3 Things Your Brand Must Deliver

Originally posted on December 15, 2015; Updated on March 18, 2022

At its very core, your brand is a set of promises your local business makes to potential consumers about the value your products or services have to offer. To maximize your growth potential, your brand must inspire confidence, trust, and have a solid reputation, or your target audience will lose interest. There has been extensive research completed to determine what people are looking for in terms of branding and above all else, there are three things your brand must deliver to influence shoppers. Get in touch with us today to learn more.

Brand Awareness

In a recent study, 76% of people revealed that when it comes to buying new products, they're most likely to buy from a brand that is familiar to them. Make sure that your brand has a distinct personality that will resonate with your audience. Every time someone hears your company name, sees your logo, sees the colour palette you use or hears your company slogan, you’re building brand awareness. Use content marketing to give your customers value, strengthen brand awareness, and attract potential customers to your website, making them also aware of your brand.

Key Takeaway: Your brand has to have a unique identity, so it stands apart from your competition and it has to be placed in front of your target audience often enough that they recognize it.

Quality Information

A whopping 77% of conversations involving brands on social media are generated by people needing information, help or advice. This is a massive missed opportunity if your brand is not delivering quality information people can trust. A blog is great way to provide helpful content that may answer questions or solve problems your potential customers may have. Providing them with helpful, accurate information without immediately trying to sell them something will still lead them to your website, which is ultimately your goal, and you’ve first provided them value.

Key Takeaway: Content is a powerful influence if it provides useful information and engages readers. It is critical to both your marketing and branding strategies.

Emotional Connection

Brands that evoke high emotional response are three times more likely to be promoted by others through word-of-mouth advertising than brands that do not connect emotionally with their audience. Consumers want to identify with brands and feel good about them before recommending them to others. People aren’t going to feel great about your brand if you’ve got a ton of negative reviews online. Maintain a positive reputation online by:

• Not having business practices that get you consistent negative reviews in the first place.
• Responding to ALL reviews. This makes your customers feel heard and appreciated and continues to build their trust in your brand. Also, the odd negative review is nothing to be feared, but a learning experience, and a chance to showcase how your company goes about righting a wrong for a customer.

Key Takeaway: Humans are emotional and (for the most part) compassionate creatures. We see those negative reviews and imagine ourselves or someone we care about in that scenario. Your company will not be getting the benefit of the doubt. Build trust in your company by maintaining a positive online reputation.

Build a Brand Your Customers Can Trust with Us

Your brand is more than a recognizable logo and catchy name. It is that! But it doesn’t stop there. The heart and soul of a brand is the trust and loyalty it’s customer base has in the company. Through brand awareness, consistent content marketing, and maintaining a positive reputation, your brand can make good on the promises you make to your customers and exceed their expectations. Call Smart WSI Marketing today to build a digital marketing strategy to reach your business goals.

Lynne Motkoski, Marketing Strategist

Specialty: Online Marketing Strategies
Education: MA Communications & Technology, BComm [U Alberta]
Author: The Online Marketing Handbook for Busy Entrepreneurs (coming soon)

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Lynne is known for her strategic approach to marketing communications, technologies, and lead generation. She has a passion for education, keeping up with current marketing trends and practices, and helping clients keep ahead of their competition.

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