Building a brand from the ground up is one of the most rewarding things any of us can do, yet it continues to be a challenge too far for so many people. There are many reasons for this, but one of the key ones is that people simply don’t know where to start. So, with that in mind, we are going to take a look at some of the ways you can improve your brand’s scope.
The first thing that we are going to take a look at is the role of personalisation when it comes to creating a brand. Too often, there is a habit of attempting to create a style off the back of similar companies, blogs, and services. The problem with that is, all you are doing when you piggyback someone else’s branding you are just boosting their exposure because nine times out of ten the user will be reminded of the original when looking at the copy.
So how do you go about building your own brand? Well, one of the first places to start is with your website. You will want to make sure that your site encourages the user to think of you and only you, but it might be important to fit within your industry. There is a significant difference between copying your competitors and understanding user behaviour. For example, a production company may well use a theatre website agency to help create their site because it will fit in with what customers expect to see. However, the content of that website is going to be how they separate themselves from the rest.
This is best demonstrated by looking at social media websites. At their core, they mostly use the same format of providing their users with an interface to post and read content from others; that is because the user has certain expectations about the sites they use. However, you couldn’t look at Facebook, Twitter, or Reddit and be confused about their branding. The base is the same but the delivery is different. Think about your own web-surfing habits and you will quickly notice how you expect websites of different genres to behave.
Content is King
Branding only works if you are able to get it out there. You may have the best logo and tagline in history, without a marketing strategy it isn’t going to be seen by anybody. That is where content comes into play. Whether you are looking to utilise SEO or social media marketing, you are going to need to make the most of the content that you are producing.
Video content is one of the most popular tools for building a brand in the modern day, you will no doubt be aware of the rise of subtitled videos on your social media streams and websites. The reason for this is that video is easier to engage with; it takes very little effort on the part of the user and can grab attention through music, colour, or any number of ways that written word simply can’t. One of the tricks that you can employ when it comes to merging branding plans with content production is finding a way of stylising your video content. The more recognisable your style becomes, the more likely it is you will create a connection with users and your brand.