Branding - a marketing technique based on shaping the brand in the buyers' minds, showing its positive image, as well as all other actions aimed at associating the brand with a particular product. Building a brand properly plays a huge role in the future revenue of the company. A highly recognizable brand allows one to set higher prices (higher revenue), facilitates introduction of new designs and products, and also strengthens the ties with retailers. Brand awareness plays an important role in the process, and there are three ways for establishing product positioning:
- assigning a feature typical for an entire product category to a brand,
- brand differentiation, that is, being distinct from products of competition brands,
- emphasizing the emotional features, which make a consumer who chooses the particular brand feel a certain type of satisfaction stemming from, for instance, identifying with the lifestyle promoted by the brand.
5 ways to boost brand awareness
The process of building a strong brand for professional services isn't only about developing an impeccable image and reputation. The market tends to fluctuate and the competition never sleeps. Thus, the aspects just mentioned are insufficient to achieve all the company's business goals.
What matters, are means of maintaining the status quo (an excellent reputation of the service) in the minds of the target group. This becomes possible through affecting the processes of brand perception. The more it's visible and recognizable, the easier it is for people to remember and use it. One can achieve this thanks to the five tools discussed below.
1. Showcasing your services using added value
Companies that provide professional services allot most of their budgets to marketing actions, especially advertising. Although traditional advertising campaigns ensure market visibility, they lack the capacity to strengthen the company's reputation. Here's where two certain elements come in, that help you efficiently build a brand. These are means for conveying declarative and procedural knowledge, such as articles and e-books. You can use them to provide comprehensive information regarding your services, as well as to share your rich experience.
An ad for your service delivers a clear message to the target group: 'I'm selling this service, because I say so'. A well-crafted article about your operations, on the other hand, allows its audience to draw conclusions and assess the quality of your service on their own. An article is a direct way to showcase the enormity of knowledge and experience possessed by the specialists in a given industry.
By lifting the veil on professional knowledge, you don't create a one-way relation with the audience, but rather a win-win situation. You share your knowledge and competence, and in exchange, you receive something way more valuable - the trust and loyalty of your target group.
2. Focusing on high-quality content
Taking good care of the type and quality of the shared content is a key aspect of modern branding. Professional knowledge that you convey should be updated with the most recent scientific and current affairs content.
This is the only way to convey reliable knowledge, that will strengthen the trustworthiness of your services. Writing e-books about the scope of your operations isn't aimed only at winning new customers, but also at fostering the ties with the currently existing target group, which is directly linked to the next step.
3. Establishing and maintaining relations with co-partners
Initiating and maintaining contacts is directly correlated to high-quality content shared with the audience. It may be a good idea to start working with other professional service providers, whose work will indirectly affect the image of your brand. The quality of the shared content is closely linked to implementation of research-based scientific knowledge.
Conducting your own research is an endeavor that boosts the brand's credibility and implies establishing a work relation with a company dealing in methodology and statistical analysis. Only precise, standardized and thorough research results confirm the quality of the content you publish.
4. Being visible online
Among the most basic platforms, whose efficient use will make your business more recognizable, is the Internet. These days, most people looking for services turn to online search engines. Businesses with great reputation and strong brands, but with no online presence, significantly narrow down the group of their potential clients.
Simply having a website isn't enough either. High level of competition in the market is tough to tame. It's a jungle out there - there's one superior rule that governs the myriad of offers - only the strong will survive, which in Internet terms means the one, who's better optimized for search engines. Optimizing your website in regards to content and keywords is of utmost importance. You might want to take care of this aspect, starting with the analysis of what's been done so far, and finding aspects that can be improved upon.
6. Social media
While sitting on high-quality content, you're looking for channels to reach an audience as wide as possible. Strictly speaking, to make the word come to life, you need means to spread it. Such means are provided by social media. Using social networks, you can share not only your expertise, but also initiate interactions, which are a great source of feedback.
Social media can be used to establish new contacts with potential clients, as well as to foster ties with your current target group. This way, a service provider is even able to reach certain groups among his local community.
All the essential tools discussed here will help your brand become more recognizable in the sea of similar professional services, which will in turn reinforce the reputation of your business.