Did you know that over 80% of customers have said trust is a major factor when making a purchase? If you don’t build a brand that creates a feeling of trust, you’re going to struggle to secure any business.
This is just one element that you need to consider when building a successful brand for your business.
The trouble is that a lot of businesses don’t know where to begin with plotting a branding campaign. After all, it can be quite overwhelming!
There’s no need to worry, though, as we’re here to help. Read on to discover some of the different strategies you can use to drive positive results when launching a branding campaign.
A brand campaign is designed to put your message and story in front of an audience. The aim is to boost brand awareness and increase brand equity in the mind of the consumer.
There are a number of different approaches you can use to ensure your branding campaign is a success, including the following:
There’s only one place to begin, and this is by using data to power your branding campaign. Businesses have access to a whole host of unique data nowadays, but not all of them are using it in an effective manner.
Before we delve deeper into this, we must first stress that there are stringent rules and regulations in place regarding data collection. So your first port of call should be to familiarize yourself with GDPR requirements and any other regulations your business must adhere to. The last thing you want to do is find yourself in a world of trouble because you’re gathering data in a manner you shouldn’t be.
Once you’re familiar with the legislation you need to abide by, we can start looking to how to go about developing a data-driven brand campaign. Here are the steps to follow:
Set a well-defined goal - No matter what type of marketing or branding campaign you’re devising, you always need to start with your objective. By having a clear goal, this will drive everything you do and ensure you’re always focused on the end result. Your goal should be relevant, achievable, measurable, specific, and time-bound.
Understand your target audience - No business can afford to target everyone with their branding efforts. You’ll need to narrow down your audience to a group of people that are most likely to take the required action.
Line up the right data - Now, we get into the data. We’re sure you’ve got data you’ve already gathered, such as completed customer surveys, actions visitors have taken on your site, customer service communications, and sales histories. Now, how do you supplement this? You’ve got your first-party data, so do you need second-party or third-party data?
Organize your data - You then need to organize your data. This is critical to consumer journey optimization. You can then pinpoint which parts of the consumer journey need to be enhanced, and accessing the required data and making sense of it will become seamless.
From here, you can choose your marketing channels and serve appropriate content - Once you have all of your data in place, you can then start building your branding campaign, focusing on marketing techniques that will most suit your consumer base.