Branding a new company first requires conducting an in-depth characterization of the company. This involves evaluating competitors, target customers, and defining the brand’s unique benefits and personality. Without effective branding, and subsequently, marketing, there is no “brand,” just a business name.
Every company must focus efforts into the vision it evokes. Customers and prospects should have a general idea of what the business is about. What are they achieving? What is their content? Who do they sell to? For example, Beauty and Aesthetics Marketing will vary considerably from construction and building marketing.
Highlight impeccable customer service through branding
Ideally, target audiences will feel loyalty and a sense of security about their favorite brands. To build brand consistency, businesses should strive to achieve the same level of quality, time after time. As one component in branding a company, it is vital to look at how you can create incredible customer experiences and provide excellent customer service.
In many businesses, once a sale is made, customer service becomes the primary point of contact and communication with the customer—from handling complaints, to returning products, to answering “how to” questions and more.
In the age of the customer, it’s essential to make all customers feel that you are there for them. If a product needs to be returned, this may include financial compensation, an apology, even arranging for pickup of the item.
The primary channel for engaging with your customers will most likely be online. Is your website designed to be easy to navigate? Do you have a responsive design? Are you available on social media? Do you monitor brand mentions and respond promptly? What content do you post, and how do you connect? All of the above contribute to the way in which you brand your business.
Large companies that are household names (and care about the customer experience—not all do) have large departments dedicated to customer service. Their entire function is to align the customer with the company. Super brands are known for near-zero customer churn, reliability, and service at the highest level.
Especially in categories where differentiation based on product features is difficult, branding is largely judged through customer service quality and responsiveness. That makes integrating your customer service with your social media and marketing incredibly beneficial.
Focus solely on creating an online customer service experience that works well on both desktop computers and mobile devices. More people turn to their mobile device when they are out and about (and even at home), because it is much quicker and convenient.
Digital marketing efforts
Digital marketing encompasses numerous tactics, but at its core is about communication. With the right technology and processes, digital marketing enables you to narrowly target your business audience with personalized marketing messages. Digital marketing through an advertising agency has several advantages:
- Advertising platform expertise: The platforms for Google Ads and Facebook Ads have gotten more complex, which means you have more ways to succeed—but also more risk of wasting money if things aren’t set up properly.
- Design: First impressions matter, especially in branding. An advertising agency provides professional design for your website. They can also assist in optimizing your social media profiles.
- Target Audience characterization: Truly understanding your prospective customers is the most important element in digital marketing. It is important to understand who your audience is, beyond a superficial level.