Brand is often perceived to be visual but your brand is more than just a logo or some advertising. It’s also how the public feels about you. As an entrepreneur, your brand is more about your core values and mission than your products or services.
The difference between marketing and branding
Marketing is intended to sell a product or service while branding is meant to affect how people perceive a business. A good example is a company like Nando’s. Even people who don’t eat at their restaurants tend to have a positive view of the company.
This is because they have established a strong and positive brand. Using digital marketing in conjunction with excellent PR campaigns, Nando’s has built a brand that goes beyond spicy chicken. They are seen as a company that makes a difference, makes us laugh and isn’t afraid push the envelope.
The three stages of branding
The first step is to establish your brand. This should be one of the first things you do when you start out as an entrepreneur. Your brand includes things like your mission statement, target audience, vision, values, voice and brand personality as well as visual elements such as logo, graphics and imagery.
Managing your brand effectively will ensure that it stays on target. Larger companies might even appoint a Chief Brand Officer (CBO), whose job it is to monitor how the brand is portrayed. As an entrepreneur or startup, it’s the responsibility of everyone involved to make sure that your marketing, advertising and PR is always on-brand.
Brand building and growth
Once your brand is well established and implemented, you need to start growing your brand recognition. After all, a great brand is only effective if people are aware of it. Brand building is an ongoing process much like brand management. It’s something you’re always working on with your digital marketing, PR and brand strategies.
Brand building with digital marketing
Here are some key digital marketing strategies that can help you to build and grow your brand online.
Brand stories essentially give your clients insight into your company. It can be stories about how your company was founded, how your team tackles difficult projects or even a behind the scenes tour of the offices. These kinds of stories promote transparency. If used correctly, you can effectively communicate your values in an interesting way as well.
Your content, whether it’s web copy, blogs or guest posts on other sites, is an ideal way to establish your voice and promote your ideals. It’s easy enough to use your content to talk about what your company does but you can also use it establish what your company stands for. In other words, how your goods or services are always underpinned by your company’s values.
The best part about being on social media as a brand is the direct interactions you can have with your visitors. Being active on social media and replying to comments and questions will help you establish your brand as one that is responsive and helpful.
PR is considered different to digital marketing but they should always work hand in hand to support your brand building. Pro-active PR campaigns that focus on your company’s values and vision, rather than just lead generation, can go a long way to promoting your brand outside of a typical sales pitch, much like the Nando’s brand.
Promote your brand with Gnu World
At Gnu World, we work with you to ensure that your digital marketing is in line with your brand. We offer web development, social media and content marketing, Adwords and PR to help support your business’ brand-building goals.
Contact us to discuss your needs or find out more about what we offer on our website.