that discourage potential clients, work to turn them into positives. Once you have a list of the things you thrive at, go ahead and share what they are with anyone who visits your website.
Ideally, you’ll share your expertise throughout your site. Your blog posts should highlight your experience. You’ll have testimonials, reviews, benefits lists and many other elements all pointing to you as the best choice for the person to buy from.
Eleanor Hecks is the editor of Designerly Magazine. Eleanor was the creative director and occasional blog writer at a prominent digital marketing agency before becoming her own boss in 2018. She lives in Philadelphia with her husband and dog, Bear.
59% of shoppers like to buy products from brands they trust. But earning that trust is not something that many brands know how to do.
A brand is much more than just a logo and a name, it’s the overall visual, written, and value-based image that must be curated over an extended period and across all modes of communication with the target audience.
The good news is that for smaller companies, developing a brand image might actually be easier than for large corporations. This is because SMBs can take a more focused approach when developing the brand, using little specific details that drive home what the company stands for and what makes it different.
Let’s explore a few of the most effective ways to build a strong and unique brand identity below.
The first item on this list might seem a bit surprising, but it’s actually a powerful strategy that can help create separation from all of the competitors in your niche.
Having a consistent selection of products is essential, but you should also consider developing seasonal product collections such as holiday gift boxes. These can be curated collections of products that are perfect as a gift or as a seasonal treat for yourself, and the only limit to what you include or how you package it is the way you want to highlight what your brand is about.
You can create beautiful packaging that reflects your unique style, messages highlighting your voice, and products that deliver clear value to your customers.
At the same time, these gift boxes are an excellent product to showcase on your marketing campaigns. By running social media ads with beautifully packaged gift boxes, you can grab the attention of people who might otherwise not click on your regular products.
A brand’s strength is only as great as its customer base. Therefore, when creating a unique brand identity, it makes sense to start the process by taking a customer centric approach and figuring out precisely who you want to cater to, and how.
Customer centricity implies putting your customers above all else, focusing on providing them with the best possible experience, and trusting that success will follow. This means not just delivering good-quality products but also ensuring that the values your business puts forward are aligned with what your ideal customers care about.
What’s more, it means addressing any issues they might have quickly and doing everything you can to ensure that every customer walks away happy.
The term unique brand contains a pivotal clue about how to develop it. Uniqueness is a trait that’s only possible in relation to something else, so the right way you make your brand stand out will largely depend on the type of competition you will be working against.
To develop a memorable and engaging brand that will be more appealing than others, you must first perform a thorough analysis of the landscape in your market, figuring out what your competitors are doing, how they’re positioning themselves, and how you can fill a currently unmet demand.
Sometimes, that will mean addressing a common issue that all other brands fail to solve. Perhaps no one is catering to the segment of an audience? Or maybe there’s an ethical issue that more and more customers find important?
Whatever it might be, finding what could make your brand different can become the driving force behind everything you do, including the branding, the voice, and the type of marketing campaigns you run.
If there’s one area where it’s absolutely crucial to stand out from the competition, it’s customer support. Even a few bad experiences can derail your brand’s reputation, so it’s vital to promptly address every issue and offer helpful solutions that turn frustrated customers into loyal fans.
And the good news is that even small brands now have numerous tools for creating an omnichannel customer support system that quickly addresses all issues.
For one thing, you should implement a live chat function on your website, where people can quickly get answers to questions without having to fill out forms. When a live support rep isn’t available, you can use a chatbot instead, directing customers to helpful resources that enable them to solve the issue independently.
You should also have someone monitor your social media messages, where many customers will go to learn more about your brand and figure out whether they want to work with you.
Finally, consider creating a knowledge base that can act as an all-encompassing resource. This will prevent your support agents from having to explain each issue individually, as they will be able to provide a helpful link that explains the problem’s solution clearly and with visuals.
Developing a strong brand identity is one of the best ways to carve out a space in the market, no matter how competitive it might be. Using the strategies listed above, you can create more exciting products, cater to the right audience, and find ways to stand out from the rest.
