If Covid-accelerated digital transformation has taught us anything, it’s The power of the brand .
The global pandemic has made consumers brand loyalty more than ever . It is seen that people are always doing their best to help local and favorite brands through the turbulent economy.
With that said, if you are planning a digital transformation of your business, branding is definitely the most important part of that plan .
There’s a lot to a brand and it certainly takes a lot of time, but we need to start somewhere.
So here’s how to create a consistent brand image to lay the foundation for your ongoing branding efforts.
Table of Contents
1. Find a brand name that has meaning to stick with
Finding an interesting brand name has never been easy: It has always been a daunting task for me. After all, I knew the name I chose would haunt me for years.
There’s also so much to think about…
Is it easy to remember and type in the search box/address bar? Will it cause too many typos? Will it generate the right links for what I do?
It was a huge decision.
Name helped me a lot recently. This tool acts as a brand name generator that suggests brand name ideas based on your keywords and niche. Unlike any other domain generator, this one:
- Comes with meaningful, cool-sounding and brand-name names
- Check availability of social media profile names for your selected domains
- Suggest a logo design that matches the name you’ve chosen (and those designs look surprisingly good, too).
Overall, I enjoy playing with this tool!
The tools also come with some business name ideas ready-made in various niches, so you can browse and feel inspired.
For local businesses, the growing domain name market also presents a plethora of new opportunities. For example, in Australia you can register . Melbourne or domain .sydney and in the United States, local businesses can take .nyc, .miami or .vegas domain .
2. Create your Brand Identity
Visual branding is an important element of your setup that forms a solid foundation for your marketing strategy. Colors and images stick in our minds and create important associations.
Using colors and branding consistently across all channels will help your followers remember you and your message and recognize your website in search results (which is also becoming increasingly visual. ).
Visme offers an interesting feature called “ Branding Kit “stores all the elements of your visual branding (color palettes, logos, fonts) and allows you to easily apply them to any image that you or your team (remotely) Yours is working:
This will allow your team to create recognizable visual content for use across all existing channels (your own website and social media channels). This is also a very detailed guide on how to trademark and copyright your blog name and logo .
3. Write down a Business Communication Policy for your entire team to use
Your brand will communicate with the outside world over and over again:
- You will send representatives to industry conferences and events.
- Your social media team will interact with your social media followers on a daily basis.
- Your customer support team will talk to your current and future customers on a daily basis.
- Your sales team will do cold calls and outreach.
Throughout all of that, there will be many individuals – both startups and often freelancers – speaking to your brand on behalf of your brand.
How many of those I Individuals will receive formal training? How many people will have a bad day? How many of them will speak in public?
Remember what is posted online most likely stays there forever ruining your chances of creating a positive image online.
clear, detailed business communication policy let your employees know what they can and can’t do or say when representing your brand and speaking on your behalf. Marvell there is a great example and here is one snake WordForce’s template but create yours based on your niche and brand image.
Your communication guidelines should also include communicating with and using ambassadors, affiliates and your brand guest contributors .
4. Establish a Constantly Evolving Knowledge Base
As your brand begins to grow, more and more online context will be added around all kinds of experiences your customers will have with your products and employees. Not all of that context will be positive.
No matter how good your product or website is, there will always be users who find your web content difficult to navigate, customers who will misunderstand your product, or who will not enjoy talking to your customer support team. yours.
All that context needs to be continuously monitored and addressed. That’s the only way to ensure that potential reputation crises are avoided and your customers remain loyal.
To control a brand’s social media sentiment, establish three important monitoring processes to:
- Track your branded search results (i.e. what people see when they search for something that includes your brand name)
- Listen, analyze and participate in social media updates mentioning your brand name
- Listen and analyze social media updates about your competitors, especially those coming from unhappy customers.
You can follow along using the sentiment search on Twitter:
While tracking your development of emotional lines:
- Identify emerging branded search terms that people seem to use when researching your brand online
- Capture the questions customers are asking regarding your brand or product
- Identify your customers who often seem unhappy when discussing your brand and your competitors on social media.
All of that should be addressed in your on-site knowledge base.
The purpose of a detailed knowledge base is twofold:
- You want to rank your own site #1 for all branded search queries so your customers end up returning to your site instead of returning for a third-party review or competitor. your competitor
- You want to create a single database for your old and new employees, containing where to find all the information to help your struggling customers.
Easily create knowledge bases: You can combine one with another use a WordPress theme or a plugin .
If you’re just launching your brand, start your knowledge base by asking questions people ask about your closest competitors. Text Optimizer is a good source of them:
5. Create your branding dashboard
Your branding dashboard should bring all of the above elements together making it easy for you to access any important resources quickly and in an organized manner. I suggest using Cyfe to create a brand dashboard that will include the following widgets:
- Twitter search widget to track your brand mentions as well as your competitor mention updates
- Google Alerts widget to monitor your brand
- A text widget to include your most important links (to your visual branding toolkit, your business communication guide, your main social media accounts, your editorial calendar)
- Embed your master worksheet with new questions and mentions to populate your knowledge graph
- Pull your most essential website analytics metrics, such as your traffic and conversions. If you’re building an e-commerce brand, pull some e-commerce revenue index is a good idea.
- Your customer support trends (via Zendesk widget) and/or your recent mail
- Recent activity on your Trello card (to make sure there’s some action happen in terms of creating brand equity and knowledge base articles)
Creating a strong brand is no easy task but it is well worth the effort. Strong brands survive any Google update, get higher conversions, and are less dependent on any single source of traffic and conversions. Branding is a constant endeavor but if you lay a solid foundation, the task becomes even more doable. Good luck!