We’re all familiar with big brands that are instantly recognizable all over the world—McDonald’s, Coca-Cola and Samsung—to name just a few. A lot of effort and money goes into positioning those brands for the ultimate exposure and recognition. And while smaller businesses can’t compete on this scale, there are things they can do to optimize their brand strategy to get better recognition and customer loyalty.
When a brand is optimized, its logo and brand components are quickly recognized through their messaging and visual attributes. People are pulled in to their appeal and feel comfortable engaging with them because they are familiar, reputable and consistent. Optimized brands also use simple personas to cut through the clutter of competing brands in the marketplace.
Fortunately, there are great opportunities to optimize your brand even if you don’t have big bucks to spend. Utilizing content marketing and building a presence on social media are low investment initiatives that can dramatically boost your brand visibility (more on this below). Using customized, branded promotional items can extend brand reach quickly, especially if you’re hosting or attending an event. Some great brand optimization ideas can include the following based on where you are with your marketing:
Content marketing is a great thing to try because the results can be big with little or no investment. The idea behind content marketing is that a business creates information about itself and makes it visible online via blogs, websites, videos, etc. People who are looking for products or solutions that a particular company provides will then find them online and be able to engage with them. This is in contrast to more traditional marketing where a company paid for ads, TV spots, direct mail programs, etc. One of the most popular content marketing tactics is social media due to its global reach and instant visibility of a brand’s message.
Sometimes the best way to boost your brand is to get face-to-face with prospects and customers at an event. This could be something you sponsor yourself such as a party to celebrate a company anniversary or perhaps participating as an exhibitor at a trade show or industry event. These are also great opportunities to have branded promotional items on hand to distribute to prospects to keep your business top-of-mind for when they’re in need of solutions you provide.
When you find a compatible business that aligns with products or solutions that you sell, it’s a great idea to join forces with them for mutually beneficial promotion. By doubling up on benefits to customers, you’ll expand your prospect and customer base with minimal time or investment.
One of the most impactful ways to optimize your brand is to invest in promotional items that can be used by sales and marketing for their various activities. But to keep your brand intact, you need to protect its integrity which means limiting the production of items by a lot of different companies who may not know your brand specifics.
One way to counter this scattered activity is to create an online company store for promotional items where employees can buy what they need and you can be assured that your brand will always be represented properly. If you would like more information on creating your own online store, please download our FREE online company store eBook. We would love the opportunity to talk about how an online store can help your brand. Contact us today to learn more.
Topics: Online Company Store