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How to Build a Branding Strategy That Works: Getting People to Know Your Name


Now that you have a firm understanding of the basics of branding, it's time to create your own branding strategy. First, you'll need to come up with a name for your business. This can be tricky – you want to pick something that is unique, memorable, and relevant to your products or services. Once you've chosen a name, it's time to communicate what your company is all about in a cohesive, concise way. This includes everything from website copy and advertisements to signage, business cards, and email signature lines.

1. Create A Name For Your Business

Every great brand starts with an equally awesome name. Does the name of your company accurately represent what you want to communicate? Is it short and easy to remember, or is it long and complicated? How does the name make people feel when they hear it – happy, sad, or confused? Should your business name be plural, possessive, or neither of those things (e.g., Apple)? A great resource for coming up with unique names is the website, NameStation. When you've settled on a name for your business, check for trademarking it.


2. Explain What Your Business Does in One Sentence (and Stick to It)

It can be tricky to distill everything your company does into one sentence. Is it a clothing store? A landscaping service? A bakery? Here's a helpful exercise to get you started: Make a list of all the words that come to mind when you think about your business. These can be adjectives, verbs, or phrases. Once you have a long list of words, go through and pick out the ones that best describe what your business does. For example, if you own a clothing store, some words you might use could be "fashionable," "stylish," "trendy," and "unique." Now, try to put all of these words into one sentence. For example, "Our clothing store offers trendy and unique styles that are sure to fashion-savvy customers."

3. Make a List of All the Places You Want to Advertise

Now that you have a great name and an elevator pitch, it's time to start advertising your business. But where do you start? Make a list of all the places you want to advertise, and then prioritize them according to where you think you'll get the most bang for your buck.


Some places to consider include:

  • Your Website

  • Local newspapers and magazines

  • Radio and television stations

  • Billboards and bus stops

  • Social media platforms (Facebook, Twitter, Instagram, etc.)

4. Create Consistent Graphic Design across all Advertising Mediums


Once you've decided on the places to advertise, it's time to create some advertisements. But your adverts can't vary from place to place; they need to look like they belong together as part of a cohesive brand. This is where graphic design comes in. Your company logo and business card design should be consistent across all advertising mediums. To really make your advertisements pop, consider hiring a graphic designer to help you create professional-looking marketing materials – and always ask for samples of their work before you hire someone. For more information on creating effective graphic design, check out the following:

5. Write Powerful Taglines and Slogans (And Test Them)


A tagline or slogan is a short, catchy phrase that encapsulates what your company is all about. It's one of the first things people will see when they encounter your brand, so it needs to be memorable and make an impression. Come up with a few different taglines and slogans and test them out on friends and family members. Ask them which one they like best and why, and then pick the tagline that gets the best feedback. For more information on writing a great tagline or slogan, check out:

6. Design a Compelling Logo (And Use It Everywhere)


Once you've settled on your company name and tagline/slogan, it's time to create a logo. This is one of the most important aspects of branding, as it will be seen everywhere your company is mentioned. It should be simple, memorable, and convey the essence of your business. If you're not a graphic designer, consider hiring someone to help you create a logo that really stands out. And make sure to use your logo everywhere – on your website, business cards, advertisements, and anywhere else you can think of. For more information on designing an effective logo, check out:

7. Set Up a Professional-Looking Website (And Make Sure It's Mobile-Friendly)


In order to really make an impression on potential customers, you need a professional-looking website. This is your online "home base" and should include information about your company, products/services, contact information, and more. If you're not a web developer, consider hiring someone to help you create a website that looks great and is easy to navigate. And don't forget to make sure it's mobile-friendly – over half of all web traffic now comes from mobile devices. For more information on creating a great website, check out:

8. Create an Engaging Social Media Presence


In order to reach as many potential customers as possible, you need to have an engaging social media presence. This means regularly updating your Facebook, Twitter, Instagram, and other social media profiles with interesting content that will capture people's attention. You can also use social media to directly engage with potential and current customers, answering their questions and addressing their concerns. For more information on using social media for marketing purposes, check out:

9. Invest in Paid Advertising


If you really want to ramp up your marketing efforts, you should consider investing in paid advertising. This involves paying a third-party company to place ads for your business on their website or platform. This can be a great way to reach a large number of potential customers quickly and easily. However, it's important to do your research and choose a reputable company with a proven track record. For more information on paid advertising and marketing, check out:

10. Offer an Incentive (And Make It Easy to Claim)


If you really want to make your customers happy and get them coming back for more, consider offering a special incentive. This could be anything from a discount on their next purchase for leaving a review, to a product giveaway if they "like" your page or follow you on social media. Make sure the incentive is worth their while and that it's easy for them to claim – otherwise, people won't bother claiming it and will never see your offer in the first place. For more information on creating incentives, check out:

11. Respond Promptly to Any Feedback or Questions


One of the most frustrating things for customers is trying to reach out to a business and not receiving a response. By responding quickly and professionally, you can maintain an ongoing dialogue with your customers and keep them coming back for more. To find people's feedback about your business online, you can use tools like Google Alerts or Social Mention. For more information on responding to feedback, check out:

12. Keep Up with the Latest Trends


In order to stay ahead of the competition, it's important to keep up with the latest trends in marketing and branding. This means constantly monitoring what's happening in the world of marketing and making changes to your strategy as necessary. You can stay up to date by reading industry blogs, attending conferences and trade shows, and subscribing to newsletters. For more information on the latest trends in marketing, check out:

13. Measure Your Success


Finally, it's important to measure your success and track the results of your efforts. This way, you can determine what's working and refine your strategy as necessary. You don't need to spend a lot of money on expensive tools – there are plenty of free (or cheap) tools available that give you all the data you need.


For more information about measuring marketing success write to us at arjunsingh@searchruby.com


We're a trusted marketing services provider to many of the world's most influential businesses and institutions. We have helped leading brands strategize and implement their creative vision. Our team is driven by passionate thinkers and doers who work closely with each brand to create strategies that produce unparalleled results. We are passionate about the stories we create and thrive on the data necessary to succeed in the digital age.

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