The first interaction with your brand, whether it's through paid advertising, your website or your vehicles, can significantly influence a potential customer's perception and interest in your company.
Think about how immediately you recognize national brands like McDonald's, Nike, Target and others that spend millions of dollars to make sure you recognize them and know what they stand for.
Businesses must understand not only who their target market is but also their customers' needs, desires and pain points in order to create on-point and in-demand services and messaging.
It's critically important to craft a strong tagline that articulates and communicates your brand promise and sets you apart from your competitors. Think about lines like "Have it Your Way," "You're in Good Hands," and "America's Most Convenient Bank."
The best taglines (I call them positioning lines because they literally position you in the marketplace) are 5 words or fewer and get straight to the heart of your core brand promise and differentiator. This is equally as important as your logo in terms of true brand power.
Using a descriptive line like Commercial Snow & Ice Management does little to set you apart, as any competitor in your market could say the same thing. Think about what you offer that makes you unique.
It may seem tedious or redundant to continuously say the same things, but this is needed now more than ever. People have shorter attention spans, and it takes multiple touch points for your target customer to even notice you.
If you don't have a Brand Book, consider creating one, so anyone involved with your marketing and communications strategy knows exactly how to utilize and talk about your brand. This guide should include fonts, color palette, positioning line, core values, key messaging and sample brand imagery.
Communicating with your customers and potential customers through multiple channels (e.g., social media, e-mail marketing, paid advertising, customer service) proves value and maintains interest and loyalty.
Crafting an integrated annual marketing strategy plan allows you to gain clarity around your annual revenue goals and design a clear path to get there. Use as many tactics and outlets as possible for the greatest return on investment. These might include some or all of the following:
Know your numbers
The numbers don't lie. Be sure you are reviewing regularly (monthly, at minimum) to ensure that what you are doing is working to pull in a return on your investment. For example, here are some of the numbers you'll want to keep a close handle on:
Successful marketing is both a science and an art. You need the right tactics and creativity to really move the needle. Please reach out anytime with questions!
Darci Knowles is founder & creative director for DARCI Creative. Contact her at darci@darcicreative.com or 603.436.6330.