Building More Value Out of Your Branding Campaigns
The marketing world is brutal. Consumers have changed the way they buy, what mediums they frequent, and the social sphere has grown immensely. As products and service advantages erode under the weight of global competition business owners and marketers are asked to drive more differentiating value from the brand its self. This alone is a very substantial challenge. We’re going to look at how to add and squeeze as much value out of your brand as possible. We’ll also see real world examples from both large and small businesses and how they’ve made the change.
Creative Content is King
Content every day bombards consumers. Content has to stick out if people are not actively seeking it out. The best way to do this is to activate a digital experience, like video. A church in North Liberty, IA is doing a great job of this we speak. Finding a new way to reach people via digital platforms like YouTube, Vimeo, etc… can make your business stand out and speak to customers. The more you speak, the more you’re going to add value to your brand.
Grabbing Attention and Going into Memory
The five steps to building Brand Equity/Value in a nutshell are:
1.Target your Audience
2.Craft a brand image
3.Get the customers attention
4.Make the consumer remember your brand
5.Reinforce the brand image
Number three and four can be downright miserable for companies! Number three is the key to making your marketing lives a lot easier though. Be creative and stick out with a funny commercial or something that hits home to the heart (Zillow takes the cake heartfelt commercials). Building a marketing campaign that is more creative than analytical will always get more out of your brand and pay off in the long run. Focusing and putting all your effort into #3 will squeeze more out of your brand. One of the many reasons to invest in a marketing agency.
Tap Into Your Workforce for Value
Let your workforce be the voice of your company. Find people within to create content, or highlight people in the company and develop stories. Shedding light on employees can add a whole new level to your brand. It can be a challenge finding people to do this within your company so don’t be afraid to start small if you lack resources. Get one blog post from two employees a month to add to your content funnel. Once you build from there, you can start asking to use employees in videos, that usually is easier to do. Here’s an example of one our works we did for a B2B selling tool for a client.
Tell a Story Instead of Promote
This is cliché, but some of the best companies have taken it to heart and have made strides in their marketing efforts. Check out Nike if you want an example of Storytelling . Nike has a rather large budget; however, on smaller scales, ideas like this can be reproduced and created in with your own marketing. Be creative and tell a story of a client using your product and how they went through the buying process. It does not have to be as extravagant as Nike.
It can be hard to squeeze more value out of your product or service, but, unfortunately, companies have to do it. What the marketing world today has created has been more creative content and new ways to engage with potential customers. Don’t be afraid to take that next step and strive for more brand value.
Maudience is a North Liberty based marketing agency that specializes in creative development and video production.