86% of consumers cite brand authenticity as a key factor when deciding what brands they like and support. And another study found that 81% of consumers need to trust a brand before committing to buying from them.
It’s more than clear that building a brand is an integral part of success. Customers want to know who they are buying from and want to be able to trust the brand if they are going to choose them over more established brands like Amazon. What’s more, they need to feel that the brand aligns with their ideals and values, which promotes brand loyalty and gives more purpose to the relationship.
But despite the clear advantages of having a strong brand, many companies struggle with finding the right approach when developing a unique and appealing brand.
To help you avoid some of the more common pitfalls, let’s explore the main steps that go into building a strong brand that you can maintain and use to drive sales.
Social media remains a vital part of promoting and growing a business online. And with the number of social media users set to reach almost four billion in 2022, that’s not surprising.
However, while it’s great for generating sales and engaging your audience, it can be equally powerful as a tool for building your brand presence and establishing a strong brand voice.
After all, social media is all about communication, as it’s the perfect place to interact with your audience, nurture direct conversations, and showcase what makes your brand different from others.
Many brands have been able to grow Instagram followers by creating unique content around their products and services, emphasizing the brand’s voice and style, which the target audience found appealing and aligned with their own identity.
The same can be achieved on almost any social media platform, as long as you understand how to use it for showcasing your brand and connecting with your audience.
Over time, your social media platforms can become a hub for your audience to interact not just with your brand but with each other as well. And that sense of community will make the appeal of your brand experience stronger.
Getting your customers to share positive experiences is a crucial part of running a successful business. But that’s not the only way you can use people’s genuine experiences to showcase what your brand is all about.
Your company is not a faceless business entity but a collection of people who come together to provide the best possible service to clients and achieve success in the process. Therefore, why not put those people in the spotlight and allow them to talk about what your brand is about, who the people are behind it, and what types of ideas and values they represent.
You can also get ideas about how to position your brand by conducting employee surveys. Your team members are the people who deal with clients every day, and they also know how the company operates better than anyone else. So if you ask them what they think would represent the company best and the core values they believe should be put forward, you could gain valuable insights that help you create a more authentic brand that resonates with the people you are trying to attract.
Audience research is complex and takes a lot of time, which is why many business owners end up relying more on assumptions about who they want to sell to rather than hard data they can back up with research.
But when trying to build a memorable brand that’s different from the competition, assumptions simply won’t cut it. And usually, the companies that invest more in customer research end up on top simply because they create a brand that’s more appealing, engaging, and in line with the core values that the customers are looking for.
But what exactly should you research if you want to get to know your ideal buyers?
Well, the first step is developing a customer avatar based on the ideal buyers you want to attract. This avatar should lay out the key demographics, psychographics, browsing habits, core values, biggest challenges, and other relevant data that will help you make informed decisions about your brand.
You should also look into what your competitors are doing and how they’re positioning themselves, which can help you identify gaps and opportunities for branding that others might not be using.
Finally, make sure to talk with your customers directly and ask them what they like, don’t like, and place importance on when choosing who to work with. Usually, direct conversations with customers will provide you the most value, even if they take the most effort to organize.
Building a brand is an integral part of running a successful company. Without a strong brand presence, it’s almost impossible to compete with more established companies, not to mention industry giants like Amazon or Walmart.
The good news is that if you leverage social media, put a face to your brand, and get to know your audience well, you can build a brand that’s aligned with your audience, making marketing and sales much easier.
Think of a product that is practically similar across the board. Say water. Now think of three different companies that sell water and how they managed to convince you to think of “their” water in a specific way. In fact, you might find that even though you’re aware that water probably just tastes the same, you tend to prefer a particular company’s water over the others. The company has managed to create a certain feeling in you about its product, and this feeling made you choose the product.
This is one way of explaining what branding is all about. But, in case you still want it broken down, let’s get into it some more.
The easiest way to understand branding and, in turn, what a branding agency is, is to first understand what a brand is.
A brand is what your clients and prospective clients immediately think of when they think of your company and product. This image can be in terms of practicality (e.g., the beverage tastes good) and emotion (e.g., the beverage makes me feel young).
