Brand equity is the perceived value of your brand. Brand is more than just your logo, color palette and graphics. Your brand is your best you in the eyes of the prospects and customers.
The equity of your brand is measured by its ability to attract, connect, impress, influence, and lead the market. Brand valuation increases when you emotionally connect with your desired customer to build recognition and preference.
The mistake many companies made is to focus more on themselves vs. what is important to their desired customers. Move beyond the feature and function conversation, and instead focus on demonstrating leadership, value, and influence. This will not only guide your branding, but your content, as well.
Before you start designing logos and choosing colors, here are 5 steps you should take.
Branding Step 1: Know your customers
You should start by understanding who your prospects and customers are beyond their job role or demographic category. Ask questions to uncover how they think, what drives them, and what their passions and goals are.
When you truly know your customers, you can shift focus to them, and not on your products or company. This will allow you to begin to connect with them on an emotional level.
Branding Step 2: Be in all the places your customers are
Next it is important to identify where your perfect customers find their information, and how they like to absorb it. Where do they look for answers? Determine what social channels they use, what influencers they follow, which events they attend, and places they like to visit. In addition to discovering the best marketing channels, you will also learn the language and tone that best resonates with your customers.
Branding Step 3: Have the answer to your customer challenges
Uncover what your prospects and customers really need. Sometimes customers themselves have a hard time articulating what they need. You can do this for them, once you have done is much more than Next appeal to your customer’s challenges and needs with content that provides the answers to their career, personal, or business challenges.
1/18/2020 1 Comment
I am actually not afraid of clowns, but spiders send me running. However, I show no fear when it comes to taking a chance with exciting and engaging content. Marketing analytics and testing is the key.
As long as you have your key performance indicators (KPIs), goals, and A/B testing in place; you can afford to take chances with colors, graphics and messaging to see what has the biggest impact and results. Great digital content gets you found by the right customers.
Use email for nurturing, not solicitation. I get higher conversions on nurture emails attached to content downloads versus emails blasts to a purchased prospect list. Why? Because prospects who download content are more likely to be interested in what your company has to offer. They found you and your great content. This is one of the ways to close more customers.
Content creation is key to digital marketing strategy. Sometimes it seems easier to just check the box on one piece of content and move on to the next in your long line of tasks, but you might be missing an opportunity to maximize that content with minimal effort. You can keep your messaging targeted to all of your personas and consistent across multiple channels, while better managing bandwidth by following these six simple steps.
1. Bundle your content into themes
Instead of starting with, "I want to write a blog article about my product," first determine a theme that speaks to a customer challenge without talking about feature/functions. Be a thought leader, coach and adviser - offer them something to excel in their job or build a story for something they can't live without. Themes can be pain or goal based. They should be provocative or emotional.
From self-proclaimed, to award winning, to unsung geniuses; there are many definitions of what makes someone a marketing expert. As techniques and technology evolve, so have the characteristics of a marketing expert. Here are some of the signs that make marketers stand out to me.
1. Marketing experts use content to tell a story
Storytelling gives your content a soul. Use words, text, images, sounds and/or video to tell the story of your solution/product by wrapping the value, capabilities, and details in a relatable, compelling way that evokes emotion and action. You take all of the information from the product team, sales professionals, executives, and customers and create a narrative that excites and engages the right audience. Why not show two scenarios: one without your solution and the better scenario with your solutions.
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