As marketers, we face several hurdles when promoting our products and services. Perhaps two of the most challenging aspects of our roles are identifying the activities that will help us build brand equity and showing the value of our efforts to stakeholders those in the business who might think it's all a bit ‘smoke and mirrors.’
What function does content serve in contemporary branding and brand development?
Great content always comes from a place of storytelling and authenticity, both of which can only be achieved with a strong brand and brand equity.
Brands must project and communicate consistent values to mean something to people. When you focus on brand equity and building a credible and consistent brand presence, you have a solid structure to create and deliver a content marketing strategy that gives your customers and leads real value. You have to give people a reason to follow you by creating content that brings value. If they follow, then they listen to you—and then they trust you, That already gives you some sort of authority.
How do you prove the value of Brand Marketing
Its the true value that helps a business or a brand to flourish organically, If I can provide you something of value and a reason then you will earn that interest. It cannot be purchased with money. Rather of relying on ad clicks, organic traffic and how people interact with specific content are the best indicators of brand building and content marketing effectiveness. You may also examine the sorts of discussions individuals have about your brand and the emotions your advertisements evoke.
How do you promote a brand effectively during challenging times?
Businesses of all shapes and sizes struggle to promote their brand, products, and services in a tough economic climate. Unfortunately, this is a situation that is likely to continue well into the near future. So, should businesses take their feet off the pedal when it comes to brand awareness activities or is it the right time to double down on your efforts?Since we're all competing for the same dollars, it's time to switch from begging to giving. Brands that provide when times are rough are the ones that will survive.
But how can you tell when you are getting it right—and ensure you do it consistently?
the answer is authenticity.
It’s about finding that consistency and being the same person at all times. You have to go where your followers are and where your audience is. You must tell your story and promote your brand authentically in everything you do. Every conversation we put online, every social media post, every sales call needs to tell the same story to build the brand consistently. Successful brand building is also (perhaps primarily) about listening to your customers and your community of followers and building good relationships. If your organic and social following is strong and keeps growing, you are doing something right.
How do you teach your employees about the value of branding?
One of the most serious issues is that most individuals have no idea what branding is. They believe it is just something done by the marketing staff, similar to social media or writing a blog. When you take the effort to educate your team with a simple hour-long class on what a brand is, there is that a-ha moment when people grasp how everything goes together and how the roles and activities interact.You need to align the organisation with the brand but also educate them on the notion and show them their position inside the brand.
- Mishkaat January
Marketing & Communications Manager
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