THIS WEEK ON THE MORNING MARK:
How to Build a Brand Name Quickly
With the number of competitors most of us face, it’s important to build a brand name as quickly as possible to differentiate ourselves.
What does a strong brand name lead to? When potential customers do a search, they will begin to enter your brand name, not the product name. They will enter Apple instead of mobile phone. This will lead potential customers directly to your site instead of being served up lots of options by the search engines.
So how do we create a strong brand?
STEP ONE
We do our homework.
We make sure we’re consistent with the brand we present to the world. Are we using the same brand colors and fonts in every marketing communication piece? The same keywords and messages? Creating a brand guide can help you with this goal. Refer to it often.
STEP TWO
Build up your brand recognition.
Unless you have deep marketing pockets, you will most likely have to build up your brand recognition slowly. This is day in, day out communicating with your audience about your brand. As Michelle Garbera, Sales Director of Powder Mix Direct said, “While your competition is focused on trying for viral home runs, you can build a solid foundation by hitting consistent singles. Trust is built slowly, but in the end, is extremely valuable.”
STEP THREE
Make sure you are telling the truth.
This simple advice is often overlooked. Whatever you’re saying about your brand should be what your customer is experiencing.
- If you say you have fast service, be quick.
- If you say you have the best selection, stay up to date with your inventory.
- If you say you’re innovative, don’t rest on your past technologies.
- If you say you care, are you showing that you do?
Takeaway
Though none of these steps are exactly quick, if you follow them carefully, over time customers will remember your name. Just as they recently came to know Zoom or Tesla, they will come to remember your business name. This type of direct traffic flowing to your website from search engines is free, and doesn’t that sound better than an expensive ad campaign? It’s also critical to a business’ survival in the digital age.
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