Archives March 2019

what is a brand; build a brand

So, What Is A Brand?

Ideally, the reason many small business struggles is because of weak brands. Big businesses, on the other hand, have invested time, money and effort to build a strong brand. Therefore, they tend to easily attract customers and build their business.

Most small businesses don’t value the essence of building a strong brand. They are just interested in selling their products and services. But, they have forgotten that it is the strength of their brand that drives sales. Whatever business you’re into, it’s time to take brand building very seriously.

Why should you take the brand building very seriously?

Excessive noise.

There is so much noise on social media, TV, radio, newspapers and everywhere.

To rise above the noise, you need to build a strong brand.

You need to make people know you for something unique, special and specific. If you’re not in customers set of consideration, you’ll miss the sale.

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Rise above the noise through your brand: So,

Ideally, the purpose of building a brand is to be the no. #1 in the customer’s mind for a specific product or service. If you’re no. 1 in their mind, then when they need a solution in relation to your company products and services, you’ll be the first to come to their mind. This is called branding.

Branding is not about graphics designing or using a sign on a corporate vehicle.

Branding is establishing your name as no. #1 in your target customer’s mind in relation to your product or service category. When you’re looking for high-quality products at low prices what comes to mind? Walmart.

Why did it come to your mind?

Walmart has established its brand attribute in your mind. That’s what is called branding. In this modern world, there is too much competition and alternatives for customers. They have access to all the information they need. The best way to make sure you come on top of the list is to invest in building and maintaining a strong brand.

What a brand is not

Image result: A brand is more than the name or logo:

A brand is more than the name or logo:

If you want to build a brand, you have to know what a brand is.

“Brand” is one of the most confused words in business today. Many people think a brand is a name, trademark or logo. While a brand includes these things, it is more than that.

Some people say a brand is a promise.

Really? It’s more than a promise. While you build your brand on a promise to the customer, your brand is more than just a promise. It’s not just a set of words that inform customers what you will do for them.  An empty promise is not a brand!

So, what is a brand?

Image result So, what is a brand?

So, what is a brand?

A brand is a name or logo, what it stands for and the associations it forms in the customer’s mind.

Don Sexton, the world-renowned brand consultant takes it even further. He said, “A brand is a name or logo and what it stands for in the customer’s mind and how strong the associations is in the customer’s mind.”

Your brand is not defined by what you think. It is defined by what the customer thinks. It is defined by what the customer perceives. In its brutal sense, we would say that a brand is a reputation.

Donald Trump, the master brand builder said, “Your brand is your reputation and comes from the strength of your products over time. Branding is an important part of marketing. The Trump brand stands for very high quality and very high confidence.”

The importance of a brand cannot be underestimated.

A strong brand differentiates, makes unique and easily convinces customers to buy from you instead of a competitor. A strong brand inspires confidence and trust in the customers. It makes people trust you and confidently do business with you, knowing that you will deliver according to your promise.

Components of a brand

To further understand what a brand is, we need to know and understand the components of a brand.

Once you know the components,  then you will know what a brand entails and how to establish your own brand. By building and working on the components, you increase the strength of your brand. You increase brand equity and become valuable in the sight of your target customers.

What are the components of a brand?

According to Don Sexton, there are three main components of a brand.

  1. Identifiers
  2. Attributes
  3. Associations

Identifiers

What are the identifiers? There are physical things that make people to locate and identify your brand.

They include your logo, name, trademark, dress code, color, shapes and anything you use in your marketing to help customers to differentiate you from other businesses.

Image result for Logo and name; So, what is a brand? The brand identifiers?

Logo & Name: So, what is a brand?

Most often name and logo are what people think of about when they think of a brand. But you see, there are a lot of logos in the world, but most of them mean nothing. It is not the name, it is that is in the name that counts. It is not the logo, it is what the logo means and stands for that counts.

According to Steve Jobs, the Apple logo stands for “Think Different!” The Apple logo means more than some graphic design work. It stands for innovation, creativity, excellence, fame, pride, and elegance. The identifiers are what we use to describe the brand. But it’s more than that.

Attributes

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What does your brand stand for?:

The attributes are what the brand stands for. What qualities do you want your customers to associate with the mention of your brand name? When they hear your name, what attributes should they think of? When they see your logo, what should come to their mind?

You have to be really clear about what you want people to remember about you. Your attributes must be the core values of your company. They must be core values that have already been woven into the company and has form part of the company’s culture.

You don’t need a lot of attributes. It will be hard to communicate and remember. You need a minimum of three attributes to communicate what your product/service stands for. What are the benefits of using your products and services? Why should they be used? This spells your brand attributes.

Associations

Image result: Walmart brand associations.

Brand Associations in the customer’s mind

When do you think of Toyota what comes to mind? Cars. What about McDonald’s? Pizza. This is the first step. A customer thinks about your company and then associates a product to it. But to get the customer to act, he or she must have a set of qualities believed to be associated with your product, service or business. This is what we called “Brand Associations!”

