Ways to strengthen your brand presence

Ways to strengthen your brand presence

Standing out from the crowd has always been important in business, but in an age of social media, it is becoming increasingly difficult to rise above the noise – to become the tallest poppy.

We can’t emphasise enough the importance of strong branding, but many small businesses are guilty of failing to invest enough time and effort into building a distinctive identity.

Even the simplest attempt, like branded custom basketball jerseys for the staff, or giveaways like pens or umbrellas, get ignored even though they are very effective marketing tools.

Over the course of a lifetime, most people will come across a handful of brands that are instantly recognisable – companies such as Audi, Nike and McDonald’s can command a premium for their products and invest a vast amount of money into advertising or PR campaigns to reinforce their brand voice and positioning.

Melbourne showbag

Strangely, given the success of large brands, it is often an afterthought for many smaller businesses to invest time and effort into building a powerful brand.

We can see the consequences of this in the current state of the economy – businesses that are able to build a distinct brand identity, build a stronger clientele and capture a higher proportion of their markets.

If you are looking to strengthen your brand presence, there are several ways you can do so.

One of the best methods is to expand your brand’s reach. Whether that’s through increasing your social media presence, creating new content, increasing your advertising spend, or a mix of all three.

These actions will help you build a stronger brand presence and increase the trust that your customers have in your brand, which will ultimately result in an increase in sales.

Whether you own the biggest distributor of a rare humidor Australia has, in Victoria, and want to create a Melbourne showbag to promote it or want to hone your brand “tone of voice” for a local farm shop or high-tech SaaS company, a brand message is a way to go.

But – there’s way more to branding than a pretty logo and some giveaways.

A “brand” starts when someone answers your phone to a potential client, when an email enquiry is replied to, or when someone walks into your building or website.

Your receptionist can blow your whole branding strategy just by answering the phone badly.

Reception or “front of house” is the first point of contact for potential clients and your existing customers.

If your receptionist is not answering the phone professionally or is not responding to enquiries quickly, it can immediately turn away business and lead to a poor impression with callers.

We can destroy all the advertising and marketing spend in the world unless every member of your team – from the cleaner to the Chief Executive – is aware of the brand message and how to convey it.

Imagine someone calling – or even calling in on your firm – just after closing. Normally, cleaners and ancillary staff would ignore visitors. But what if they didn’t?

 What if your cleaners approached the visitor with a huge smile or answered the phone with a chirpy, “Can I help you at all – everyone has gone, but I can pass on a message or see if I could help you; save you a wasted call/journey?”

How would that make your caller feel – you can bet they never had this happen to them before. They’d tell everyone about the experience. Ditto with your maintenance crew.

 Feeling part of the organisation, instead of outside of it, would do wonders for morale and alter the whole energy of the “ancillary staff” and their relationship with other staff.

 Allowing them to input their messages and notes on the company CRM system would be a further huge leap forward in branding.

Feeding every communication into a proper CRM system – and training all staff to use it means communication becomes seamless and leads to a happy customers and them wanting more.

 An unpleasant experience (especially in the initial stages of contact) can lead to confusion and breed apathy. A brand message is the equivalent of a sales pitch – it’s the message you want your customers to take away from your response.

The staff loyalty created by ideas like this and the old perennial favourite – the “suggestion box” – could transform the way potential and actual customers see your company.

If you are struggling with ideas and aren’t sure how to go about creating a brand voice and tone, you could speak to a branding agency in Melbourne, Sydney, Perth and all other large cities that have local agents who can advise on “tone of voice” and “brand awareness. “

What do we mean by “tone of voice?”

This is simply the language and “design” of your marketing. Think of the difference between a firm of lawyers and a trendy sports company.

The lawyers would use formal language and sober graphics and photographs on their website – typically office meetings, court scenes, legislative quotes and in-depth case studies. They may have testimonials from clients and give limited advice and ideas on their social media – which will probably be confined to LinkedIn and maybe Facebook too.

The trendy sports company would use more casual language – perhaps slang terms – and some exciting visuals and action photographs along with reviews of the products and lots of social media coverage. They may not have a LinkedIn page but would probably be present on Facebook, Instagram, TikTok and Reddit.

These, of course, are generalisations but give you an idea of how the tone of voice can differ according to your industry and your audience.

Differentiating yourself from your competition is essential now. With a possible recession just around the corner, allowing yourself to stand out from the crowd should be the number one aim in strengthening your brand presence in your market.

Sometimes, we are too comfortable in how we think our prospects see us.

It is important to be objective and see ourselves as others see us if you want to slay the branding beast.

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