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Maximizing Your Brand

Now That You Have a Brand… Maximize It!

This is a follow-up to Tara’s earlier post, Branding: It’s More than Your Logo. Be sure to check it out. 

When you decide to go into business, one of the first things you create is a business plan. Of course, as it implies, a business plan is simply a comprehensive plan or document that you create to lead your business to success.

Likewise, a marketing or branding plan is simply the outline of your business’s marketing and advertising efforts for the coming year.

To be successful, the best thing that you can do for your company is to plan – prepare for the worst (and have a plan ready to go if something major happens)  but to always hope for the best!

The best thing that you can do for your company is to plan. #marketing #business #brand Click To Tweet
Person drawing out logo options in a notebook
Our earlier post described why your brand is more than your logo. But you don’t want your logo associated with anything except your best offerings. Keep that in mind with every interaction your have.

What does it mean to maximize your brand?

To maximize your brand, you must first create branding that will captivate your intended audience.

As a brand, one of the best things you can do is consistently engage with your customers and target market to make them feel a “part of” your brand by inviting them to engage with your company on a personal level.

Many businesses engage easily with their customers by doing in-store promotions or events as well as using social media to talk to their target market and help make them feel welcomed by creating a relationship between the company and the people within their target market.

Woman balancing words - business, goals, plan, customers, marketing
Your brand must be considered alongside every marketing and sales strategy your company employs. Are you being consistent? Are you reaching your ideal customer? These, and other questions, need to be considered every step of the way.
How often does your company engage its customers? Talk to your customers to maximize your brand. Click To Tweet

Branding Identification

First, your brand must be easily identified by anyone. Brands that do this well are Target, Toys R Us, and Apple. I know you’re not likely running a multi-million dollar corporation, but you can learn a lot from their brands.

They all have great logos that are extremely easy to identify, and they’re very consistent in the way that they talk to their customers.

When you go to their stores, shop with them online, or even engage with them on social media, they have already set the expectation for you as part of their brand management.

Consistency with Branding

Consistency with your branding is key here – especially if you have employees.

As a business owner, you need to set the expectations for both your employees and how you expect them to treat your clients and the target market while they’re on the clock as well as setting the expectation for the customer whenever they interact with your brand.

The decisions you make on how to use your logo, how and where to advertise your brand, how to engage with people online, and how to engage with people in your stores or while representing your business need to be applied consistently so that your customers have a great experience each and every time that they interact with your brand.

Cell phone with apps
Why wait in line at the customer service counter when you can engage online? Be thoughtful in your online customer interactions. Just ask Cracker Barrel and United Airlines.
Your customers want to hear from you. Develop a caring and consistent brand. #business Click To Tweet

Social Media

When it comes to brand management, social media is in a category of it’s own because you never know what is going to happen when you have millions of people from all over the world potentially engaging with your brand at the same time.

Don’t think it’s possible? Well, neither did Cracker Barrel until they fired Brad’s wife. Or United Airlines until the backlash over beating and dragging a passenger off of a plane.

The way that you engage and address your customers on social media can literally make or break your brand – especially if something goes viral. The best way that you can use social media to maximize your brand is to create a posting schedule.

In my experience, posting 1x a day is great for most small businesses, but if you decide to post more than once a day, you’ll want to spread out your posts by at least an hour.

Thanks to handy applications and websites such as Buffer, and Grum, you can schedule your social media months in advance if you wanted, though I recommend schedule up to 2 weeks in advance so that you can ensure that everything you’re posting is still timely and relevant.

If you have an employee doing your social media, these tools will also help you ensure that their voice is your brand’s voice… before your posts go live.

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