If you are a serious business owner branding will be one of your top priority’s to ensure your business is safe and successful
A strong brand can:
· Inspire customer loyalty, which leads to repeat sales, word of mouth recommendation and a more predictable profit rate.
· Can charge higher prices as people are willing to pay more for a service/product they know they can trust
· Provides a platform for growth
· Allows a business to produce higher sales for new products through brand extension.
· Brand fingerprinting ( All aspects of communication with clients) ensures that the client experiences maximum exposure to the brand.
So what do you need to know?
For starts, PROMOTIONAL MIX
A promotional mix is a variety of factors including advertising, sales promotion, personal selling, direct marketing and sponsorship and Public Relations that work to ensure effective communicate the benefits of a product or service to customers
The advertising component to the promotional mix exists to provide a business’s audience with information to create awareness of their product or service in order to persuade them to buy or reinforce the businesses brand and existence with the client.
Public relations serve the purpose of developing a businesses brand and reputation so that it appears more trusted etc.
Sales promotion is a specific, typically short-term, promotion that is a step above what a custom
When and where to use different promotional mix components?
The promotional mix tool you decide to use can vary greatly depending on what your intentions are. For example if you are a photographer who is looking to bring in more clients quickly, a ‘advertising’ campaign may be your best option, as it can bring in a strong bout of business. However if your intention is to bring in more predictable steady sales from loyal customer then exploiting the benefits of ‘public relations’ may be more appropriate, as you can assess how to build a stronger relationship with your clients through a strong brand.
How to build your brand?
Step 1: Conduct research
Research everything there is to know about your market
Step 2: Choose your market segment
Where do you want to be?
Step 3: Decide what you want your brand to be (Brand Definition)
What are your values?
Quality? Loyalty? Staying Unique? Being high tech?
For example a photographer may decide she wants to offer a higher level of service than any of her competitors to all clients and bring food to photo shoots for clients or have a consultation before.
Step 4: Find ways to create a strong sense of brand that is quickly identifiable
The Tiffany Jewellery blue bags and boxes make you automatically know where the jewellery is from. The sleek apple designs are Apple before you even see the logo. Find a way to make your products ‘you’.
Step 5: Launch your brand
Launch your brand! Make it public, put it all over social media, run events to let everyone see your unique, strong brand.
Step 6: Manage and protect your brand
Create quality guidelines that ensure that all of your services and products follow your brand description. Constantly monitor that this is upheld. Make sure you copyright your brand and protect all your work so it cannot be copied!!
Step 7: Keep your brand up to date
Make sure you always reassess where your brand is in the market and that it is fitting the time period. Adjust accordingly.
Using a brand in the promotional mix
The most obvious way you can use a brand for the promotional mix is social media. For brands, having social media such as Instagram, Facebook and Twitter can massively influence how clients see your business and can bring in more clients.
To focus on one social media forum specifically in promoting your brand: Instagram
Instagram is a relatively new social media forum that consists of users uploading beautiful pictures.
Promotional mix tips for a brand on Instagram
1. Be consistent and stay true to your brand.
Make sure each and every Instagram post follows with your brand.
-If you are a photographer whose decided her brand consists of controversial work, make sure all of your pictures are controversial.
2. Keep everyone up to date. Share your experiences
Use your account for public relations- build a connection with your followers/clients by letting them see into your day to day experiences and work- make them feel as if they are your friends- or as if they want to be!!
3. Brand awareness campaigns
Exploit the #HASHTAG by starting campaigns where people @you and #you to win prizes or for other incentives.
Instagram has also recently made an advert option for businesses, which allows companies to get their images onto peoples feeds that don’t even follow them! This could be an option to people who are trying to reach new potential customers
Find out more below: