November 12, 2013

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4 Staples of Branding

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More than ever in business, having a consistent message associated with your company (brand) is necessary. Whether it is online or traditional the upmost priority is to ensure uniformity.


Like every successful company in business there are certain tactics and strategies that make them stand out.


Here are four principles a brand must follow to reach greatness:


1.) Consistency

Like I said earlier, being consistent with your brand messaging across all mediums is necessary when allocating money towards marketing campaigns. From computers to tablets and smartphones to smart TVs, a brand must be represent itself in a seamless fashion. Along with aligning, more specifically, your online tactics: social media, microsites, ads, landing pages. etc.


2.) Convenience

Live in the life of your customers. A simple hint: be where your customers are and never lose sight of this. I cannot stress the importance of that statement. Many times people are just marketing on social media because they hear it is the place to be. Please, I cannot stress enough, do your research before you make any investments.

Let me elaborate for you. If you are given a budget and your boss states we have $10K in a marketing budget what are you going to do?


One might go for an outdoor billboard, but instead of following the norm, be sure to do your research first. Think differently.


Maybe your market is better swayed by a social media campaign where they have the opportunity to influence their friends and you reward them accordingly. Maybe you run a contest with a fun and engaging microsite where they get the opportunity to share their story with your brand. The options are endless. My point is to a.) do your homework and b.) market where your consumers are.


3.) Service

Make certain your brand delivers on the promises communicated. Branding works in two ways: internal (culture) and external (the way you want to be communicated).


Be sure to align your messaging with your team and employees and have them share the same vision out to the world.


4.) Personalization

With the strong emergence of Social Media and 1:1 communication it is necessary to have your brand message personalized to your individual segments. The shotgun approach is long dead as I am sure you have all heard before.


My final thoughts are summarized as just this. Make certain your brand follows the four staples list above so you won’t confuse your consumers and the experience delivered will be a great one.


If you want to see a great company is action follow Red Bull. They are always following their brand messaging with their #givesyouwings campaigns.


I promise if you abide by these four principles your company will be successful.

Josh Roush

AUTHOR - Josh Roush

Josh Roush is a Co-founder of Movetic, where his expertise lies in brand strategy and digital marketing. He writes about branding, marketing, and company culture as it relates to pushing the limit in the new digital age.

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