Contrary to what the marketplace thinks, a brand should be projected as a human to the consumers. It should embody authenticity and represent a business’s true nature and lodge itself into consumers’ lifestyles and buying habits. But to establish a solid bond between you and your customers, you need to first communicate your brand’s values to the audience.
Communicating your brand’s authenticity is critical for earning the trust of your target market, and of course, generating higher revenue in the long run. How can you do that? Here are six effective marketing strategies for communicating brand value.
Take advantage of testimonials
Sharing genuine customer reviews about your products on your social media channels isn’t only beneficial for communicating your values. But it is also a great way to gain the trust of new business partners and customers. Highlight reviews that focus on your brand values, whether it talks about your team’s efficiency, the quality of your products, or your excellent customer service. Using such user-generated content will help instill the idea to your customers that your brand is trustworthy.
Use goodwill messaging
It’s a fact that most consumers are likely to support brands that do more than just selling. Goodwill messaging is a perfect opportunity to establish a good reputation for your brand while communicating your values. For instance, you can publicly share content about your positive company culture or work environment, which is ideal for attracting future employees.
You can also promote donation drives for social good. You can find a non-profit organization you can support and share it with your target market. This is also an effective way of inviting and encouraging others to participate and support the organization.
The quality and accuracy of your messages will be useful if you aren’t consistent. This is a common problem for brands of any size. A widely used strategy for this is hiring a marketing agency to do the work. Experienced agencies have professional teams who can write quality content, design appealing and functional websites, and even manage your social media pages. But most importantly, they can help you ensure that you are regularly posting something for your brand and engaging with your customers. The more consistent your brand is, the more your target market will know and trust you.
One good strategy to communicating brand value and increasing your revenue is providing a superior customer experience. Being a customer-centric brand means you will be focusing on the customer’s interest, especially when it comes to developing a new product or service. This will also, in turn, provide you with great awareness of your customers’ needs and use it to make smarter business decisions and create long-term relationships.
Apart from promoting customer satisfaction and loyalty, customer-centricity is also an excellent way to encourage a good company culture, which means it can also impact employee engagement.
Use visual branding
Using visual content is another effective way of communicating your brand to the audience. In most cases, especially in the highly competitive digital market, words may not be enough to sell your brand to the people. You’d also need to use visuals, such as images and videos, to get the attention of the consumers.
In fact, several studies found that users tend to engage more in content or blogs that have at least one image. Visual branding can be applied to almost everything, such as content strategy, brand awareness, and social media campaigns. Other essential elements of visual branding include typography, color palette, and graphic elements. The only thing that requires greater focus is to ensure that your visual language accurately identifies your brand.
Make sharing effortless
All those carefully curated marketing content would not be able to generate high engagement and conversion if your audience can’t easily share them. Whether it’s your product pages, social media posts, how-to articles, or sponsored content, everything should be shareable. This promotes word-of-mouth marketing, which is helpful for building familiarity and trust among the audience. A person who sees a recommendation from one of their friends or relatives is more likely to get curious about a product or service — and even buy it.
While these marketing strategies are generally effective for communicating brand value, keep in mind that the process may still depend on your specific business type, model, and the brand itself. Lastly, if you’re finding it hard to successfully implement any of these strategies, you can always consider hiring a marketing company to help you out. Find the best one, and you’re good to go.