From the perspective of a public relations agency, much of the communications efforts in Singapore and Southeast Asia hinge on building stronger brands. 77 per cent of marketing leaders agree that branding is a critical factor for future growth. Marketing tactics need to revolve around creating a brand that could open up more opportunities for growing revenue through brand equity and loyalty. When a large group of consumers find value in a brand and remain loyal, it helps entrench a brand’s competitive position and potentially prevents new competitors from entering the market.
So, what are some brand building tips for businesses to consider when developing digital marketing plans to earn the trust of consumers?
Why should organisations invest in building their brands?
Brand building is defined as the process of creating awareness and promoting the services of a company through different direct and indirect communication means. Brand building strategies can bring consumers closer to a brand, setting it apart from other brands and elevating the value it offers to the market and its consumers. Digital marketers have a huge role to play in ensuring that every step is closely aligned towards building consumers’ interest, desire and ultimately, purchase or conversion. One consideration that should be addressed is the creation and strengthening of a brand’s awareness. For example, is your brand name being mentioned on traditional or social media channels, are you promoting anticipated keywords in the domain or promoting the brand, and is it linked to what people are searching for?
Getting the basics right
Growing a brand starts with a solid foundation so as to ensure that a brand’s roots are strong. Put yourselves in your consumer’s shoes and carefully evaluate your brand’s promise to the world, consumers and staff. What is it about the brand that sets it apart from fellow competitors?
Earning the trust of consumers and stakeholders
A survey by Edelman reported that over 80 per cent of consumers today purchase from a brand that they trust. This means that when a brand builds trust, consumers are more likely to patronise its services. Word of mouth travels faster in the digital era and unhappy consumers are not afraid to voice their opinions. Online users tend to believe other online users’ opinions without probing further – a key example of earned media exposure.
Authenticity is the key ingredient to earning consumers’ trust – together with being available when customers need clarification. It brings real value to a brand’s target audience and encourages a strong following on social media, on top of showing consumers why the brand is the best at what it does. In addition, do not forget to add credibility by enticing trustworthy third parties such as news media or influencers to talk about your brand, and then amplify those mentions on your social channels.
Develop a digital marketing plan in six steps
In digital marketing, a solid plan is fundamental for success. If you start without a plan, the chances are that you would not know where to retrace your steps if it has gone wrong or, worse still, on how to replicate it if the campaign becomes a success. Here are six fundamental steps toward achieving your digital marketing goals:
In summary, a digital marketer or communications practitioner needs to emphasise on brand building when it comes to devising a digital media campaign. It may seem fundamental and not as critical as developing strategies to hit your key performance indicators, but it is integral to how well your campaign would be received by the public.
There is no shortcut to sustaining long-term success. It all starts with the basics of brand building. As Warren Buffet said, “Your premium brand had better be delivering something special, or it’s not going to get the business.”