“Your premium brand had better be delivering something special, or it’s not going to get the business.”-Warren Buffet, CEO of Berkshire Hathaway
Once again, we have a tricky word that continues to confuse companies across the entire range of industries.
Brand.
Just exactly what is brand and how does it play into your digital marketing and web development strategy?
What is Business Branding?
What immediately comes to mind when someone mentions Progressive Insurance? It has to be the company spokesperson, the all-knowing Flo. Same thing with McDonald’s: the golden arches represent the McDonald’s brand.
According to the definition presented at Businessdictionary.com, branding represents the marketing process that creates “a unique name and image for a product in the consumers’ mind, mainly through advertising campaigns with a consistent theme.”
Okay, but what does branding mean for your company?
Business branding means your company leaves a long lasting positive impression on potential customers.
Benefits of Branding
Creating a brand for your company is an integral factor in your company receiving recommendations. Word of mouth advertising is still the most effective method for attracting new customers to your company. However, word of mouth advertising has transformed into online customer testimonials. When you create a strong brand for your company, your loyal customers can easily suggest your company to family, friends, and professional colleagues.
Branding your company goes well beyond creating a memorable logo, such as the McDonald’s golden arches. You have to offer high quality products and deliver superior customer service to create a memorable brand impression for your company.
Here are a few benefits of branding your company:
- Increased recognition
- Attract regular customers
- Associate your company with quality
- Enhanced employee recruitment and retention
The last benefit deserves emphasis. Any high performance employee you consider for an open position will want to associate only with a company that has established a winning brand. By developing a powerful brand, you attract the best workers who will remain loyal to your company for years to come.
Another facet of loyalty involves the 80/20 rule. This rule says your company generates about 80% of its sales from 20% of your customers. What do the 20% of your loyal customers have in common?
They fell for your powerful brand.
More about Word of Mouth Advertising
Consider the following conversation:
“Hey there, Bill. Have you checked out the new men’s store downtown?”
“What’s it called, Jim?”
“I forgot.”
Companies that create and maintain strong brands benefit from word of mouth advertising. A strong brand means customer prospects remember your brand name, as well as the unforgettable logo you designed to represent your company. When customers talk up your company to friends and family members, you want the responses to be like “Oh yeah, the company that has five star online reviews” and “I see their products at the grocery store.”
However, branding will always be about the performance of your company. After you earn the reputation for selling quality products and providing friendly, efficient customer service, we step in to digitize your brand. By developing your website and creating online marketing strategies, we remove the complexity of creating a memorable brand online.
How We Digitize Your Brand
Our team of experienced digital marketers and web developers remove the time consuming responsibility of building your brand online to give your more time to do what is most important for your company.
Attracting and retaining loyal customers.
Our digital marketing and web development strategy involves creating the following digital content marketing tools:
- Blog posts
- Product demonstration videos
- Ask the expert forums
- Social media articles
Each page of your website must promote your brand. The home page warmly welcomes visitors by presenting your brand’s logo and most popular products. From the home page, our team of branding experts make sure each of your company web pages best represent the brand you spent considerable time building.
Make branding an important part of your marketing program by working with our team of digital marketing and web development experts.