Attributes are what you claim your brand stands for but associates are attributes that the customer believes what your brand stands for. The stronger the association, the easier it is to convince people to buy from you.

Once you understand the importance of association, you will know why branding is important for marketing and sales in business today.

If you’re not a brand, then you are a commodity. Your target group of customers must associate something special to your brand name. Strong brand associations result in customer loyalty, trust and eventually long term buying relationship. You want to form strong associations about your brand in your customer’s mind.

Making your Brand to Work for You

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Make your brand work for you:

The challenge is to be in the customer’s mind. To be known for something unique, special and distinct. Once you achieve this, selling becomes easy. Sales become boring when you have not built a brand for your business. That means you have to push people to buy from you.

When you build a strong brand, people are propelled to do business with you. Convincing people to buy from you becomes easy and sales become quicker. When you build a strong brand for your business, the sales cycle becomes shorter because your brand does the homework by conquering your customer’s subconscious mind.

A brand positions you as an expert in your field, a market leader and the best in your category. Target customers like you and perceive you to be the best to help them fill their need either by recommendation, referral or brand promotion. Therefore, they simply go straight with pricing worrying too much about pricing. This is why Apple wins in the phones and computer market.

Looking to use blogging, content creating and SEO to build your brand? Kindly contact us. We help you build a strong brand like Apple using simple, affordable and effective methods that will blow your business up. With our super SEO copywriting, we can help build a sensational brand for your business.

Outsource Your SEO Copywriting

Whether you are a small or big business, blogger, web designer, SEO agency, we can help you with all your brand content creation.   You’d be really shocked about the quality of work that you would get.  Over the years, we have refined the content creation process and developed a system of getting the job done right.

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Affordable SEO Copywriting

You can trust your content is in the right hands and the job is going to be done well. Outsource all your brand content creation to us. Please, let us help get the job done right. The following are some of the areas we can help with your content creation.

  • Bulk SEO Articles
  • Company Profile Writing
  • Web Content Writing
  • “About Page” Writing
  • Press Release Writing
  • Blog Writing
  • Sales Page Writing
  • Content Re-writing
  • Landing Page Writing
  • Article Submission Services

Get in Touch Now

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I’d love to hear from you!

I look forward to hearing from you soon.

Please get in touch today with all your web and SEO copywriting needs. No matter the size of the project, I have the expertise to deliver.

Thanks a million.

Cheers! And Keep Moving Forward!

We’d Love to Hear from You

Emailfrancis@expandgh.com

WhatsApp: +233 548334499

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Website: https://www.expandgh.com

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Get New Customers For Your Business

4 Simple Ways to Get New Customers for Your Business

Running a business can be likened to a war. You have to bring in enough customers to pay all your bills and stay in business. If you can’t do that, you’re out. But getting new customers is not an easy task. In fact, many start-ups run out of money before they get their first customer!

Usually, people will write exciting business plans that brag about how much they will make in some few months. They make things look easy on the paper. When they start, they realize it was just mere assumptions.

Building a business is hard. And what makes it hard is the marketing and sales angle. To build a sustainable business, you need to develop a successful marketing and sales pipeline.

Get New Customers for Your Business

Action: Build a Marketing & Sales Pipeline to Get New Customers for Your Business

The marketing pipeline will connect to the marketplace and generate a consistent stream of qualified prospects or leads. And the sales pipeline will connect to the leads or prospects and convert them into customers to generate revenue for the business.

However, it takes time to develop a proven process to get a consistent stream of customers for your business. It can be very scary if you’re just starting from scratch. But once you become clear on how to get customers for your business, the work becomes easier a little.

Ideally, there only four ways to get new customers for your business.

What are those four ways?

  1. Organic Search
  2. Prospecting
  3. Advertising
  4. Referrals

To be successful in sales and marketing, all you have to do is to master these four processes. The better you and your business are in all these areas, the easier it will be to get customers. So you really have to fasten your belt and become skilled in attracting and converting new customers through these four mediums.

        1. Organic Search

The very first step to get new customers for your business is through organic search. Organic search is an SEO terminology. But you don’t have to be an SEO expert to understand what it means. What you have to do is to make sure you have a basic idea and start applying it in your business.

Branding and appearing in organic search results

Branding and appearing in organic search results (Image: Searchenginejournal)

Well, organic search simply means putting enough content out there so that people can find you. It means attracting and making customers to find you. It involves distributing a lot of content both offline and online so that people can pass through those contents and find your business.

For example, blogging is one of the ways to use organic search to get new customers for your business. When you blog, you create content, optimize them to appear in Google and then share them across the social media platform. The more content you create and distribute, the more you increase your probability of being found by new customers on Google and social media.

When you blog regularly and optimize them on Google, you will begin to get inbound traffic. Your content will begin to show up in organic search results, driving a lot of traffic to your website and making people know about you and your business.

The fact is that you have to be found!

