Now, no matter the size of your business, defining a strong brand is a really vital step in marketing your business online. And that is because it builds trust, it builds credibility, it increases consumer confidence in your business and it helps your target audience connect with your business on an emotional level.
And that is why it is so important for you to first of all define your brand before you can successfully market anything online whether it is a product or a service.
Now, what you need to realize is, a brand with a crystal clear identity is going to make you more likeable, more credible, more trusted and ultimately, more successful. You want to position yourself as an easily identified and authoritative source for your area of expertise.
And the thing is. Your followers are going to engage more with you if you communicate with them in a unique voice that they can relate to and is consistent across all of your social media channels.
And that is how you create loyal customers and brand advocates.
Now, let us begin by understanding exactly what branding is.
So, what is a brand?
Now when most people think about branding, they immediately think: name, logo, slogan, color scheme.
Yes all of these things, especially your logo, are a big part of your brand and your brand’s identity.
However, these are just visual representations of your brand.
Your brand is a lot more than the visual elements that represent your business.
Your brand is your reputation.
It is the perception that people have of your business. Essentially, your brand is the thoughts that come into people’s heads when they think of your company.
As Amazon CEO Jeff Bezos said, “Branding is what people say about you when you are not in the room.”
Essentially, your brand is what sets you apart from your competition and every other business in the world that does the same thing that you do. For example, if you have a plumbing business, your brand is going to be defined by what people think about your business.
The thing is, no other business in the world can do what you do in the same way that you do it. That is what makes you unique. That is what makes you stand out and gives you that competitive edge.
That competitive advantage.
But without a consistent, well-defined brand, your target audience will not get who you are. They will not understand what you stand for or what to expect from you.
And if they don’t understand what you stand for, they will never build a relationship with you or become loyal customers.
If you want to be successful online, your customers need to like you. They need to trust you. Most importantly, they need to have an emotional connection with brand.
That is why it is critically important for you to have a well-defined brand.
And to have a well-defined brand, you need to have a solid and consistent brand identity that resonates with your target audience.
You need to have a crystal clear picture of exactly what your business stands for, what makes your brand unique, and how your business differs from your competitors.
When you have a strong and consistent brand with a strong brand identity, you’re going to stand out and differentiate your business from your competitors.
The thing is, consistency is the most important aspect of building a strong brand because it helps to build familiarity which in turn builds trust and loyalty for your brand.
And that brand needs to be communicated through everything you say on social media, on your website, in your ads and in your email marketing campaigns, Ok.
Now, there is something I want you to understand. You don’t have to be an established brand for social media to work for your business.
However, you do need to be a well-defined brand, and ultimately, your customers need to have an emotional connection with your business.
Look, the truth is, we rely heavily on our emotions, especially when we’re making buying decisions. It’s a natural thing. In fact, when it comes down to it, logic plays a minor role when we’re spending money and buying things. And because of this, we need to connect with our target audience on an emotional level if we want them to become our loyal customers.
The thing is, if you want to be successful online, you need to tap into the psychology behind why people make buying decisions today. In short, you need to tap into their emotions.
Emotions is why people translate from followers into leads and from leads into customers.
The bottom line is, if we’re not able to develop that essential, that elusive emotional connection with our target audience, then our followers are never going to become customers or advocates for our brand.
Now, once you understand this, you need to incorporate that fundamental concept into your online marketing strategy.
The thing is, in business, you cannot underestimate the power of emotions. Most consumers buy for emotional reasons rather than for logical reasons. It really doesn’t matter whether your prices are much cheaper than those of your competitors. If your prospective customers are not emotionally connected with your business, then they are never going to become customers.
Now, logic is behind why a lot of people become followers on social media. If you have a nice social media profile and you post content that people generally find relevant or interesting, most people are going to follow you.
That’s the way it works.
However, becoming a follower is a very different prospect from becoming a paying customer.
For those followers to translate from being followers into leads and from leads into customers, those followers need to have an emotional connection with your brand.
Now, I’m not talking about few sales here and there when you slash the prices of your products or services. No. Using pricing to generate sales from your customers is a not a smart strategy. You want people to have an emotional connection with your brand. You want them to be loyal customers and advocates who think about your business first when they need a product or service that you sell without thinking about price.
That is why you need to really focus on building that that essential emotional connection with your target audience, and it all begins with building and defining your brand.
The thing is, no matter the size of your business, whether you’re a one person small business or a large corporation. Your brand is the most important attribute of your business.
And building a strong online brand with powerful social proof is the only way you’re going to get people to buy from your business and be loyal to your business. It is the only way people will consider becoming loyal customers.
You need to understand that branding is fundamentally about emotions.
Now, social media has provided a powerful platform for businesses of all types and businesses of all sizes, to build a strong, solid brand online. Never before has there been a better opportunity for businesses to communicate their brand message than through social media.
In fact, social media is the most powerful tool that you can use to market your business online today.
And that is because it provides the opportunity for you to get into the hearts and into the minds of your target audience. Essentially, it presents the ideal opportunity for you to develop that elusive, that essential emotional connection with your customers and with your prospective customers.
And you need to be ready to take advantage by using social media to define your brand and build relationships with your customers and with your prospects.
However, the thing with social media is that it is only going to work for you if you use it the way it is DESIGNED to be used. And make no mistake. Social media can really hurt your brand if your approach is all wrong.
For example, if you don’t have a consistent brand identity, your target audience are not going to be engaged with your brand. And they won’t be engaged with your brand because they don’t trust you or know what to expect from you.
Another thing is, if your conversations on social media are completely one-sided, meaning you are just broadcasting marketing messages at your target audience, you will turn people off. When that happens, your momentum will be dead in the water because it will be almost impossible to recover your brand’s image.
And many small businesses have found this out the hard way.
You need to understand that social media is NOT a broadcast channel. It is a social engagement channel. There’s a massive difference between the two.