What is the difference between a weak brand and a strong brand?
Before we dive into answering this question, we will look at generic definitions first. Basically, a strong brand is one that is easily recognizable by customers and potential customers since it stands out in their minds.
A company that has a strong brand knows its USP and they also understand its competitors. They understand where they stand within their industry’s landscape and what their company contributes. Other aspects of a strong brand include having a clear mission, vision, and value system. These are not only clear to the business but are clearly communicated to everyone else.
The difference with strong brands is that have a clear and strong identity along with a visual synergy that is appealing to their demographic. In order for visual synergy to occur, this means that the brand’s colors, logos, and even website icons need to look cohesive and be highly related to the industry.
These are used consistently by the company online as well as in the real world. This helps to solidify the brand among customers and potential customers due to the repetition of the same theme. This makes the company easy to recognize, especially among competitors.
Due to this, a strong brand will understand that branding is much more than just marketing it is a necessary business function.
We will now dive into the benefits of using digital marketing to build a brand.
1. Reach, Visibility % Recognition
Due to the fact that the internet spans the entire globe, by utilizing digital marketing, you will be able to make your brand more visible to a wider audience as opposed to if you only focus on traditional real-world marketing or a physical storefront. Online, more people will be able to become aware of your company, products, and services.
Brand recognition is tied in closely with how many times the brand is seen. Therefore, it is very important that your brand is present across numerous online channels in order to increase recognition.
When you have higher rates of brand recognition, this increases your chances of being selected by potential customers. Brand strategists all typically aspire to make any brand they manage the most recognized in their industry.
2. Focus on the complete customer journey from awareness all the way to brand ambassadors.
The chances are high that potential customers will buy from brands that they easily recognize. So, when your brand is marketed online, this will help you to nurture your potential customers so that they can become more than just aware of the presence of your brand. You can help them to move to the consideration phase. In this phase, they pay more attention to the brand and the particular services or products being offered.
Then, after the consideration phase and the potential customer decides to purchase your product or service as opposed to those from a competitor, they will become your customer. The point is to guide each person through each one of the phases which include awareness, consideration, and decision making. Once they reach the end, they have a much higher chance of becoming a brand ambassador for your company.
Throughout the customer journey, marketing has to pay attention to various aspects of online marketing. This means they need to consider social media marketing, SEO, email marketing, content marketing, inbound marketing, etc. With that being said if you are in Hampshire then you may want to see ‘SEO services Hampshire’.
3. Trust & Credibility
When a brand is deemed as being trustworthy, it is easily recognized. In most cases, this brand is one that has been available for many years and it usually has a loyal customer base.
In the event that a brand achieves the above, then this drastically increases the business’s credibility. Naturally, this increases community and loyalty towards the brand. Online, this will show up as higher traffic to the site, more conversions and interest from the public and media. This will lead to the company gaining a competitive advantage over other businesses in their industry.