HOW BRANDING CAN BOLSTER YOUR BUSINESS
As an international award winning Toronto freelance copywriter, with expertise in marketing and branding, I was recently asked by a CBC reporter for my opinion on a new branding campaign released by Tourism Toronto, positioning Toronto as ‘Canada’s Downtown.’ The concept was ‘The Views Are Different Here.’
Perceptions of brands and their campaigns are subjective. For a branding campaign to be successful, it must be aligned with the brand’s objectives and identity. The verbal and visual messages must be meaningful, relevant and engaging to the target audience, and communicate benefits the audience cares about. The tactical executions must be creative, compelling and consistent. The campaign must be shared through online and traditional marketing channels that reach and connect with the target audience to maximize awareness. Ultimately, the brand experience must be consistent with its image and true to its promise at all touch points.
Branding is the process of creating a unique identity for a product, service, person, place or idea. As a Toronto freelance copywriter, and marketing and branding consultant, I have helped businesses launch and build brands.
WHAT IS YOUR BRAND PROMISE, POSITIONING AND PERSONALITY?
Branding is one of the most important steps to building your business. Branding gives your business a unique personality, and establishes a differentiated position in the marketplace to attract the desired customers. Branding your business guides and inspires employees, and contributes to customer acquisition and retention. A brand is the culmination of a business’ products, services, customer service, online presence, real world experience, advertising and reputation. Successful brands can transform customers into loyal evangelists.
5 THINGS TO CONSIDER WHEN DEFINING YOUR BRAND
- What is your brand objective?
- Who is your target audience?
- How is your brand different or better than the competition?
- What are the key features and benefits of your brand?
- What is your brand ethos?
GREAT BRANDS SELL AN ETHOS
Brand ethos is the heart and soul of your brand. It is your brand’s beliefs, spirit, character, culture and values. It’s what your brand stands for. It’s a religion that attracts and galvanizes consumers who want to join your tribe. They are loyal evangelists, who believe in what your brand stands for and embrace the feeling it gives them.
7 BENEFITS OF SUCCESSFUL BRANDING
- Incites trial
- Achieves top-of-mind awareness and memorability
- Generates buzz, referrals and repeat business
- Inspires brand evangelists
- Enhances credibility, trust and long-term customer loyalty
- Increases sales and market share
- Provides a sustained competitive advantage
Branding is one of the most important investments a business can make, especially if your business is a startup.