With all that goes into running a business, it can be easy to forget everything that comprises its brand. A brand is the sum of people’s perception of a company, including its logo, customer service, ads, and reputation. Building and maintaining a brand isn’t just for big companies. Even the smallest businesses can gain a competitive edge in the market by building trust and recognition through branding.
In an industry where it pays off to stand out, telecom, IT, and cloud companies can benefit from having an efficient branding strategy. Any good strategy starts with these questions:
- What does my company have that my competition does not?
- Is that message being clearly portrayed to my target audience on the platforms they engage with most?
Luckily, building a brand doesn’t require tons of money — but you can expect to spend time creating a strategy that requires a bit of creativity. See below for six tips for building a brand on a budget.
1. Identify your buyer personas.
A buyer persona is a representation of a business’s ideal customer, based on real data and research done on actual customers. These personas should be as detailed as possible and include demographics, behavior patterns, motivations, and other characteristics. Doing this helps to gain an understanding of what kind of media your target audience is consuming, what motivates them, and how to best reach them. Having this in place will makes the next steps even easier.
2. Develop a brand identity and voice.
Creating a brand identity involves ensuring the different components of the brand reflect the value of the company and send the right message to customers. The voice of your brand is the tone your business uses in its communication. Developing these things may seem tough at first, but start with simple questions like: What are your company’s values? How do you want people to perceive you?
3. Maintain a presence on social media.
Now that you know who your customer is and what your businesses identity and voice are, it’s time to speak to your customer on the platforms on which they engage most. The two preceding steps are very important, because they help you to understand what social network your audience spends the most time on. Keep in mind, you want to try to reach people where they are already present.
Trust is also a big factor when it comes to social media. If a customer looks up a business on Twitter and their last post was from 2014, that customer’s perception of the business could be negatively affected.
Having an active blog that is relevant to your target personas is a fundamental piece of building a brand. Not only does blogging allow your business to reach qualified customers with informational content, it also ensures your site always has optimized content for search. Keep in mind that blogs are the third most trusted source of information after friends and family, so it’s important that the content is of real value to the reader.
5. Maintain great customer service.
Simply put, great customer service sells itself. When a business makes customer service a priority, it shows. Especially as a telecom, IT, or cloud company selling (mostly) services, providing a great customer experience helps build a great reputation.
6. Partner with a more established brand.
When a business is still growing and finding its voice, it can be helpful for that business to partner with a more established, well-respected company. Choosing a brand that fits well with yours is crucial. Make sure their audience would be interested in your brand as well.
If your company needs help executing an effective brand strategy, contact Mojo today to chat!