How recognizable is your brand - especially online? The answer to that question may matter a lot more than you might think!
In fact, get this: According to a recent consumer survey, brought to our attention by Customer Think, a remarkable 41% respondents viewed brand consistency as the most important factor in brand loyalty. This study indicates that consistency actually matters more to consumers than “authenticity, relevance, or transparency.”
That’s remarkable - but it makes sense the more you think about it.
After all, who hasn’t been scrolling through Netflix for something new to watch, only to settle for a Parks & Recreation episode you’ve already seen three or eighty times?
Or how about this? Have you ever been in a new city, looking for something to eat? Your traveling companion is scrolling through listings on their phone, when finally, you stop them, saying something along the lines of; “Oh, that sounds familiar. I think they were on Bourdain. Let’s go there.”
The operative words there? “Sounds familiar.”
Having a recognizable, consistent, and memorable brand identity is one of the most important things you can do to attract future customers, and retain existing ones.The stronger the feeling that people have associated with your brand, the more likely they’ll be to shop with you. The powerful pull of the familiar, the recognizable, the dependable - this can draw in consumers in a way that is reliable and sustainable.
And there are all sorts of digital strategies that you can put into play right now, in order to help make your business more recognizable - and appealing to future customers. Here are five that may work for your business:
1.) Create Content That Tells a Story
We’ve said it before: They key to create truly gripping, shareable, memorable, recognizable content is to think like a storyteller.
Let’s go back to that idea of watching Parks & Rec - even though there are still countless items burning a hole in your Netflix watch list. Why turn to something you recognize, even as there are new things to discover? Because there are characters you like; stories you remember and want to revisit; aesthetics that are welcoming and accessible.
Your brand’s content should work the same way! Draw people in with a story, and keep them coming back with insights, news, and details they won’t be able to get anywhere else.
Need some help getting started? Here are a few of our posts that explore key concepts that might help:
- How to Create the Content That Your Audience Wants to See
- Write for Humans, and the Search Engines Will Follow
2.) Don’t Forget to Cultivate a Strong Visual Brand
The more that your audience recognizes your visual branding, the more likely they will be to keep your business top of mind when it counts.
Visual branding can take on many forms, and it’s important to think about all of the ways that you can leverage certain design and stylistic elements across all of your marketing. Here are just a few examples of elements to consider:
- Logo (Is it iconic? Easy to recognize on social media profiles or digital ads?)
- Colors (In illustrations, photos, press releases - what colors should customers associate with your brand?)
- Imagery (Is there a certain type of photography or illustration that you want associated with you? Cityscapes? Nature? Shots of people?)
3.) Create a Consistent, Unified Publishing Strategy
One of the most important things you can do to make sure that your business stands out for the right reasons is to share your branded content with your audience - consistently.
This might mean a few things, depending on the digital marketing strategy that you’re emphasizing. But the fundamentals are the same: It’s important to draw up an editorial calendar for blog content, social media, email marketing, and more.
Be consistent and regular - the more that audiences see that you’re approaching your publishing strategy with care and attention to detail, the more likely they’ll be to remember your brand when the time comes to make a purchasing decision. On the flip side? A blog page that doesn’t update or a barren social media profile show a lack of interest and a refusal to engage, which could be a massive turn-off to your prospective customers.
4.) Develop Relationships On Social Media
When people have questions or concerns about your brand, where are they going to turn? Social media!
And they expect a response! As a recent Entrepreneur piece points out, “around 67 percent of consumers in the U.S. expect to contact your brand on social,” and “ businesses with social customer service experience around 7.5 percent year-over-year growth (compared to 2.9 percent without social customer service).”
The more that people see how responsive and accessible your brand is on social media, the more likely they will be to keep you in mind when they require service.
Even better, social media is a great medium for developing the sorts of real relationships that result in referrals, recommendations, and more engagements. Don’t be afraid to host conversations, hold contests, lead polls, and more!
And remember the power of social listening. Social media isn’t only for speaking, after all. Instead, Facebook, Instagram, Twitter, and LinkedIn are all powerful spaces for hearing what your customers want, and being proactive about reaching out to them, offering a solution to their problem and generating a warm lead for yourself in the process. Keep an eye on comments threads, monitor hashtags, search for key terms relating to your industry - and you may just tap into a wealth of conversations perfect for allowing you to reach your next clients.
5.) Integrate Your Online and Offline Marketing Efforts
Sometimes, there is a sense that offline marketing and digital marketing are like roommates in a bad ‘80s sitcom: They’re mismatched, they don’t get along, and, in fact, there should be a big dividing line down the middle of their apartment.
But this isn’t really the case. In fact, there is great evidence to support the idea that digital marketing and more conventional advertising can support and reinforce one another. Certainly, one thing to keep in mind is that both tactics can help solidify your brand identity and messaging in the minds of consumers. The more an audience sees your branding and hears your story, the more likely they will be to remember you.
If your audience gets this message offline, a solid content strategy makes it as easy as possible for them to migrate online and convert there. It’s vital to keep in mind that, today, we know that consumers switch between multiple devices to shop, research, and, ultimately, make purchases.
Similarly, think about all of the ways that these marketing methods can reinforce one another. One method that we’ve seen drive real results? How about an offline marketing push that drives people directly to your website - where they can then be targeted as warm leads for “remarketing” on Facebook or Twitter?
Bottom line? It’s worth experimenting with a combination of online and offline, outbound and inbound tactics. Why shut yourself off from tactics that could yield results, especially when integrated together?
Looking for Help?
We recognize that this is a lot to take on all at once - and we’d be happy to be your digital marketing guides, helping your brand find the strategy that generates the results you’re looking for!
From web design and development, to content marketing, to social media management and advertising, our team knows the ins and outs of our digital ecosystem, and we’d be happy to set your brand down the right path. Drop us a line whenever you want to talk shop!