We recently brought a grassroots marketing campaign to life in Central Park for the family-owned snack company John Wm. Macy’s. Our experience got us thinking about the core aspects of grassroots marketing and audience engagement, and what it takes to create a...
The Importance of Branding: Use Your Story to Establish Your Brand
When we hear the word “branding” we often only think of the design side of things which would include your logo, website, packaging, etc. Although all of these things are extremely important to your branding, as marketers we know it’s about more than that and it goes much deeper. Branding represents your business and your company’s image to the world. What story are you’re telling to your existing and potential customers? Who are you as a business and what are your values? Are you trustworthy and reliable? All of these things can be told through your company’s branding.
Branding is made up of all of the visual components, your logo, website, packaging, etc., but it also consists of your voice and customer service module. How you choose to communicate and tell your story to your audience deeply reflects on your branding. For example, SoulCycle, a high-end fitness empire, targets a community of people who all take their classes to have an experience, not just a group workout session. They sell their story, not their fitness classes. “We call it a cardio party. Our riders say it’s changing their lives. With every pedal stroke, our minds clear and we connect with our true and best selves. Through this shared SOUL experience, our riders develop an unshakeable bond with one another. Friendships are made and relationships are built. In that dark room, our riders share a Soul experience. We laugh, we cry, we grow — and we do it together, as a community.”
Another important component of establishing your brand is to research your competition. What makes your company unique? Why would someone choose you over your competition? It’s key to lay these foundations out so you can stay ahead of your competitors. Staying authentic and keeping your integrity in the competitive market goes a long way with your audience.
Which brings us to knowing your target audience. In order to gain value in the impact of your brand’s story, you have to make sure it’s positively impacting the right people. For example, you wouldn’t use a playful voice with vibrant and colorful designs for an established law firm. Knowing your audience allows you to create your narrative with intent beyond just trying to make a sale. When you are marketing to potential new customers, as you grab their attention they are choosing to give you a piece of their time and you should use it as wisely as possible.
- Research your target audience
- Examine your competition
- Decide what separates you from the rest
- Create a narrative that exemplifies your brand, your values, your product/service, and your audience
- Visually express this narrative through your logo, website, social media, packaging etc.
How to Get Your Story Out There & Ways to Connect
- About Us page or section on your website
- Add a short section to your social media profiles
- Generate social media content that speaks to your audience
- Stay ahead of your competition
- Be accessible to your customers
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