This guest post by author James Harper explains why you need to build a strong brand – but even more importantly, why it is vital to build recognition for your branding by reaching the right people with the right messages. Trade shows can be a great vehicle for this. I hope you find James’ article as helpful as I did.
The value of brand recognition is not to be underestimated. When you have a strong brand, people are more likely to think of you when they need the kind of product or service that you offer, and they’re more likely to be loyal to you even if you make a mistake once in a while. Building up a brand name can be a struggle, and it takes more than just handing out promotional gifts and buying a few billboards to become a household name. The benefits, however, are well worth it.
The Benefits of Branding
Building a strong brand will ensure that you are able to reach the right people. If your brand image is not clear, or you try to reach too many different audiences, you could end up confusing prospective customers, and losing out on vital customers. In the long term, a mixed brand image could seriously hinder your company’s growth.
Growing your brand image does not mean running a blanket marketing campaign where you send out printed mugs to every possible customer, and run ads online, in print, on the radio, and anywhere else you can think of.
Blanket marketing might work if you have the budget of a fortune 500 company, but a clearly targeted marketing campaign that reaches out to the most important hot prospects is a much better idea.
When you have a strong brand, your customers are more likely to see the worth in the product or service that you have to offer. This means that it will make it easier to charge what you’re worth. If you’re currently struggling to earn the fee that you know you’re worth, then you should re-evaluate your marketing, and make sure that you’re sending the right messages to your customers.
Brand recognition can make marketing a lot easier. Instead of having to chase every customer you want, you will have some customers coming to you. If you give those customers what they want, then they will become loyal to you, and if things ever go wrong, they’ll be more likely to complain rather than just silently walk away from you and decide never to use your company again.
How to Build a Brand
Growing brand recognition can be incredibly challenging. Not only do you need to send out the right messages, you also need to reach the right people. Existing customers are a good starting point, but you should consider building a contact and mailing list that includes high quality leads as well.
You can use your contact list in a number of ways. Traditional mail drops and email marketing can be useful, but a large percentage of the people you reach out to will delete your emails or throw away your pamphlets without reading them. If you want your message to have a strong impact then you should try to make your message stand out. You could do this by including token promotional gifts in your mails, or running a viral campaign.
Make sure that you are consistent about your marketing message. Sustained, repeated messages have the best impact.