Building a Brand that is the Identity and Personality of Your Business

Building a Brand that is the Identity and Personality of Your Business

Building a Brand that is the Identity and Personality of Your Business

building a brandCoca Cola, Apple and Nike are some of the biggest brands in the world and quite often the words associated with such brands are things like trustworthy, cool or market leaders. Although brands such as those listed above have massive brand equity along with equally huge advertising budgets it doesn’t mean that your small business brand cannot be as iconic.

A brand is more than just a logo it’s the identity and personality of your business. It adds value to what you sell and sets you aside from your competition. It’s what people think of first when they think of your company.

Building your brand will not only shape how you offer your services to your customers, it will also help guide the strategic decisions you make for your business.

Follow these 5 tips for Building Your Brand the right Way!

1: What is your big idea?

We all have ideas, some of them are great. However, an idea is and always will be just an idea and nothing more until acted upon. Ultimately those who go on to build brands as successful as Coca Cola or Facebook are the ones who bite the bullet on the idea and put it into practice.

An idea is and always will be just an idea and nothing more until acted upon.

Before you begin building a brand you need to know what makes you different and what your core values are. Analyse the marketplace. Where does your business fit in? Is there a gap in the market around quality, cost or service level that you can look to exploit?

Do some research by checking out your competitions’ online presence? Find out how they are interacting with their community in social media and forums and more importantly take note of what is being said, how it is being said and the general theme.

Once you have spent some time looking at the competition ask yourself the following:

What would make your business stand out from the others in the marketplace? What would make it truly remarkable? What would make your customer tell their friends and family about what you do? How would your business model or brand turn people into brand evangelists?

2: Know who you’re selling it to

Would a 35 year old male be interested in Justin Bieber? Would a 12 year old girl be the best person to approach about buying a one hundred thousand pound boat?

All of the above are not the ideal clients, sure there may be a very small percentage that turn into sales but we are talking miniscule so why would you as a business owner waste your marketing budget on that demographic?

Know exactly who is the ideal client for your product; make an avatar and pin it on your wall, depicting exactly what they do, what they like, what they dislike and what they do in their spare time. The more you know the more specific you can be with your advertising message and also the channels in which you deliver that message.

3: Define what makes you different


We are not going to be the first to this party, but we’re going to be the best! Steve Jobs

The chances are you are not going to be the first to the party either and there will be some bigger, more established players in the market place. But if you have done your competitive research then you will know where your competition is being complacent and more importantly where you can deliver outstanding value to your target clients.

Give the customer a reason to buy from you. Don’t sell a bottle of water, sell an ice cold refreshing drink that quenches thirst

People buy Apple products because they want to be part of a movement, people buy cars from Toyota because they are efficient, never break down and run forever, people by Dre beats headphones because they are cool.

When building a brand try to add some form of psychological trigger or emotional benefit that the user can relate too and gives them an extra special sense of being or achievement for being associated with your product. This is your unique selling proposition or unique value proposition.

4: Deliver on your brand promise.

Actually delivering on your brand promise is not good enough. The competition is already out there and to be successful you have to be better than the competition. You need to over deliver. You need to be exceptional, because whatever it is that your customers buy into about your brand you need to make sure that you trigger it. You need to press that emotional trigger when they receive your service.

If you are a small business and your edge is the fact that you are approachable and you are always there for your customers, then being directed to a call centre or to answer message after message is not delivering on that brand promise – it is absolutely failing.

The last thing you want is for someone to comment on social media that your so called “always approachable business” is never approachable, always unavailable and doesn’t answer the phone.

Whatever it is you promise upfront, deliver it in spades; in fact where possible over deliver and by doing that you stand a great chance of creating those advocates for your brand.

Read why your online reputation management is a BIG deal!

5: Be Clear and Simple

Once polished, your brand should be simple to explain and easy to summarise in one sentence. It must be understandable at a very basic level so you can explain your brand in no more than sixty seconds.

In order to achieve this level of simplicity, your brand must have a clearly defined value proposition; i.e. what it is you do and why your customers should choose you over your competitors.

Don’t try and be everything to everyone. This is a mistake. Not only does it take far more effort, it will dilute the potential success of your business by spreading efforts and resources far too thinly, it also clouds the clarity of the value proposition.

It is therefore more beneficial to focus on one product, drill down on the detail, deliver it exceptionally well and then expand over time.

Fundamentally building a brand successfully is about delivering a simple idea with a clear value proposition while providing something better than your competitors. If you can get this right it will not only be the foundation of customer engagement and trust in your brand. It will be the key to creating brand evangelists that will buy from you again and again with a broad smile on their face while telling all of their friends about how great you truly are!

What makes your brand different to everyone else. We are interested to know leave your comments below…

Pay Per Click Marketing – What Business Owners Need to Know!

Pay Per Click Marketing – What Business Owners Need to Know!

Pay Per Click Marketing – What Business Owners Need to Know!

Pay per click marketing is where instead of earning positions in the natural or organic search engine rankings, you pay to be seen.

Search engines divide their real estate into two separate pieces:

pay per click marketing

Organic listings as you know cannot be bought, only earned through relevance, so good positions are only achievable by following structured search engine optimisation techniques on your website.

By using pay per click marketing tools such as Google Adwords or Microsoft Adcenter; now Bing Ads you will appear in the sponsored listings (usually displayed above and alongside the organic or natural listings) by agreeing to pay if someone clicks on your adverts.

