5 Approaches to Brand Visibility
“What do the most successful businesses/brands have in common”? Let me re-phrase that… “what’s their secret…”.
In terms of a brand environment, this is a question many business owners face when trying to grow a successful business. Ideally, they keep up to date with marketing trends, follow what other businesses do and most importantly maintain a consistent brand image at every level.
One thing Salamandra can tell you is that successful brands such as Milwaukee Electric Tool Corporation and Artemis Fund management company (both clients) have a coherent tone in the marketing of their brand, which has helped their global brand awareness and market influence. Read this guide below to learn five different approaches that businesses are taking to making their brand more visible.
Getting The Team Behind One Set of Messages
For our first tip, we think that maintaining a coherent communication plan with your internal and external stakeholders would be the ideal start. By running an internal messaging workshop you can gather the team into applying one unified perception of what your brand is all about and how to articulate it to your various audience personas.
The workshop should include and outline the messages’ why, when and how for topics such as emotional marketing, competitor analysis, internal strengths, planning and implementation of goals and most importantly, consistency in the tone of voice at every marketing touch point.
“Each internal and external communication channel must understand and embody the organisation’s brand, from the people who build the product to those who design it, market it, sell it, and help customers enjoy it. This message must be clear, consistent, and allow for a real emotional connection to the products and services you sell”. – Graham Immermam, Director of Marketing at MachineMetrics.
Show (Don’t tell) your Brand
When marketing, it’s important to visually show, not tell what your brand is about. So, for our second tip, we strongly recommend following your brand guidelines and consistently referring to them in all aspects of marketing. By keeping uniformity of look, tone of voice, colour palette, photography style etc, you build up a familiarity and trust with your brand, no matter where it is viewed.
For example, you would never see hugely successful brands like Virgin or Fortnum & Mason with differing logos or brand colours, no matter where you see their branding, around the globe – you’ll always notice a consistency in their branding, which is worth emulating yourselves.
Let Your Case Studies tell Your Story
We can’t begin to say how important case studies are for a business because presenting and showing your clients work can attract new prospects that are interested in similar services.
However, just simply talking about what you’ve done may not be enough for people to care or acknowledge your business. Which is why for our third tip we recommend that you create a show-reel / animation, outlining your experience, visually so that consumers and clients can get a better understanding of what you can offer in a memorable way. We can help!
This can serve as re-useable marketing content for social media, creating a worthwhile marketing tool for your target audiences some examples include PPC, Google Ads and inbound marketing. Whether you’re in retail or finance, your target audiences can view, like and share your success stories online, which is the first place they’ll go to, when considering buying products or services from you.
Check out the explainer video we created for ARCC in just 1.30 minutes we explain their services, simply.
Be the Leader in Your Industry
By taking initiative on social media you create a spotlight in your industry whether you’re an SME or a large corporate business. Good examples of this are Hubspot and Meltwater, as most marketing agencies refer to the work they do and influential impact, causing a ‘chain reaction’ of ongoing inspirational work and ideas. So, for our fourth tip, we’d highly recommend consistently showing leadership in your brand’s social media marketing, because there are so many businesses who look up to Hubspot/Meltwater and by taking your own initiative and becoming a leader in your industry, you create your own network who in time will look up to you!
“We used a thought leadership strategy via LinkedIn to elevate our corporate brand. We built out professional bios for each of our executives in a uniformly branded way and started publishing on their profiles, expertise-specific articles, which elevated their personal brand in a way that contributed to the company’s professional brand”. – Cori Linder, Retail Realm.
Tell Customers The “Why?” Story
Customers in today’s competitive and sensitive markets don’t buy ‘what’ you do, they buy ‘why’ you do it. With the rise of platforms such as Kickstarter, any business or individual can get funding for a project by explaining why people should donate or spend their money on the product once it’s released.
Knowing this, brands need to make sure that the story they’re telling is the right one by explaining the brand’s goals in an emotional and engaging way to really resonate with their target audiences.
Why not use animation as an option for storytelling , because having an explainer video on your website saves time and effort for your prospects and essentially does all the work for you, bridging emotional connections and painting a picture a few thousand words can’t do, maintaining viewer retention in the products or services your brand offers.
If you need any help, call us, we’re experts in visual content marketing. Have a look at our explainer video above, which tells our story in just 37 seconds. Can your brand do the same?
Genre: Digital , Idents , Illustration , Print , Storytelling , Strategy/Insight