Advice

How to leverage your brand and build a revenue driving following

By Belinda White
Issue No. 05 The Brand One
June 2017

4 Min Read

It’s becoming ever more challenging and complex to promote your business and stand out in a digital-centric world, often requiring more time and multiple channels to reach your desired audience. So when it comes to standing out online, brand is your most powerful weapon.

In this short article, I’m going to guide you through the power of leveraging your brand and building a following to drive revenue instead of purely competing on price.

How much easier would it be if customers came directly to you?

Do people really make buying decisions based on price?

The power of a brand

A brand is considerably more than a name or a logo. In today's multi-platform, multi-digital world you need a flexible identity that can scale and provide visibility in every possible situation.

Your brand encompasses your values, aspirations and ethics. These values need to be reflected in everything you do, from your visual identity and tone-of-voice, through to how you write your emails, your style of advertising, your website, blogs and applications – in fact, every single touch point must present a consistent message. This creates a unique brand, which reflects your story.

Building a brand following

How powerful is it when other people champion your business?
Marketing terms such as ‘brand advocates’ or ‘brand ambassadors’ try to describe those customers who feel as passionate about your brand as you do.
They are your loyal followers; they feel enabled and engaged to tell the world how wonderful your product or service is, reaching out further in this digital age, the new word-of-mouth.

Leveraging your brand to build followers is a powerful way to reach new audiences and increase leads. Strong brands appeal to the feelings and emotions of consumers, reaching out to the minds of individuals, their intellect and aspirations. Think about how your brand impacts on their lives, their sense of identity. These aren’t paid endorsers but genuine customers who are passionate about your brand. They have influence over their peers, who could become potential customers. Their messages can seem more authentic, coming from their real-world experiences. Your followers have a feeling of belonging to a community of like-minded people. They probably aren’t buying based on price but on the value and benefits that you bring to them and how you make them feel.

How to leverage your brand

This process doesn’t happen overnight and should be in continual development. You need to spend time developing a clear understanding of your audience and how your brand can speak directly to them. Take time to promote your brands heritage, values and beliefs, your 'why'. Your brand will extend beyond the initial purchase to the whole customer experience; experiences like your on-boarding process, unpacking their new purchase, their interactions with your after-sales, your customer services, your help desk or your after-purchase follow-up. 

They need to feel valued at every stage. Part of your brand, part of your journey, to be inspired and feel an affinity with what your brand stands for. Brands are becoming immersive experiences, and consumers have so many more ways they can interact with your brand. Focus on your customers first and how you help them. Think about what emotional, intellectual and physical connections they experience and how your brand communicates with them.

Connect with those who seem to be passionate about your brand. Talk to them; find out more about what they liked and how they have benefited. Thank them and reward them. Tell their stories. They can be a powerful voice on your behalf. Social sharing provides instant engagement with your customers and through them you can reach new audiences.

Dynamics of design

Brands aren’t only crafted in a design agency; they are created in the mind of your customers. A successful brand becomes a trusted provider of products and services. Think about how your brand makes things easier for your customers. How does it provide the best experience? Does it consistently deliver on promises?
Brand design is still important and needs to be instantly visible and recognisable in any situation, both on and offline.

The power of brand in search

Branded search is so much more powerful than targeting widely used search terms.

(Example Washing machine - Miele Washing machine).

Branded searches are preferable in many ways; they are typically better for ranking and conversion. That means if someone performs a branded search (they include your brand in their search query) they are more likely to be in a position buy. They are further down your sales funnel. They are already familiar with your brand, plus Google could start to associate your brand with non-branded search terms and eventually offer your brand in their suggested searches.

The takeaway

Make sure you tend to your brand and nurture your customers; they can become loyal followers and help spread the word about your business, increasing credibility and trust in your brand, and driving revenues up. 

Let’s get started – we can help you build your brand and your following. Click below to contact Belinda, or call 0191 500 7118.