Ronak Kothari is the founder of RONKOT, a full-service digital marketing agency.
Successful businesses are built on the quality of their offerings and the richness of their relationships with customers. Developing a brand is critical to fostering those relationships and connecting with your audience on deep symbolic and emotional levels to build trust. Your brand is what defines the essence of your business. It displays your values, competitive advantages and business “personality.”
Branding efforts can get expensive and confusing, making it hard to maximize ROI if you are just beginning to build your brand without a clear direction. If you are on a budget and seeking an effective yet low-risk approach, there are simple, inexpensive ways to build your brand.
Build Your Brand with Market Research
Understanding who makes up the market in which you operate is essential to successfully attracting customers. Use market research to create buyer personas — detailed descriptions and identities of specific customers that guide how you build your brand. Avoid being too broad with your targeted audience, as consumers can become uncertain about what your brand represents and have trouble building a connection.
Answering basic questions about potential customers can help you develop worthwhile personas that reflect opportunities in the market. Examples of questions to ask are:
- How old are they?
- Are they married? Do they have children?
- How do they spend their money and free time?
- How do they value education?
A number ofresources are available online to aid in finding pertinent information. Demographic data is available through institutions like Statista, the U.S. Census Bureau and the Pew Research Center. Facebook and Google offer free analytical tools that can help target relevant keywords for SEO and identify gaps in the market.
Engage Consumers with Content and Social Media
Responsiveness, accountability and care are the centerpiece of successful brands. Displaying a commitment to value and feedback generate the consumer confidence necessary in building enduring and profitable relationships.
Using your web presence to open dialogues with customers is a powerful and budget-friendly way to build your brand. Blogs and other informative content add value for users and make use of SEO to effectively reach the desired audience. Social media like Facebook and Twitter can inspire feedback that helps sharpen your product and service offerings and promote goodwill with customers as you listen to their desires, needs and concerns.
Our mission at Ronkot Design is to help businesses succeed and grow through practical online marketing strategies. Experience has proven that a well-developed and thoughtful branding effort is instrumental in accomplishing that goal. If you are ready to optimize your brand, contact our team of professionals to discuss how we can help you realize your goals. 469.305.6538 I Info@ronkot.com