One of the most engaging brands most of us have ever experienced is Starbucks. You can not only actually smell their brand, but also experience it when you walk into their shops and speak to a barista to order your coffee – it’s visceral and makes you feel rich, that’s why Starbucks customers pay more for a cup of coffee than most.
[pullquote3 quotes=”true” align=”right” variation=”orange” textColor=”#666666″] You can not only actually smell their brand, but also experience it [/pullquote3]
Ok, so your company isn’t Starbucks spending millions on building brand so how do you learn to build or create a brand? There are so many parts to building brands, I’ll keep it simple for now.
The difference between marketing and building brand is branding is a much larger and more strategic positioning of your company, service or product and marketing is the actions you take to distribute the message to your audience.
Or you can think of it this way. People are loyal to (and keep buying from) brands, but make a buying decision because they were touched by some type of marketing activity – an online ad, an email, etc.
Assuming you have consistency in marketing activities across the following areas, you are on your way to helping give your company some brand personality.
- Simplify your web site to convert visitors – engage visitors emotionally about a felt need
- Update social media sites like Twitter, Facebook and LinkedIn – design to look and feel like your web site
- Send emails that educate, not overtly sell – let others appreciate your value, give them something
- Send gifts or thank you cards – let people know you appreciate them
- Host and promote events to educate and engage your audience – connected events engage the audience; you could host your own event or sponsor someone else’s.
A strong brand image that helps support your marketing activities are the roots of the tree and your marketing activities are the fruit that prospects pluck from the tree. As you think of your brand image start to imagine how the following all look and feel to people who are seeing your company from the outside.
- Company and or product logo
- Look, feel and experience on your web site and or inside your office or at your location
- When customers meet and discuss business with your people
- Events you host or sponsor
- Videos they watch
- Emails they read
- Social media sites customers might interact with
These are just a few areas that great brands build a cohesive look around.
At Varvid we do everything from live webcasting to video marketing with animation, web site design and product design. One of our favorite clients we love that has a great brand is Wizards of the Coast. If you didn’t already know, Varvid webcasts their annual international Magic the Gathering tournament live over the Internet.
This brand is an experience. Not only do people play the game on XBox, there is a card game along with a very powerful social media presence that requires engagement. And each year, Magic the Gathering hosts an invite-only playing of the game to crown the champion. Varvid has the honor of broadcasting it on the Internet to thousands of followers. It is so cool!
If you have not started thinking about your brand, Varvid encourages you to start – people stay loyal to great brands.