So you have to find a way to distribute enough content about your business, services or products. One of the ways to do it offline is through filers and business cards. The more you share your fliers and business cards, the easier it is for people to find you when they are looking for your services.

This can help you get new customers for your business.

        2. Prospecting

The second way to get new customers for your business is through prospecting. In prospecting, you chase your customers. But in organic search, your customers chase you. The reason they chase you is that you have built a brand for your business and they consider you to be an expert in your field. Therefore, they contact you for your advice, ideas, and suggestions.

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Prospecting for New Customers

In prospecting, you have to go to where you can easily find your target customers and then pitch them your products and services. This can be a lot of hard work. There is no automation here. You have to just wake up and look for your customers.

Before you embark on the journey of finding new customers for your business, here’re some questions  to ask yourself:

  • Who is my target customer?
  • Where can they be found?
  • Where do they hang around online?
  • Where do they hang around offline?
  • What time of the day is most likely to find them?
  • Where do they hang around in those places?
  • How can I approach them once I find them?

Branding and organic search will help you to drive traffic to your business or website. But if you don’t want to build a brand for your business or don’t have a brand yet, you have to use prospecting. You should identify your niche or target customers, define where they can be found and then just go and get them.

In prospecting, you have to look for your target customers, but in branding or organic search, your target customers find you on Google, Social Media, and News Outlets and so on. These two ways can help you get new customers for your business, but there is another easy process.

       3. Advertising

Advertising is one of the ways big companies use to find new customers. They look for media that has access to their target customers and then advertise on that platform. For example, if a business realizes that their target customers like listening to a particular radio station, they will pay the radio station to run an ad for them.

That is the concept used in advertising. You have to define your target customers and know where they can be found. And then pay the owner of a platform to run an advert for you—on their platform.

The reason people run Facebook and Google Ads is that they have realized their target customers are hanging out there.

People are paying big money to Facebook to run ads because they want to get access to new customers through their platform. Advertising is one of the easiest ways to get customers for your business. But the problem here is that it involves cash and targeting.

You need to budget for advertising. Apart from that you also have to develop a compelling and attention-grabbing message that will attract your target customers. Selecting the right platform for the ads and running the ad at the right time is also important. Everything must work together for your ad to work.

        4. Referrals

The easiest and fastest amongst them is a referral.

In organic search, you have to be consistent in creating content to build a brand for your business. Once you begin to establish your brand, it will work for you by attracting customers to your doorstep. But it takes content marketing and consistency to get the job done.

In prospecting, you are chasing your customers. You go to where they can be found and start interacting with them. This helps you to get new customers for your business. To make the work easy, you can put in some ads on the right platform—where they can be found. All these systems involve hard work.

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Using the Power of Referrals to Get New Customers

In referrals, you don’t have to do any much work. Your customer has become a brand evangelist, marketing and promoting your business for you.

You have built a strong customer service system that has made customers delighted about your business so that they are now telling other people to do business with you.

To get referrals for your business, you have to provide an excellent service to your customers. Then you have to ask them to review your services. The reviews can be put online through Google Reviews, Facebook Reviews or Yelp Reviews. You can also create a page and put them on your website.

When people read the reviews, they begin to trust your business and start communicating with you. Another way to use referrals to drive business growth is to use press releases to announce any good service provided to a customer. Write a case study or a press release stating how your services are helping to make life better for your customers. This will trigger and make other clients to do business with you.

Which Medium Should You Use?

You have to combine all the four mediums to get a consistent stream of new customers for your business.

Build your brand through content marketing to generate an organic search. As Gary Vee said, build your brand to the point where your brand is now working for your business by driving customers to your doorstep.

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Use All Mediums To Get New Customers for Your Business

Look for your customers. Prospect. Define your target customers and identify where to find them online or offline. Be clear on that and begin to actively pursue them. Go on Facebook, not just to post your product or services, but look for what people are saying about your industry and start interacting them. This will enable you to build a relationship and get new customers for your business.

You should not end them. Make sure you’re budgeting for advertising. If you can run ads on TV, radio, magazine or your local newspaper, just go for it. You can also advertise online through websites, forums, social media network, and search engines. Always make sure you are using the right medium and message for your advertisement.

Finally, use referrals. Once you start getting customers, leverage them to get new ones. Use customer reviews and testimonials to tell the world that you are the best at what you do. Write press releases and case studies to tell people what you are doing and how your services are making an impact in the world. 

I trust these four ways will help you get new customers.

If you’re struggling to get customers for your business or want to build a stellar brand that establishes you as an expert in your field, kindly get in touch.  Maybe you just want to write some compelling press release or a case study of how your business is making life better for your customers. Whatever your case, get in touch with us for a free 15 minutes consulting session to map out a plan for your business.

Looking to build your business brand? Please, kindly contact us and let’s help! 

Talk To Us

Email: info@expandgh.com

Tel: +233 2228133

Mobile: +233 548334499

WhatsApp: +233 548334499

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