Are your branding efforts effective? Whether you’re a novelist or a non-profit dog rescue or a physician, branding efforts go way beyond merely designing your website, creating a zippy tagline, or developing a logo. At its most basic description, branding is like making a promise – a promise to meet a client or customer’s expectations.
What kind of an impression do you want to make or how do you want potential clients to perceive you, your services or products?
Are you focusing your content development on products or services that provide something of value to a customer or are you just focusing on your business? Are you making a connection with your audience and their needs or are you focusing more on making money?
Of course, making money is important. In order to succeed long term, so too is building a rapport with potential clients and customers. For example, if someone were to describe your brand, what types of “emotion” words or phrases would you want them to use? Respectable? Honest? Transparent? Compassionate?
Words that convey an emotional reaction that touch your potential clients should carry through all of your content – from website to blog posts, through newsletters and ad copy. You want those words or the message you’re conveying to resonate with your audience. You want them to think about it. You want them to trust you.
You need to not only communicate that promise to meet a client or customer’s expectations, but deliver on that promise. If you do, you’re well on your way to establishing trust and satisfaction among your clients or customers.
Consistency is the key
A consistent tone in all your content development platforms is essential. Your goal is to give your customers or clients what they need and what you’ve promised them. It’s not about gimmicks or bragging rights. It’s about that promise you made. It’s about establishing your image as a brand that can be relied upon.
Naturally, an image, logo, or tagline is also important in developing and growing brand recognition. Even so, your writing tone, style, and mechanics are also vital in establishing your “voice”. That consistency will stand you in good stead because the tone and style you establish will soon become a very distinctive part of your brand identity.
What you’re trying to develop through your brand awareness is a reputation. Make sure to deliver on what you’ve promised, work on using emotive language to trigger an emotion or feeling in your message, and stay consistent with your tone, style, and marketing approaches.