Your brand strategy encompasses the big picture. Your brand is not your product, your logo, or your website. It’s more than that. It’s the intangible quality – the purpose and mission of your company, combined with your business philosophy. Certainly your logo and your website should reflect your brand, but brand strategy encompasses more than that.
While making money is the purpose of every company in a capitalist society, most businesses also have an intention to provide the best service they can, to go the extra mile and to feel good about the work they have done at the end of the day. Perhaps your mission includes donating a portion of your proceeds to charity, or working with non-profits and donating your time?
Coastal Web Services designs websites with your branding strategies in mind. The look, the feel and the content on your website will directly relate to who you are as a business and what your mission is. Some branding strategies to keep in mind:
Branding strategies need to be consistent. This includes the look and feel of your website, its content, your social media posts, your blog, your printed marketing materials, how your customer service reps treat people, etc. Everything needs to put forward a cohesive brand image.
If you just posted a funny picture on your business Facebook page, think about it. What does it say about you or your brand? Does it fit in with your mission? Or does it just confuse people about what you stand for?
To keep your branding strategies cohesive, you may want to consider putting together a style guide, which includes information about your mission statement, tone of voice, font styles, color scheme, how you’ll promote products and services, etc. That way you can be consistent across the various platforms, from your website to your fleet of vehicles.
But while you need to be consistent, you also need to be flexible, because your market and your customers are changing. Be flexible enough to be able to change your product or your approach to meet new challenges and outpace your competition. Don’t be the business owner who says “But that’s the way we’ve always done it.”
If you have customers who keep coming back to you time and again, or who have written positive reviews, made referrals, etc. reward them. Send them a personalized thank you note, or some logo-printed swag. Or both.
Keep an Eye on the Competition
Do some of their tactics succeed? Do others fail miserably? Don’t be afraid to learn something from your competition.
Call Coastal Web Services today at 410-420-9390 or use our contact form to talk about our web design and SEO services and to get a free analysis and quote. We work with small businesses in Maryland, Pennsylvania, Delaware, Virginia, the Carolinas and Alabama.