B INSPIRED PUBLICATIONS LTD
- “I am fine posting and talking about my business, but how do I get people to remember us?”
July - September 2017
Last month I spoke about 6 simple marketing activities all businesses can do regardless of budget. The article proved to be very popular and I have since been asked quite a few questions, and it is my intention to answer these over subsequent issues.
Above is the first question we will look at.
This question is fully loaded and can be answered many ways, but ultimately, I feel it comes down to your brand and branding.
You can of course spend a lot of money on something extravagant or go crazy and do something a little bit out there to get noticed, but as our social media feeds show, people get bored easily.
Of course, people will focus on something for a given time, but something new always comes along that is more interesting to talk about, which leaves you hoping you will be remembered for the right reasons, and depending on what you did to get the attention in the first place can seriously affect this.
If, however you have a strong brand, regardless of whether people find a new topic to talk about, you will still be memorable and recognisable, whether you are at the forefront of their minds or not.
What is a brand and is there a difference between a brand and branding?
Most people think they are the same, and in short believe it is your logo.
Your logo does form part of your brand but there is a lot more to it if you want to create a recognisable and memorable brand/company.
A brand is split into two categories ‘a brand’ and ‘branding’.
What is a brand/branding?
Firstly they are two different entities: branding is only one element of building a successful brand.
Brand = Identity.
Who you are, what you do, how you are perceived – your reputation “Whatever your customer says it is” or:
“Your brand is what other people say about you when you’re not in the room”.
Jeff Bezos, founder of Amazon.
Branding = part of the process to creating your brand.
It is the look that you give your business and when done well attracts your ideal clients and makes you memorable.
Think of it like judging a book by its cover.
The look is what you see in the first instance and will be what makes the first contact. (Branding.)
Once you open the book up you start to get a feel for what it is about – it’s personality. (Brand.)
Creating/Enhancing your brand.
Now you know what a brand strategy is, write down how you want your company to be seen and remembered, and create a guide that is unique to you and your business, that you can stick to.
If you are not sure where to start, talk to your customers and people who know your business to see how they already see your business and then build from there.
To help further I have created my 7 steps to help you build a strong brand strategy.