What is the difference between a weak brand and a strong one?
The classic definition of a strong brand is one that stands out from the crowd – and is at top of mind awareness with consumers. That means with current customers and potential new customers. However, let’s delve a little deeper into what this actually means.
what powers a brand is the understanding that it has a unique selling proposition and that those in control of the brand know what sets it apart from the competition. They are well aware of the space that the brand occupies in their chosen field or industry. At the same time, the strongest brands in the world have a clearly defined vision, mission, and value system – and those assets are well communicated both to internal audiences and other stakeholders.
An essential step in building a strong brand is to ensure that has an image that appeals to its target audiences. The synergy between logos, colours used to portray the brand, taglines and payoff lines and iconography is key to maintaining a strong brand presence. Not only do these elements work together to be visually appealing – but they provide the brand with relevance in a particular industry.
The key to building that strong brand is to use its marketing assets to position itself across multiple touchpoints – means both online and in the world of bricks and mortar. This is achieved through consistent repetition so that the brand remains at top of mind awareness with consumers. The brand needs to be instantly recognisable.
A truly strong brand has a strategy and development cycle that is part and parcel of the core business strategy – rather than being simply viewed as an element of the marketing function. If you are in the UK and looking for SEO packages then see ‘SEO packages UK‘.
So why is online marketing so important?
Online marketing provides exceptional visibility and reach.
The Internet touches the lives of global comers in a way that is difficult for traditional marketing outreach to match. The potential audience is enormous – and it outstrips that bricks-and-mortar approach – a retail store simply cannot touch the lives of as many consumers. Simply put, higher numbers of people seeing the brand online means increased product or service awareness.
The higher the views of the brand the higher the brand recognition – having a digital marketing strategy that prioritises brand appearance on several channels is key to building brand recognition. Strong brand recognition and top-of-mind awareness leads directly to brand loyalty
The customer journey is key. All contacts should be nurtured during that process. The aim is to create brand ambassadors and promote ‘talk value’.
Consumers will feel an affinity for those brands that they recognise. Having a brand presence in the digital environment leads the customer on a j9urney from brand awareness to considering making that purchase decision. Educating those potential customers about products and services is also key to providing the motivation to purchase.
Once the individual chooses your products or services over those of the competition they become your consumers. However, the journey does not end there. Those consumers need to be nurtured, which means keeping that brand awareness high in order to move them repeatedly along to the next two steps, consideration and decision making. The business that excels at this will soon gather a loyal band of brand ambassadors.
There is a myriad of digital marketing platforms and each needs to be carefully considered by the marketing team. there are decisions that have to be made about email marketing, mobile marketing, social media, content marketing, SEO (Search Engine Optimisation) and a variety of other opportunities to reach the consumer with a compelling message.
trust is an important part of the relationship between business and consumer. It is a fact that a recognisable brand is one that has a great track record and delivers on its brand promise. That will build loyalty not only with its customer base – but also within its chosen industry.
Credibility, trust, and loyalty are all strongly linked. Those brand ambassadors will carry the brand message far and wide to people that trust their opinions. Word-of-mouth is incredibly powerful as a marketing tool. It can result in increased web traffic, higher rates of conversion, engagement with messaging platforms such as blogs and a higher number of eyes on social media sites. It can also increase media opportunities.
All of this increases the competitive advantage of the business.
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