Branding shapes people’s feelings about your business or organization through marketing and communications. Brands come before marketing and communication efforts and they are built by what companies decide they are. But brands also come from the messages spread about them by the consumers they interact with daily.
Every entrepreneur wants to know how to ensure brand success. In the information age, that goal is both easy and difficult. It is easier to make your brand visible. But it’s tougher to stand out from the million other businesses that crop up yearly.
According to the Census Bureau, there were over 4.4 million new businesses in the U.S. in 2020. For comparison, that’s 24.3% more than in 2019.
So how do you ensure your brand’s success in this fast-paced digital age? Some things remain the same, but others have changed, thanks to the advent of the Internet. And those changes are essential to brand success.
Have A Clear and Unique Selling Point
Think about it. Successful brands are famous for offering customers something their competitors do not provide. Brands like Nike, Coca-Cola, Apple, and Google have unique selling points. They have a quality that differs from their competitors in their industry.
Your unique selling point (USP) drives consumers to identify with your brand. It is that characteristic that pulls customers to you and not the competitors. Whether your USP is fast delivery or superior customer service, it is something your target market values.
Take Cybersecurity Serious
Security by Design. This slogan is one of the many that Philips uses in their marketing efforts. As medical equipment maker, Philips must ensure the safety of their customers. So, they increased their cybersecurity. The brand incorporated this effort into its marketing. They created a catchy slogan that reflects their commitment to delivering quality care.
Philips must be your role model in marketing and branding efforts. Amid the upsurge in cyber attacks, highlighting your company’s cybersecurity is a powerful tool to ensure your brand’s success. Communicating cybersecurity measures to consumers can reap benefits. So, it is an excellent idea to give it a prominent part in your marketing efforts.
Let your customers know measures are in place to keep their data secure. Talk about how you use network security monitoring tools to dissect network data. Tell them how you catch network-based threats. Share stories about your employees using a password manager to thwart phishing attacks. Explain the encryption capabilities of your password manager that prevents data breaches.
These are critical issues because a vendor that doesn’t take cybersecurity seriously risks its customers’ safety. Take the 2013 attack on Target, for example. It compromised 44 million credit and debit cards of shoppers. Target had to pay an $18.5 million settlement. But Target lost more than money. It lost the faith that customers had in their security.
Successful brands build deep emotional connections with their customers. Framing a brand story is one of the most effective ways to boost your brand’s value. Your brand story communicates your philosophy and unique selling point to your audience.
Your story must not be shameless self-promotion. It must show the benefits of your product through a compelling narrative. A good rule of thumb is to ensure that your story is consistent with your audience’s perceptions of your brand.
Your brand story must:
● Be consistent throughout your content marketing assets
● Convert vague value propositions into solid visions of your brand
● Be accurate
Include these elements in your story brand:
● The purpose of your product or service
● The challenges you went through before your brand came to be
● How you crushed those challenges
● How the experience made your brand better
● Why this background gives your company the ability to help your customers
Successful brands are ubiquitous.
Large companies have bottomless marketing budgets and can reach their consumers globally. But social media and free online marketing tools allow you to do the same. Smaller brands can connect with their target market even with a meager budget. You can earn significant exposure by showing your expertise and creating trust online.
A unique selling point is the central ingredient of a successful brand in the digital age. But your USP won’t get you anywhere if you don’t couple it with powerful storytelling. And even if you create a strong brand, it can crash to the ground if you don’t take cybersecurity seriously.