A brand is therefore not just about the physical and practical features of a product, but also about the emotions it evokes in the people that experience it. The name of the product must be a cue that suggests the physical and emotional associations of a product or a company. So must the logo, general visual identity, and the messages the company puts across.
The American Marketing Association sums it up this way,
“a brand is a name, term, design, symbol or any other feature that identifies one seller’s good or service as distinct from those of other sellers.”
Branding is, therefore, the process and methods employed to build this perception of a given company or product to the market.
Now that you have a working grasp of what a brand and branding are, you can now dig into what it is precisely that branding agencies in UK can do for you.
What’s been said gives you a rough idea of what you might expect a branding agency to be and do.
A branding agency communicates to the market the qualities that set you apart. In a world filled with so much competition among “similar” products, a branding agency will create your presence in the marketplace by stressing specific characteristics of your product or service over others.
The best way to do this is usually through looking very closely, not just at what your product has to offer, but also what your company and team have to offer. What is your product and company personality? Yes, your product does have a personality; if you think it doesn’t, it’s time you take time to figure it out. You might be selling water, but what kind of water? What will help you start defining your water?
Take a look at the visuals your company is attaching to the product. Do they communicate a positive or negative association? Are you selling a dull or vibrant personality through your product? Does your message tie together with what the visuals and quality of your product are saying?
A branding company will build your company’s story then express it in every single facet of your product and communications. You won’t need to worry about a conflicting representation anymore as the company will make sure your brand’s message is coherent across the board.
Your clients usually don’t have the time to put together complicated multi-dimensional images when they’re in the shop trying to choose among products. A customer will choose the product which brand image is clearest and can spring to mind vividly in a positive way in a matter of seconds.
This strength in image is what your branding agency will be responsible for.
Knowing what branding agencies are is incomplete without knowing how they do what they do.
Their methods are quite straightforward yet these need a good strategy to successfully implement. The steps to building a successful brand might include:
To identify this statement, you should know your competitors very well and what they offer and don’t offer. Finding this out will help you add value to a product or service that’s already on the market and stand out from the pack in the process.
How can you create a shortcut for your customer when they’re trying to choose one product? What sets you apart as a company? That is part of building your brand’s perception.
Be consistent and intentional in every part of your communication. Every piece you release to the public becomes part of the story.
As you can see, you can control, to a very great extent, how people end up seeing your product or service. To do this, every stage of building your business must have in mind what you want your brand to stand for. Even with this knowledge, you might still find it difficult to stay consistent, coherent, and effective in your brand building. This is where brand agencies will come in. Their expertise will help you produce the results you need in the marketplace.
Because e-commerce and remote experiences have become an integral element of today’s market, never mind why, it’s important to focus on your presentation. That is, how your brand is perceived by customers off-site, or within their homes.
When you ship a product to a customer, one of the first things they encounter is your brand packaging. If you ship the goods in a plain or non discreet box, not only will they notice, they’ll probably be underwhelmed. There’s a reason why you see that happy Amazon smile on every one of their boxes, parcels, or envelopes. Yet another layer down is the outer wrapping of a product, and it also matters how distinctive that is.
These days, the packaging is just as important for your branding and marketing efforts as any other strategy you might apply. How can you use this to your advantage? What are some ways that you can leverage your B2C packaging to boost your branding efforts?
To stand out from the crowd you must be unique. That’s why product packaging should be creative, engaging, and most importantly, brand-defining. A box is a box, but a cool and creative box is truly something special.
Thelma’s Treats, a Des Moines Iowa cookie maker, packages its delicious and fresh cookies inside a to-go oven. Granted, the oven is made of cardboard, but when it arrives on your doorstep, and you slide the tray of cookies out, it’s just like pulling them out of — you guessed it — your oven!
You don’t have to be quite so elaborate, but the takeaway should be that you need to create a unique and captivating experience for your customers. These kinds of experiences are always memorable, and they’re certainly buzzworthy.
