Here are my top tips on how to amplify your brand with consistent marketing and messaging to engage your target customers because building your brand doesn’t come to a halt once you have created a logo, voice, and brand guidelines!
Remember that your brand will evolve over time, and you have to strive continuously to reinforce its identity in the minds of existing and potential customers.
You need to ensure that you highlight the values, stories, and core messages of your brand, so that it engages and resonates with your customer base.
When thinking about how to amplify your brand, knowing the answers to the following questions will provide you with a foundation to build on:
- What makes your brand different from competitors?
- What qualities make your brand unique?
- What does your brand represent?
- What does your brand mean to customers?
How to amplify your brand – for exposure and growth
If you want to take your brand to the next level, you need to increase exposure through your existing marketing channels.
This will enable you to reach a wider audience and build brand awareness among potential new customers.
Your brand is all about how people think about your business.
If you want your target audience to choose you rather than your competitors, you have to make sure that your brand stands apart and becomes the brand of choice for that audience.
How can you do this?
Here are my top tips to amplify your brand:
Be distinctive
It is essential that you develop a clear USP and messaging that will set your company apart in the marketplace.
Define your brand values so you can create a recognisable story that resonates with your target audience and differentiates your brand from your competitors.
You should have a clear mission statement that reflects your aspirations, and which should be the driving force behind everything you do.
Think ‘point of view’ not ‘hard sell’
Aim to connect with your audience, not sell to them!
Thought leadership can be highly effective in telling a brand story and establishing credentials.
You want your customers to believe what you say and put their trust in your brand.
In order to build credibility, think about using case studies, expert opinions, spokespeople, brand ambassadors, internal data and even predictions to offer a point of view on industry trends or stories in the news that affect your trading environment.
These actions will build credibility and set your brand apart from competitors.
Exploit your back story
I talked more about crafting your brand story and how to engage your target audience with authenticity in an earlier blog.
Believe it or not, there is catalyst behind almost every business, whether that is a product or service:
- Why did you set up your business?
- What happened to make you decide to go on your own?
- Was there a gap in the market?
- Did you have a problem that you couldn’t resolve?
- Did you search in vain for a solution to your situation?
Share this catalyst with your customers!
Help them to understand the purpose behind your brand, i.e., why your business exists and what drives you.
The truth behind your brand will resonate with your target audience and help to differentiate your brand from your competitors.
Doing business today is all about truth and transparency, so making your back story ‘real’ and compelling will set you aside from the competition, connect with your customers, and build trust so that your brand becomes their first and only choice.
Influencer partnerships: Gain credibility by association
If you want to take your brand one step further, think about ramping up your co-marketing efforts.
Contact organisations that operate in your space to find out whether there may be opportunities to co-host webinars or co-create guides.
Working together with similar businesses may help you tap into an entirely new audience that is currently not aware of your brand or its activities.
Have you considered collaborating with thought leaders or influencers in your industry to help build brand credibility?
They may be open to helping to promote your brand to their existing followers through reviews, endorsements, or sponsored content, increasing your brand exposure within the marketplace.
For more information about influencer marketing, read my blog ‘Maximising ROI through influencer marketing’.
A mutually beneficial partnership with a similar company or influencer within your industry can have a long-lasting and positive impact on your organisation and help to raise the profile of your brand with a new audience.
Remember that one size does not fit all
Insights into your target audience will help you to create customised content.
This is especially true now, as the media has become increasingly fragmented.
It is, therefore, more important than ever to understand your target audience when understanding how to amplify your brand.
You should research where they hang out online, who they follow, what content they are consuming (and how often), and in what format.
Audience insights will enable you to create relevant customised content to tell your story and become part of the conversation.
A targeted approach allows you to craft a much more relevant story and message that encourages customers to get behind your brand, understand your product and turn into advocates, promoting your brand to others.
You can take this one step further by encouraging user-generated content.
By encouraging your existing customers to create and share content about your brand, for example, reviews, photos, and videos, you will build social proof and increase the authority and authenticity of your brand voice.
Your brand will also gain more exposure as your customers share their insights and endorsements with their own social media networks, amplifying your brand for you!
How to amplify your brand with Make a Brew
I hope that my top tips have provided you with some inspiration on amplifying your brand.
However, if you feel you need more help look out for my brand new programme (see what I did there?), ‘Amplify your Brand’, launching next month!
Remember, if you need more help or guidance about how to take your brand to the next level or want to talk to the experts about how to amplify your brand, we always have the kettle on! We would love to show you how we can help you to increase your brand exposure, so why not email the Make a Brew team or book a brew with me?
