The “Brand” is a term with multiple definitions and vast scope of understanding. Despite its unmeasurable effects, there are certain areas where the impact of Branding on the audience is visible and reflects in business growth.
Mostly, branding is all about understanding your audience comprehensively. Don’t confuse it for Marketing, because branding has a different purpose.
While starting the business, understanding of Brand is not perfect. Therefore, many SMEs have gone through a complete branding change where they want to become closer to the audience.
Simply Business of the USA changed its logo to sound more simplistic and trustable. The blue colour is a sign of Trust. Through their content and campaigns, they initiated the process of rebuilding the brand image.
Competition for SMEs in their path of growth is absolutely huge. Technology is getting accessible to everyone, new tools and resources are also affordable enough so that competitors are also getting the benefits. So, how an SMEs can create a differentiator in the market? Good branding can bring a major difference. Let’s go through some of the key aspects where SMEs need to work over Branding.
Implement Inclusive Branding
The core part of any Branding strategy is – Make people a part of a brand. Let them feel it’s their own and they can feel proud about it. For inclusive messaging, there are some aspects where brands have to be very careful.
Importance of Building Brand Trust
How many times have you heard that “Trust is the driving force for businesses”? Maybe a lot number of times to remember. The more technology is advancing, the more MarTech experts are emphasizing the “Trust”.
With technology empowering everyone, customers are equipped with tools, social media, and much more to express themselves. Building trust for these customers can enhance the brand reputation in the market. Either the business is having a huge competition or it a new and unique in the market, in both cases trust can make you grow in the market and not care about competitors.
Make the Feedback loop delightful
A customer spending time over giving your product or service feedback is a great opportunity for the brand to impress the user. Simply Business grabbed the opportunity of customers having some feedback for them. Understanding that the best experience is delivered face-to-face, they got the customer and their team inside a room and discussed everything there. Also, they solved the issue right in front of a customer. That generated a different level of trust in the mind of people and made Simply Business earn it. Sometimes, SMEs fail to complete the feedback loop. The feedback loop must end when the customer is 100% satisfied and it requires a dedicated follow-up after the problem is solved.
Create Realistic messaging during campaigns
Show the people that your brand is also built by people. Put out the employee videos, get some testimonial videos floating over the internet. Reflecting on the reality of your business enables the brand to develop true values.
Building Brand aesthetics from the Culture
Generally, brand aesthetics are formed in a meeting when you start the business and decide to create the core values of your company. But, SMEs evolve with a greater speed and especially in the initial years. Over time, through multiple interactions with the target audience and good knowledge of the market, describing the brand aesthetics is more accurate.
Talking in the terms of target audience is the most valuable brand aesthetic any business could have. For growing SMEs, the variety of customer grows and it becomes tough to comprehend their tone completely. Here comes Diversity. In the social messaging, acknowledging the diversity of the culture of the audience brings the required customization at larger level.
Enhanced Customer Experience
Rebranding is itself a big step for a brand to get closer to the audience.
There are many popular rebrands that happened to make the ideology and messaging relevant to the target audience. With the core objective behind rebranding to be sound more familiar to the audience and increase brand awareness, Brands should take every step to make it happen. Tough times have only proven that businesses who have worked on the branding aspect have stood high and grown. Users have remembered the business with customized messaging and standing with them all the time.
Branding is a vast thing. Impacting the sales cycle is just a very small part of it. Moreover, instilling a thought about the business in the mind of the user is also a result of branding. There are many outcomes and overall, measuring branding is not easy and simple.
Views expressed above are the author’s own.
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