There are entire communities dedicated to unboxing appealing products during video recording or a live stream. Influencers and audiences alike love when product packaging is top-notch.
Content creators often start by capturing footage of the unopened packaging. Soon after, they will begin opening up the package, whether it’s a box, parcel, or something more elaborate while commenting on the setup, what they find inside, and the initial presentation of the products.
It’s a communal experience, which involves the audience, as much as the creator. Everyone gets the opportunity to experience the event, whether they have the product in their hands or not. All of this generates buzz, and the content is shared across the internet from social media to messaging boards.
You can encourage your customers to hold unboxing events, not just by saying that outright but also by providing a tailored experience — this ties into the strategy above about getting creative. When designing your packaging, think about how people will be interacting with it. What will it look like on those live streams? Will people enjoy it and want to get in on the action?
Product packaging, for the most part, exists to protect the goods contained within. That is a critical element of a successful package design, but it’s also important to ensure usability. Can your customers remove the packaging easily or is it frustrating?
It’s important to strike a good balance between protection and usability. We see this a lot with tamper-proof solutions. The design is more complex to prevent tampering or to improve safety — like pill bottles meant to keep children out — but that can lead to more frustration. Even so, tamper-free designs are necessary for select goods, so it becomes about deploying them in a smart, efficient way.
The same balance must be honored with your product and brand packaging. It can be difficult to achieve with certain materials, like hard plastic, but a solid workaround is to create a viable entry point, like pull tabs, perforated edges, and beyond. These helpful additions make it easier to breach the package, without compromising integrity. Smart designs can also help, where the packaging is lovingly crafted, from the onset, to provide a pleasant unwrapping experience.
It reflects on your brand, like it or not, so when it’s difficult to open packaging or the entire experience becomes a hassle, it leaves a sour taste in people’s mouths.
Although it’s something that has applied for dozens, if not hundreds, of years in retail, the presentation of your product packaging and how it looks on store shelves still matters.
You may wonder how shelf appeal differs from doorstep appeal, and the distinction is quite easy to quantify. When a package lands on a customer’s doorstep, they’ve already invested. But for a package sitting on store shelves, you’re targeting people that haven’t yet purchased your product.
It means that you need to catch their eye, more so than the competition, and the packaging needs to provide a good representation of your brand, at a glance. That’s no small feat.
Above all, any packaging you create needs to be universal. It must have appeal in-stores and online. Here are some ways to make that happen:
Over 80% of consumers from North America, Asia, and Europe believe it’s “important” or “extremely important” for companies to develop eco-friendly products. Moreover, 77% of respondents say that plastic is the least environmentally responsible packaging material.
What does this tell you? People want to do business with environmentally-conscious companies, and they value the ideals behind sustainable operations.
Applying this to your brand packaging means going eco-friendly for the materials and design. You’ll likely find that people love eco-friendly packaging, especially when it’s not overtly harmful — such as those plastic soda rings that wreak havoc on ocean creatures.
Slapping a QR code on your packaging can generate a lot of buzz and fun for customers. Even better, they can be used to create augmented reality experiences, or alternate reality games (ARGs). It’s also a neat little way to incorporate technology into your packaging, without actually embedding electronics or devices.
Most QR codes are designed to open a website or app store page after being scanned, but they can be used for much more than that. They can show nutrition information, product sourcing, deliver messages, or share marketing details and promos. They’re also extremely accessible because most smartphones include QR support built-in.
So, there you have it! Those are some excellent ideas for reimagining and boosting the perception of your company through product packaging.
Be creative and unique. Consider the usability of the packaging and how easy it is for customers to open or engage with. Prioritize the presentation for both in-store and online experiences. And finally, think of the ways you can use customer sentiment to boost your brand, through events like live unboxings, incorporating eco-friendly materials, or leveraging modern technologies.
There are truly some amazing opportunities if you know how to unwrap them!
Eleanor Hecks is the editor of Designerly Magazine. Eleanor was the creative director and occasional blog writer at a prominent digital marketing agency before becoming her own boss in 2018. She lives in Philadelphia with her husband and dog, Bear.