A brand is a promise. It is a promise to the company, as well as to the consumer. Your brand should be your promise of the quality of service that you will provide – every time.
Marketing can be an under-utilized and under-appreciated practice. A lot of companies generate new business through referrals and a strong network, while focus on branding and messaging is often put on the back burner.
With technology taking hold, however, what industries are facing in today’s landscape (talking to you Nashville!) is the result of the ongoing disruption of older models. We’re seeing a large increase in out-of-town competition and younger, agile companies competing for work. As more sophisticated technology becomes part of our lives and a younger workforce begins to fill decision making roles, companies that neglect marketing, design, and branding are rolling the dice (at best) when it comes to predicting future success.
Here are 3 ways you can effectively use branding and marketing to increase your company’s image and visibility:
Update Your Web Presence
When businesses need help, they aren’t going to the phone book anymore. Today’s consumers are turning to their computers and mobile devices to find what they are looking for.
According to a study from Google on Business-to-Business purchasing, buyers are nearly 60% down their path to a decision before they initiate contact with any company. At this point, an outdated, poorly managed, or hard-to-navigate web presence is all but guaranteed to alienate potential clients or customers. The same study also reports that millennials are responsible for close to 50% of all the research made for high-level, B2B buying decisions. If your website or online presence isn’t up to their modern standards, you can be sure you’ll be cut from their list of businesses to work with.
Another approach to consider when looking to build your company’s brand recognition and status is community outreach. Consider joining industry groups to take full advantage of all your community has to offer. This is a great, low-cost way to get your brand out there. Sponsoring industry and charity events is a great way to build your company’s profile in the community. Choose to sponsor an event or cause that you are passionate about to gain exposure and give back–it’s a win-win!
Take advantage of the press (both print and online) Nashville is getting in the media. Press releases are a great way to showcase your company and the work that you are doing. Most local media outlets and organizations around town care about the work being done and the impact businesses will have on the community. This is also great material to use across social media accounts and in company newsletters. A thoughtful Public Relations campaign can make a big impact on your company’s visibility.
Above all else, make sure you take your marketing and branding seriously. The perception that a potential client feels when they first visit your website or experience your brand is very powerful. And a negative perception can be difficult to overcome.
Astute Communications is a full-service marketing agency. We offer custom creative solutions to help establish companies, generate leads and improve brand recognition. If you or someone you know could use help with branding, email [email protected] or call us at 629.333.7528. We can’t wait to hear from you!