Branding is the backbone of any successful business. It’s what sets you apart from your competitors, and it can make or break a company. From how you portray yourself on social media to the colors and fonts used in your logo, there is a lot of ground to cover. When done correctly, branding can help create an image for your company that people will remember, making them more likely to purchase from you in the future. But when done incorrectly, branding may do just the opposite — turning potential customers away and having them associate your brand with something negative instead of positive. Marketing expert and founder of Look To The Sky agency, Brent Sugabo, will be sharing his thoughts on how to build successful brands with three key points: uniqueness, consistency, and credibility.
The first step to a successful branding campaign is understanding your target audience. To be sure, the success of any brand will rely on this crucial information. With nearly everyone on social media, Brent says it’s essential to tailor campaigns to these platforms and their users. The reality is that consumers are constantly bombarded with advertisements from many brands, so it’s crucial to make a lasting impression on your customers and clients. The average person checks their phone over 100 times per day, and brands want as much exposure as possible during those few seconds each time we open our phones. How do you get noticed? Craft a message that speaks directly to your target market and resonates with them on a personal level. If you want your business or product remembered by potential customers, then be sure it stands out among all the other products they see daily.
Consistency is the next pillar of a winning brand because consumers need to know what they can expect from your company at all times. For instance, the Look To The Sky team says one way to stay in front of your followers on Instagram is to post Stories consistently. As the saying goes, “Content is king”, but that’s not all. You need to create content that matters and then repeatedly pick the right platform at the right time. The goal should be to provide the right information in a clear, consistent, and entertaining way that attracts and retains potential customers. Brent says sticking to content themes and formats in your content creation strategy can help you stay consistent and focused on your end goal.
With every brand out there vying for the attention of the same followers, you need to make sure your audience trusts you. “People don’t want to be sold to,” advises Brent. “They want to establish genuine connections and relationships with you. This is the best way for your audience to trust you, and if they trust you, they’ll buy from you.”
Brent adds consumers find it off-putting when brands and businesses post too many promotions, so keep it minimal. Providing educational resources, particularly in the awareness stage to offer value to potential buyers, will make you more credible than pushing products to them. Grow your credibility by building a community of individuals that truly want to communicate with your company in an intimate, personal way that creates lasting relationships. If you don’t know where to start, Brent invites you to schedule a free consultation with his team to get the ball rolling.