Do you ever wonder why you like a particular brand? You can answer this question in many different ways; you might like the quality of their products or services; you might like their low prices, frequent sales or simply because you connect with them and their ideas and vision.
Over the years, brands and companies have invested money into researching what appeals to their customers, and marketing strategies and branding techniques have evolved to engage with the public on a personal level.
Here are some excellent branding techniques which can help you boost visibility and ensure your customers keep returning!
Streamline your content creation and be consistent
Content is the new social marketing mantra for boosting your brand visibility. Successful companies regularly update their social media with interactive and engaging content like blogs, memes, GIFs, posters and videos. Meaningful content can help your brand connect with the audience and increases visibility by ensuring you’re featured in people’s social media timelines.
A recent report by IronPaper.com revealed that 80% of all social media users enjoy learning about different brands through content. Apart from the quantity, you should also ensure that the content is compelling and adds real value.
Create hashtag campaigns
A result of modern social media, hashtags are great for brand marketers as they increase the visibility of ideas and concepts by merely putting together posts that have the same hashtag. Another awesome feature is that they can be used across all social platforms.
Hashtags can have a real impact on the audience, and women and men across the world used ‘#MeToo’ to share their stories of sexual harassment which led to some hard-hitting changes and brand decisions across various industries.
Hashtags can increase your brand awareness and help you build you an impressive customer base if you manage to make them compelling – hashtags should be short, engaging and straight to the point.
Connect with influencers
Influencer marketing can be an effective way to reach your audience as you’re reaching out to others through their role models. Collaborating with influencers can help you humanise your brand and products as they can create a better impact as influencers already have a dedicated audience who connects with them. Hiring them for your branding can give you unhindered access to their audiences and allows you to generate more relevant business leads.
Many companies host influencer meet-ups and generate buzz around their events online to garner interest from the public - a good example of this is Carpe Diem Kombucha. This company initially belonged to Red Bull until it sold its licence to Rauch, a German juice producer in 2014, and at this point, the brand was relatively unknown amongst Germans.
In 2018, Carpe Diem started hosting their ‘Breakfast Club’ events and invited health bloggers and influencers to hip locations and conducted workshops. Dozens of influencers posted pictures and videos with Carpe Diem’s drinks which drastically improved the standing of the brand in the market.
Create engaging videos
Videos are most likely the future of content marketing and branding as they are appealing, engaging and can create a lasting impression for your brand. But for your videos to increase your visibility, they have to actively influence your intended audience. According to a Cisco report, nearly 50% of global internet users watch product-related videos before making a purchase. Video content on your brand’s social media channels can also increase your email click-through rates and the conversion rate on your landing pages.
L’Oréal used this technique well by teaming up with the popular television series, ‘Germany’s Next Topmodel’, to create make-up tutorials of memorable looks on the show using the brand’s products. These videos went viral and resulted in huge sales for L’Oréal in Germany as thousands of women liked and shared the videos.
Building brand visibility in the modern market is a never-ending process. You have to keep experimenting to find the marketing strategies that work for your brand. You also need to stay up-to-date with the latest digital marketing plans and trends to stay relevant.
The Berlin School of Business and Innovation (BSBI) offers a BSc (Hons) Digital Marketing and Social Media programme that can help you become an expert in the ever-changing digital marketing industry. While studying, you’ll come across innovative marketing strategies and branding methods that can be used in a wide range of fields. Although the course has a global perspective, you can also learn which methods specifically work in the German and European markets. Click here to get an overview of this course.
This article was written by Sweha Hazari.
BSc (Hons) Digital Marketing and Social Media MSc Digital Marketing