11 Not So Obvious Branding Basics for Easier Lead Generation
Want to multiply your customers with better branding?
Branding is the magic touch that allows your company to reach an audience. The possibilities of who you attract to your business with the right brand are endless — more reason to build a clear brand identity to zone in on the right audience.
Your brand should speak volumes about what your company does for your customers. Keep in mind that every aspect of your presentation influences buyer decisions. With more effective branding, your identity as a company can grow into a solid brand reputation worth sharing.
Here are some branding basics that assist in lead generation:
- Get a Mission Statement
- Remind of Benefits and Features
- Know What Customers Think
- Consistency is Key
- Stay True to Your Brand
- Logo. Tagline. UVP. Get them.
- Brand Voice: The Do’s and Don’ts of Tone
- Total Brand Integration
- What’s the Message?
- Style Guides, Templates, Briefs, and Design Standards
- Define the Why
A mission statement is a brief outline of your company’s overall purpose. It’s the reason for your goals or the existence of your business. Do you have a reason to do business that’s too legit to quit? If so, tell them about it.
Why does your product make customers happy? What use or benefits does it provide? In order to sway them to take a closer look at what you offer, you have to dazzle them with the specs.
The problem with your branding is that it doesn’t keep the customer in mind. They think everything there is to think about it except what you originally intended. How could you have gone wrong? The fact that you know everything about your own company, brand, and products means that onlookers may have a more difficult time deciphering what exactly it is that you offer. This is because you haven’t narrowed the details down to a few convincing statements that speak to them direct and make them take action.
It helps to get a better understanding of what they’re expecting first.
What if the news stations took a day off? The news would then be that the news stations were ruined. This is the online climate for digital marketing professionals. Without a continuous stream of content and social media interactions or responses, people tend to forget about you fast. The times change in just one day, so don’t get lost in the never-ending streams of the competition’s content overnight!
What’s worse than a lacking brand identity? Betraying it. It’s the same reason everyone watches Disney movies with such scrutiny and attention. It’s because they know what to expect from you as a company. Loyal customers tend to turn rabid and angry when their favorite brands act out of character.
Branding is never complete without the visual, audible, and snackable. You need a Logo that works with your brand to attract the eyes of the right customers and help their minds remember your company. Good branding is a gentle reminder.
You need a Tagline that runs through customers’ minds like a broken, yet dutiful record. They need to know why all of this is so very important to them. You need a Unique Value Proposition.
Don’t give into the cliches, but do present what’s familiar. Don’t sell with direct statements to buy, but do utilize your Call to Action. Do give your company a personality with a voice (an original tone or manner in which to convey your message), and don’t break face.
Some call this 360 degree branding. Total brand integration is the act of modifying your entire presentation from the way you dress, talk, and interact with customers to the type of products you produce in order to suit your brand-style. This sets a better foundation for customer conversion and lead generation.
The message should always be ringing loud and clear in their ears — but you don’t necessarily need to state it aloud. How can this be done? By capturing the message in every aspect of your brand from posts, photographs, and videos to web design and content marketing.
The message you convey should immediately answer any questions they have about your company.
To keep your content concise and consistent with your brand, you need to apply style guides and briefs to design and content creation.
This keeps the “look” and “feel” of each content piece the same. You can describe a mood or tone in which you would like to convey your message. A brief allows you to narrow down the goal of your brand and exclude what it is (and what it is not) with each additional creation or design standard in colors, shapes, textures, and typography to give it more authentic character.
Your customers buy into the why. It’s why you do what you do that gets them most excited about you. That’s because, beneath every great company is a customer base made up of real people. Real people are more interested in your story. That’s how you build real connections from person to person — how you, your team, and company as a whole got to where you are going, and why you set out down the path in the first place.
Beyond the product itself (the thing that they need), they could care less about the inner-workings of your company unless you give them a reason to care. The reason is your own “why” — why do you do what you do? It may not even be related to business, but on the occasion, your “why” is a more powerful Call to Action than the need for the product itself.People like to know that you care about people and are passionate about what you do.
Does your brand reach your business audience?
If not, you’re in need of better branding. Get the Beginner’s Guide to Lead Generation for more effective methods and branding basics that convert leads into sales. Start building your customer base and online community today.
SUBSCRIBE TO OUR BLOG
Get the tools you need to grow your
business delivered to you weekly.
Enter your email address below: