Of course, not every marketing effort can achieve this level of brand awareness. The strategy must be intentional and focused. It should include:
Clear positioning: A potential customer needs to know immediately if they have come to the right place to meet their needs. The longer they have to linger and try to figure out what you can do for them, the less likely they are to stick around. Effective brand marketing conveys a precise message about your offerings. No one wonders what industry you serve, what products you offer or what projects you complete. Your marketing efforts have clearly communicated to your target audience what you bring to the table and what they will walk away with if they do business with you.
Differentiation: Do you stand out from the competition? Bland, generic messages have no place in an effective brand marketing strategy. Marketing efforts must differentiate your business from everyone else in your sector. Your company’s logo, mission, personality and campaigns must be distinct from other brands. Potential customers must know who you are and what you do. Your marketing strategy must communicate why you are different and why you are the clear choice.
Customer-centric approach: Deloitte reports that customer-centric brands are 60% more profitable than those which are not. According to a Gallup study, B2B companies that have high customer engagement achieve 50% higher revenue than their competition. A customer-centric approach that involves listening to your audience and offering a proactive approach to their needs is a core tenet of a winning brand marketing strategy. Marketing must consider your customer’s goals, frustrations and motivations. It moves beyond simply discussing your company and talks about what matters most to the customer.
Improvement analytics: What works and what doesn’t? A winning brand marketing strategy successfully analyzes efforts to answer this question. This data should shape ongoing marketing and operations efforts and drive improvement in both areas. Repeated analysis will uncover what matters most to your audience and what can push them further along the sales cycle. Appropriate use of analytics shapes the brand identity, further increases brand awareness and leads to business growth.
Consistency: One-off efforts won’t cut it. Brand marketing must be consistent. All facets of your marketing efforts must be aligned. Web pages, social media ads, print, sales materials and all other marketing efforts must echo the same messaging, in the same style. Your message also must be repetitive and easy to understand and remember. These simple, recurring communications will brand your company into the minds of customers.