You’ve Invested in Branding. Now What?

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You’ve invested in your brand, which is a huge step and congratulations are in order. A quality brand is essential to your business. It communicates your value to your customers and employees, helping them all feel part of something bigger. It also helps your business stand out, which can increase awareness and drive sales.  

A brand alone, though, won’t do everything you need to grow your business. To make the most of your new brand—and opportunity—it’s essential to focus on consistency and on content that puts you in front of your target audience. This can help you ensure your business earns a return on your brand investment. Here’s how.

Why brand consistency is important

You’ve heard the adage, “You never get a second chance to make a first impression.” This applies to people—not brand marketing. In fact, it takes on average five to seven impressions for a potential customer to remember your brand, so consistency matters. And the way to ensure consistency in all materials and channels—think email, website, Facebook, the trade show floor, and more—is to bring your brand to life through expert graphic design. An experienced graphic designer will know how to create consistency and help your brand stand out, whether it’s sizing your logo for a social media channel or designing a new page for your website. 

Consistency matters beyond the visual realm, too. According to research, consistent marketing pays off. It can create powerful brand loyalty—and attract customers willing to pay a premium. Ultimately this can help to boost your brand value and increase your business’s revenue. 

Why content is essential to marketing strategy 

Good graphic design is essential to a strong brand, but so is top-notch content. This includes your high-level brand messaging, like your brand story or About Us content. It also includes high-value content that delivers what your customers really want in a self-serve format. Think videos and blog articles, earned and paid media placement, and more. 

Content creation is a top priority for successful brands. According to HubSpot’s “State of Inbound” report, 80% of marketers focus on high-quality content creation, and content marketing accounts for more than 25% of most B2B marketing budgets. 

Why? Because it’s what customers want. Consistent, quality, and engaging content is a powerful influence in decision-making. Content marketing outperforms almost all other marketing. This kind of content helps you show up in organic searches and puts you in front of potential customers searching for what you offer. It also helps to build customer relationships because you’re delivering value—and this leads to trust and ultimately to brand loyalty. And buyers want this kind of content in a self-serve format. In fact, it’s a critical part of what’s called the buyer’s journey, or the process that unfolds as a potential customer is researching a purchase. 

Effective brand marketing is much more than putting a new logo on a website. It brings together every aspect of your business in a clear, memorable presentation that compels someone to become a customer. The challenge is that it can be difficult to bring all the pieces together seamlessly, especially when you’re also doing everything else that needs to be done when you’re running a business. 

As a starting point, step back to consider which of the following you already have in place. 

The consistent brand checklist

  • Logo, brand look and feel
  • Mobile-friendly website
  • Editorial calendar to guide content marketing
  • Blog with high-quality, regular posts
  • Consistent social media presence
  • Optimal content posted across channels, including LinkedIn, Facebook, Instagram, Twitter and more
  • Regular emails and eNotices

Ready to make the most of your brand investment? We can help with digital marketing strategy, graphic design, and content marketing. Reach out to us to discuss.

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