If you aren’t creating a brand for yourself in 2019, you’re likely to get left behind. More and more businesses are competing in the online advertising space vying for attention. If you haven’t built a true brand, you could get overlooked. Here’s why and what to do about it.
CREATING A BRAND FOR YOURSELF
You’ve likely toiled over what logo, colors, and fonts you should use for your company. This is the type of “branding” most people consider carefully. While having recognizable branding is important, creating a true brand is something else entirely. To build a dynamic, sustainable, long-lasting brand that connects with an audience takes a lot more effort, but it also has a bigger payoff.
Many entrepreneurs and marketers treat the online advertising space as a direct response cash machine, but this means they’re ignoring why people are on the platforms in the first place…to connect. As platforms such as Facebook become more and more crowded, the businesses that are successful are the ones who take into account the user experience. What does this have to do with brands? Everything.
The successful modern brand goes far beyond being a company that delivers x product or service. They connect with their audiences and create an amazing end-user experience so that their audiences stick with them.
Connecting with Audiences
Primarily, this can done through nurturing, and by creating content that resonates with your audience. But it goes a bit deeper than that. Really diving into the psychographics of your audiences, and knowing the first thing they think about when they wake up in the morning, their worries and struggles, their hopes, dreams, ambitions etc. is how you get to the root of building those connections.
Creating a Brand Story
Creating a brand for yourself begins with identifying those connections, those passions and values of your audience, and then shifting your company’s focus to those wants, needs, pain points, and desires. The best way to do this is to create a brand story. A brand story is a narrative for your company that is attractive to your target audience.
Writing Social Media Narratives
Once you have a brand story, you should be matching most of your content to it. You can do this by using social media narratives. Social media narratives are when you take an idea, event, success story, case study, the story of your company’s history etc. and spread it across several social media posts in order to create a story. Instead of creating random posts, you are now showing your audience what they can expect from you. They’ll want to see what happens next and continue to come back for more. You can create social media narratives through a string of themed videos, a picture story, or written posts.
Lastly, you should be connecting to your audience on an emotional level. Believe it or not, companies who can do this can charge up to 200% more for their product or services. Emotional connections are everything and this is something most people overlook when they are trying to sell, sell, sell. So, whatever you do in your organic social media and advertising, make people feel something.
When creating a brand for yourself remember your audience first, center your brand around what they want, and leave the sales messages alone until you’ve established a connection. You’re likely to have more success and stand out from the crowd as a brand they know, like, and trust.