Franck Wang 
You may think that branding is something only big companies do, but you’d be wrong. Even the smallest business needs to take this issue very seriously, despite having a rather limited budget. Luckily, digital breakthroughs have made it possible to create excellent campaigns without breaking the bank. To help you make the most of this wonderful opportunity, we’ve prepared the following list of branding strategies that can help your business get to the next level.
What’s your identity?
Branding is so much more than just having a visually pleasing logo slapped on your website. It includes your values and your mission, the way you treat your customers and the way your visual assets look, among other things. So, you need to start by figuring out who you are as a brand. Ask yourself how you would describe your company and what you want to be known for in the marketplace. Also, establish clear core missions and values.
Next, you should identify your target customers. After all, you depend on them to grow. Who is your ideal customer? How old are they? What’s their income and education? Are you focusing on one gender? Why would they choose you? These are some of the questions that need to be answered. Once you get the answers, you can start designing your brand strategy.
Visual aspect
You need to have your brand style, which includes your brand color palette, fonts, and design’s dos and don’ts. This is probably best left to a professional designer, who can design your logo, business cards, and website. The visual aspect is extremely important since it’s like the face of your company, i.e. something that will be recognizable and that people can associate with you immediately. Pay special attention to the logo and website. The former is the starting point for all your other visuals, while the latter is the place where people will spend the most time learning about your offer. Apart from having a personal domain that is easy to remember, you also need to have a visually pleasing and attractive website that people can navigate with ease.
Create content that establishes you as an expert
Since you don’t have tons of cash to splash on marketing campaigns, you need to be shrewd about it. That’s where content marketing and SEO can help you. Namely, they allow you to show off your industry expertise by establishing you as the go-to resource in the field and to strengthen your branding by using content to let your customers know who you are and what you do. This is best done by providing answers to the questions your prospective customers would be asking. For example, let’s presume you are a plumber. You could provide branded blog posts or videos that would highlight the basics of plumbing maintenance and some tricks that visitors to your site could use to fix their plumbing issues. They’ll surely appreciate that and see you as an expert in the field, which they will be much more likely to turn to for any serious issue. By adding value to your content, you’ll also build trust, which is something every business should strive to do.
Treat your customers how you’d like to be treated
It’s not easy to be recognized in today’s competitive market, especially when you have so many companies offering the same or very similar products and services at pretty much the same prices. So, how can you distinguish your business from your competitors? The answer is simple: by providing exquisite customer service. If you manage to make them happy, or even delighted with the way you treat them, they’ll be the most powerful advertising tool you can have. It’s not a secret that acquiring a new customer requires almost ten times the effort and resources needed to keep an existing one.
However, this is much easier said than done. The whole experience includes not only your promptness, politeness, and efficiency when replying to their queries. Instead, it comprises every single form of interaction you have with customers and the way they feel when dealing with your company. By providing them with a positive experience each time they interact with your company, you’ll create a fantastic base of returning customers, which means you will be able to count on a steady income. So, make sure your website is up-to-date, intuitive to use, and nice to browse through. Don’t forget to respond to all questions people send via the website or through social media. Be polite and provide honest answers if you wish to gain your customers’ respect.
As you can see, there are ways in which you can boost your brand digitally which don’t necessarily cost a lot of money. What’s more, if you apply the right strategies, you’ll notice that their return on investment is extremely high. Finally, you need to realize that the way people feel about your brand has the most direct consequence on your business results and that no matter how big or small a company is, it needs to rely on a positive image among customers. Taking the strategies mentioned here is the first step in the right direction.
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