At first this may sound very expensive, and without a well managed pay per click marketing campaign it can be, however if managed correctly the costs involved are very reasonable considering the visibility and targeted traffic you will receive.

You will only have to pay a fee when you receive clicks on your adverts. This means that you will only pay the search engine when they send someone to your website. The price of your clicks will vary depending on the industry you are in and the competition bidding on your keywords.

What are the benefits of Pay per Click Marketing?

Pay per click marketing is a very important and useful tool to have in your online marketing arsenal.

The reason this is so valuable is that you can be on the first page of Google for keywords that are targeted to the services and solutions offered by your businesses within minutes of opening up a Google Adwords account.

With Adwords you can create your ad and choose your keywords, save them and then be seen on Google in an instant. This is unlike optimising your website, where you have to wait for the search engines to update and continuously optimise for better results by adding fresh and relevant content that courts backlinks and citations.

The following is a list of benefits for pay per click marketing:

Advantages of Pay Per Click Marketing:

1. Demographic Targeting

If your target audience is 50 year old women in the areas surrounding your business location then you can specifically target for them and only that audience.

2. Immediate rankings

Many local businesses run special events or one off occasions. A pay per click marketing campaign can mean that you can advertise that event immediately by setting up a new campaign and having that go live the same day. This allows your business to benefit from immediate and targeted advertising.

3. Ability to test your search terms before you optimise your entire site for organic searches.

Before investing in optimising a website for specific terms or phrases to rank organically in the search engines, pay per click marketing can help ascertain the true level of traffic as well as interest and commercial intent on the keywords and phrases. The test results may show that some keywords have better results than others while showing that the more obvious keywords have less relevance than first thought.

4. Test headlines and offers

Pay per click marketing can be used to test headlines and offers. You can run separate headlines, known as A/B or split testing, or offers and see which offer gets the best response before committing a large portion of your advertising budget

5. Track your conversions

Most search engine platforms such as Google Adwords and Microsoft Adcenter give you a management suite that shows you exactly what adverts have been clicked on, what keyword terms where used and also shows you which keywords resulted in your advertising goal. This is allows you to pause certain campaigns while increasing spend on other campaigns that are providing better results.

6. Select a daily budget

When advertising, budget is always a key consideration and when using pay per click marketing you can set a daily budget so that your campaign can last for a set duration as opposed to all going out at one time like other forms of advertising media such as TV, radio or print.

7. Make Instant Changes to increase conversions

With ppc marketing you don’t have to wait to make changes. Changes can be made and instantaneously be reflected in your ads on the search engines and having an impact on your conversions.

The main benefits of using ppc are that you can instantly appear under your desired keywords and have your website seen by people who are interested in your offers. This makes the sales process easier as you do not have to convince people to buy what you are selling – they are already looking for it. This ensures that your conversion rates will be higher than if you are targeting people at random with other forms of advertising.

The disadvantage of PPC Marketing

Although the picture painted of pay per click marketing above is quite a positive one there are some downsides to PPC that you also need to consider.

On the internet, something can become popular or go viral in an instant. This could have a severe impact on your PPC marketing campaign. For example one of the keywords that you are bidding on may be linked to some celebrity or is in the news and suddenly that keyword can become grossly popular meaning that you end up paying for a lot of clicks where the searchers are not actually looking for your product or service.

1. PPC Advertising is not set and forget

Although it can be relatively easy to set up a pay per click campaign, managing, optimising and getting the best and most cost effective results requires constant attention and intervention at the right times. Therefore many business owners who cannot afford the time to monitor their PPC campaign can find that they get very little return for their investment.

 2. PPC Marketing can be Really Expensive

The cost of individual keywords and phrases are set by industry and competition levels therefore if you were looking to advertise in the insurance niche then things can get pretty expensive, pretty fast. An example would be if you were looking to advertise for “accident claims”, this could set you back £66.09 per click. That would mean that every person that clicked on your advert would cost your business *£66.09 without them necessarily becoming a lead or client. That all comes down to the conversion rate or performance of your landing page. This could mean that to get one lead could cost several hundreds of pounds if not more. *Source Google Adwords

NB. Please note this is an extreme example as there are many keyword phrases that you can target for just pennies.

3. People Tend To Ignore Sponsored Ads

A recent survey suggests that 94% of people ignore PPC adverts and opt for organic search listings instead.

4. People Are Sceptical of PPC adverts

People do not like being sold to and the fact is that vast majority of sponsored ads are there to sell. People who are looking for information or an unbiased opinion may choose to ignore these adverts and look to the organic listings which are harder to position in.

5. Choosing the Wrong PPC Marketing Company

There are thousands upon thousands of digital marketing agencies that offer Pay Per Click management services, offering companies the earth and stars as far as return on investment for their services. The truth of the matter is that each pay per click campaign is unique and until a test is carried out is hard to quantify what result can be achieved. Take your time and do your due diligence before committing to work with any organisation.

Pay per click marketing can be an integral part of any businesses marketing mix  and can be used to drive sales from people who are further down the buying cycle, meaning quick returns. However without the correct set up and careful on-going management it can soon can become a burden on business owners in terms of time and expense.

Is the return on your online investment non existent? The call us today on 0845 245 7365 to see how we can get your business in front of targeted buyers today!