Branding is a crucial element in business and has become increasingly important in setting the standards for successful competitors in a market. Strong brands have a clear mission along with intrinsic standards and values. What meaning do you want people to associate with your business? Locking down a strong branding strategy however, does not automatically mean that it will be a successful brand. In order to truly resonate with your consumers, your brand must first be put into motion. Branded Motion™ is a proprietary brand process of movement that travels across the digital landscape, helping brands make a more emotional impact. Here are 5 methods of putting your brand in motion.
Creating Image and Meaning
One of the first steps to Branded Motion™ is to create a unique and appealing logo. This logo will always be the initial image people will associate with your business and the quality it provides. When people see a Nike swoosh or the Under Armor logo, they immediately recognize the quality of the product. Creating a strong slogan that captures the essence of your brand will also help differentiate from the competition. Having a slogan that has an emotional impact on people will ultimately make your brand more memorable and relevant.
Build a Website
Having a strong online presence is one of the best ways to ensure that your brand is in motion. To design an effective website that properly represents your brand and business, you should first focus on content. Providing content that attracts people or changes their ideas on a topic translates into further brand promotion. The content you decide to put out should always be educated and show thought leadership. The key is not only to produce content that is interesting and shareable, but to also design your website so that the information can easily be shared with people online and in other social media platforms. This will help you reach a larger audience and attract more attention to your brand.
Interact Using Social Media
The use of social media is at an all time high with more than 1.2 billion users on Facebook, and about 300 million users on both Instagram and Twitter. Businesses that are not utilizing these popular social media platforms are missing out on great marketing opportunities and ultimately higher revenue. Along with stronger brand awareness, social media can help your brand gain loyalty from customers. A study done by Texas Tech University shows that “brands who engage in social media channels enjoy a higher loyalty from their customers.” Digital communities are created through the use of social media. People who share similar interests can connect through a brand they both follow, which can lead to a community of loyal customers of your brand. Interaction with consumers gives immediate feedback which can help better your brand.
Networking your brand using public and local events is always a great idea to get your brand out and bring in new business. With the advancements in technology, some people consider promoting their brand out in the real world as a waste of time. People with this notion could not be more wrong. Being active in the community shows a connection with your consumers in a way that can’t be achieved through a screen. Sponsoring events gives your brand an edge and can put it in a favorable light for participating in such events or charities.
Be on the Front Line of Innovation
As businesses and markets alike are constantly changing, the modes in which you display your brand should be changing as well. It is imperative to stay on top of the latest technology or social media strategies, along with changing customer needs, to keep your brand relevant and involved. As emerging market needs change, your branding strategy should adapt to meet your audience needs. Brands who are on top of the latest innovations use them as a tool to keep their brand in motion. Be careful not to stray away from core meaning of what your brand is, or dilute your brand in any way. Video and animation allows for a greater user experience and helps your brand stand out from the competition. In today’s world, viral videos are all the rage. Creating a video will help tell your brand’s story and express the emotion and purpose the brand has. A great video has the potential to go viral and reach millions of people. Create videos or animations that will resonate the most with your brand’s audience. One of the primary reasons for creating videos and animations is to spark conversation, not necessarily shove the brand down the throats of the consumers. If the video elicits responses from people and is shared because they felt connected to the message, your brand will benefit.