Facebook is more than just a super-popular online social network that provides life updates of friends and family and news from around the world – it is a brand that builds community and love, where individuals can login and connect, reminisce, build relationships, network and share ideas.
Olive Garden, as everyone knows, is an Italian-themed restaurant. Yet, it does more than sell Italian delicacies; it prides itself on being a family atmosphere restaurant, a place where mom’s kitchen table is a table of four in a dining room, and a place where you should feel welcomed and comforted.
People remember logos and taglines of a brand, but what isn’t always evident is the feeling a brand invokes and stays with you.
The trick to a great brand strategy is making what you sell or offer memorable, while also making it everlasting and, in a way, necessary to the client.
You want your brand to make money (isn’t that the purpose of starting a business in the first place?), but you also want your brand to stand apart from the rest. Make sure your brand has a reason to exist in peoples’ lives and serves some kind of function in everyday life. After a client buys your product, the client should have a reason to come back and a reason to cherish his or her investment.
Clients tend to navigate toward brands with consistency – if your brand promotes “family,” for example, then keep that word and similar words like it across all social media platforms. Make sure it translates through photos and social posts. You’ve now given your client something to latch onto.
Hit your client where it hurts, where he or she loves, or even thinks. Hit them with nostalgia – why not? If your brand evokes emotion, your client will stay with you. A brand can breed understanding and loyalty.
Sometimes you have to appeal to the young and the old, to men and women, to the blue collar and the white collar. Your brand can speak volumes when it translates across all kinds of customer bases.
One thing to keep tabs on is what your competitors are doing and how it can improve your brand. Don’t be afraid to respond to competitors on social media, or even make the first move to put them on their toes. Clients will respond and respect your awareness of competitors’ strategies – and it may just make you stand apart.
Brand strategy is just one of the plethora of methods involved in MediaMark Spotlight’s Creative Pod. We can build your brand and get you where you need to be in the marketplace. Learn more here.