Before looking at the HOW of brand leverage, it pays to give thought to the WHY. In other words, what are you anticipating to achieve by leveraging your brand? The most common reason is to reach more people with brand messages, which will hopefully increase leads. Other reasons to leverage a brand include humanitarian work, where brands associate themselves with causes in order to drum up support. Regardless of why, here are 8 ways in which a business can leverage its brand online to achieve its objectives:
8 Effective Ways To Use Your Brand Online
Don’t Be Shy
Your customers want to see more than just your logo when interacting with your brand. Don’t be scared to show your face or the faces of your employees, and leverage your social media channels to show your followers the brand’s human side.
Become A Conduit
Heard of affiliate marketing? Companies can leverage their brands online by collaborating with other industry players. This gives both brands more credit and will help to establish them as industry thought-leaders.
Forget Hard Selling
There’s only a small handful of people that enjoy being sold to. Most of us want to make purchase decisions ourselves, without being pestered into spending our money. Ditch the hard-sell approach in exchange for a more natural approach that doesn’t put the sale as the primary objective.
What do you know that no other brand in your industry does? A business can leverage their brand online by starting engaging conversations on topics not being discussed at that time. This will draw attention to the brand and its message – and could even start trending!
Gone are the days when consumers were solely interested in the product and the price. Today, customers want to know where the individual components were sourced, who created the product, how did it get to their corner shop, etc. When we educate clients, they are more invested in the transaction.
Share Your Story
Do you have a brand story to tell that you feel people will relate to? Consumers want to be led down the rabbit hole, on a buying journey that they will remember. Tell your brand story through your online marketing but be sure to make it interesting enough to grab as well as keep your target audience’s attention.
Mass marketing has become much more personalised, where before customers could spot a bulk mail a mile away. Brands that add personal touches to their online marketing will leave customers feeling like the marketing message was built just for them.
Be A Thought Leader
A brand is only worth anything if it is noticed by people other than you and your staff. Be a thought-leader in your industry by writing well-researched articles and sharing them with your networks. Getting media coverage is also a great way to establish authority in your field.
The brands that are remembered – that stick in the minds of those who come across them – are the ones that know how to leverage their brand assets.
Learn the ropes of brand management and kick-start your digital marketing career in style, with a Brand Management Course from DSM. Not sure what you’d like to specialise in? Connect with us and we’ll help you decide!
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