The brand cannot be identified as an entity that exists on its own because it only exists in the minds of your customers.
As such, when you start a branding campaign, the focus should not be on reaching as many people as possible. It should instead be on the quality and relatability of each interaction between the brand and the customer. This is the way towards brand loyalty and a relatable identity.
With this in mind, let’s analyze how the top three branding strategies can be applied to create a real and lasting connection between your brand and the target audience.
#1: Instagram Can Build Your Brand
Many business owners avoid Instagram because it doesn’t allow links in posts. However, if you take a quick look at the numbers, it makes a lot of sense to use this channel.
First, one eight of the whole population is on Instagram! This means that 1 billion people use this platform each day, and the even better news is that 80% of them are from outside the US. This is fantastic news for brands looking to extend globally.
So how do you grow your online business with Instagram? Well, there are two main ways:
- Build your own audience and maintain an account
- Tap into the audiences of influencers
The first way is the most time-consuming and filled with effort, but once you have a solid audience, they are yours. The secret to building a thriving brand presence on Instagram is directly connected to hard work, good content management, and top-notch creatives.
The second way brings results faster and allows you to select an audience that’s already open to suggestions. Still, you need to know how to find and approach the right influencers; otherwise, your branding strategy may go down in flames.
#2: Use Content Marketing to Your Advantage
By expressing your expertise and valid opinion using high-quality content you put the business in a position of authority compared to other similar brands. In fact, the B2C Content Marketing Benchmarks, Budgets, and Trends report for 2017 shows that content marketing is extremely successful when it comes to solidifying the brand.
High-quality content makes your brand more relatable and searchable, increasing the chance to create connections with new users. Furthermore, when you talk to customers in a relaxed manner, you humanize the brand and give it a personality.
Finally, it’s important to understand that it’s not just about writing blog posts. It’s also about making videos, providing support in various situations, being present in the community. This builds the brand and keeps it strong in the eyes of your audience.
#3: Build the Perfect Email List
Yes, email still works even in the age of Instagram! It may be the oldest trick in the book, but the numbers say that by 2020, over 3 billion people will be using it for basic communication. That’s about half of the people on the planet!
If this is not enough, maybe the high ROI will convince you. For every $1 spent on email marketing, the expected average return is $38! Now tell us this doesn’t tickle your curiosity as an entrepreneur!
Overall the strategies to use for boosting your branding, emailing is still the one that’s almost guaranteed to work. Of course, you’ll have to build the right email list and use it properly to get results, but the effort and financial investment aren’t as high.
Furthermore, you can use content management to get the right people to subscribe to your mailing list.
In conclusion, just because you’re running an eCommerce business, it doesn’t mean you can’t use Instagram, content, or email to strengthen your brand. On the contrary, these channels work amazingly well once you allow people to see your company has a human side.