Effective corporate branding is essential if you want to be the first business that comes to mind when a customer needs your products or services. However, there are a few common mistakes that businesses make, especially when it comes to marketing online and through digital media.
- Don’t target a broad market. While it’s true that you can reach a larger audience through digital media, it is still important to have a specific target market that you are trying to reach. Focus on this core group and your branding efforts will be more effective.
- Don’t limit the conversation. Businesses tend to get nervous about the freedom of the Internet and the ongoing impact it has. Rather than increasing privacy settings on Facebook, or even your own website, embrace the transparency that the Internet provides. Allow customers to review your products or services publicly on your site and let them make comments. Even negative comments can be a customer service opportunity if you address them appropriately.
- Don’t act without a plan. Effective corporate branding must start with a clear vision. Identify the one thing you do better than your competitors, the one way your product stands out or the one reason that customers should choose your brand over another. Incorporate this into all of your branding and corporate messaging to produce a consistent brand identity.
Avoiding these three pitfalls is important, but it’s not enough if you want to have effective corporate branding in today’s crowded marketplace. In order to stay relevant, you have to constantly remind customers about your brand through well-executed marketing programs. Whether you send a thank you note after major purchases, keep customers engaged through email marketing campaigns or implement a comprehensive customer loyalty program, consistently reminding customers that you exist can go a long way when it comes time to make a purchase.
Any other pitfalls out there? Your comments are welcome.
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