5 Key Ingredients to Building Your Brand Authencially & Consistently

5 Key Ingredients to Building Your Brand Authencially & Consistently

5 Key Ingredients to Building Your Brand Authencially & Consistently

Building a brand is not just for large companies and brands. Many of the elements of a large brand can successfully be built in your brand. Many companies or brand go about building their brand in a haphazard way. With the exception to their logo, they do not use consistent colors, fonts or visuals in most of their Marketing materials. Their print sds have a different look and feel than their website, their social media presence changes regularly and their business card has a different font than the rest. This leads to an inconsistent brand that is actually more expensive than simply sticking to a consistent brand palette. These owners are constantly reinventing their brand for each creative piece that they make, creating confusing, and it takes a lot of time.

Building a consistent brand can be more cost effective for small companies than a haphazard Marketing approach, and have a great impact as you customers start to recognize and remember your brand.

There are five key elements to building a successful brand, and implementing them have a major impact. Audit your brand and see if you are getting these key elements right.

 

Is Your Brand Amazing?

5 Key Elements of Successful Brands

A brand consists of three elements, internal core brand values, external visual elements and external messaging. Before you define your external elements of visual and messaging, you need to define your core brand values.

Build your brand from the heart. Relevant brands today have heart and soul. They stand for something, values that the owners, founders, employees and customers understand and share. It connects them in a joint promise of what the brand delivers and what they need to offer to be great. To build a great brand, you need to start by defining your core values. Core brand values define what your visual elements and messaging should say.  Without taking the time to define it, you will find it much harder to communicate with your visuals and message. When you build your brand with your core values in mind, your brand becomes authentic to who are really are and what your business represents. 

These promises create expectations and can build trust, especially once delivered. Try to choose brand values that distinguish you from the competition and that your customers are genuinely looking for in the market. A brand value however is a promise. It has to be something that you can truly deliver.

With your core values decided, is clear, your brand personality, deciding brand colors, visuals and messaging becomes easier, takes less time and is more effective. Then pick you brand name, colors and fonts based on these defining values. 

Create visual impact. Pick your brand colors, fonts and images based on your values. For example, if your core values are traditional, trustworthy, reliable, you’re not going to choose brand colors like fuchsia and bright orange.  If your brand values are innovation, dynamic and creative, you would not want to choose navy blue or grey as your brand colors. Using color psychology, can you translate your brand values into colors that visually convey what you stand for. The same can be done for fonts. If you have a creative brand, you need more offbeat fonts, versus the more traditional fonts that you would use for a traditional brand. The style, color and type of photography that you use also conveys emotion, and should match with what your brand stands for. Now your visuals are starting to communicate more of who you are, rather than just randomly picking some colors and fonts. 

Consistency is key. I cannot say this enough. Repetition creates recognition. Your goals is to be remembered. Customers are exposed to thousands of brand names, images and ads a day. Your goal is to be found and remembered among the chaos. Sometimes my clients say to using the same fonts, colors and similar images all the time gets boring. You need to be creative in how you use your visuals, but they need to stay consistent. How else will you audience remember them?

Your audience is getting to know who you are based on your website, your blogs, your videos and your interactions on social media. Each of these elements must work together to deliver a consistent experience and convey authenticity and authority in your field or market. If your audience doesn’t trust your digital assets, they won’t contact you, follow-up with you or move your relationship with them to the next level. Building relationships through marketing is very similar to the steps you need to take in building human relationships.

Being consistent in your advertising and messaging is also critical to creating a genuine connection with your audience that builds trust. People interact with your brand an average of 7 times before making a purchase. If your brand looks and talks differently with each interaction, the customer becomes confused about who you are and what you offer. Once you clearly decide who you are, you can clearly communicate that consistently. This delivers results. This genuine connection builds trust and your audience slowly starts to listen to your message through the noise of the thousands of other messages that they are exposed to every day.

Know Your Audience. Nothing is more frustrating than spending lots of time and money building relationships with an audience that will never really convert to your customers. You need to find the right audience, and communicating your brand values through your visuals and your messaging can help to filter your audience and build connections to the right people.After you’ve brainstormed what you think your brand needs to be, you need to brainstorm who your ideal customers are. Who are trying to reach and create connections with? Does your brand and your core values connect to things that you audience thinks are important. If there is no match here, your audience won’t connect to your brand.  

Understand their journey. Defining and mapping the steps each customer takes when moving from complete strangers to customers to brand enthousiasts, is essential to understanding your customers frame of mind with each interaction with your brand. You can only create brand messages when you understand at which stage of this journey you’re connecting with your customer. 

About The Author:

Cherryl Lambooy is the Founder of Inspire | Focus, a Marketing Consultancy that helps businesses to build inspired brands and focused campaigns. She has spoken on Social Media for the Travel Industry at SMART 2019 in St. Maarten, and SMILE 2019. 

How do businesses win?

How do businesses win?

The most expensive thing that businesses will do is acquire a customer. Therefore you need to structure your business so that you are earning enough profits so that you are able to spend more than your competition to acquire new customers. Investing in Marketing is...

How do businesses win?

How do businesses win?

How do businesses win?

The most expensive thing that businesses will do is acquire a customer. Therefore you need to structure your business so that you are earning enough profits so that you are able to spend more than your competition to acquire new customers. Investing in Marketing is not an afterthought, but a clear profit-driven decision that needs to be built into your margins. 

“The businesses that spend the most to acquire a customer will win”

Ryan Deiss

If the most expensive thing you do in your business is acquiring a new customer, then every additional thing that you can sell to that customer, can only maximize your profit. The cost of acquisition has already been spent. 

 

What are ways that you can sell more to existing customers? Think about up-selling, cross-selling or bundling your products.

Upselling

As an example, create a value first offer for your restaurant or introduce a trendy dish, price it competitively and market it aggressively to potential customers. But once you are able to translate these prospects into paying customers, find ways to up-sell them on existing products. Would you like a bottle of wine with your dinner or take-away? 

Cross-selling

After you come up with your great offer, you can also cross sell related products, such as a special candle to make your evening romantic if you’re pushing your take-out menu, or an appetizer that perfectly complements the trendy new dish you have on offer for dine-in.

Bundles

After you create your great initial offer, create bundles that will appeal specifically to your audience. For example, research which wine is often ordered with your special and recommend pairing with your new and trendy dish. Offer a bundle special of “Buy our [special] with a bottle of wine for a great price. Or add two wine glasses for an extra fee or for free. If you already order wine glasses for your business, it would not be expensive to give away two glasses on a $30 0r $40 bottle of wine or champagne. You may not sell this special to everyone, but it may be worth it for those that do buy. For extra marketing points, have your logo added to the glasses.

Want some great ideas on how to upsell, cross-sell or create bundles? Try our 73-point Check list with great ideas on how to get more customers, and get your existing customers to spend more. Here’s an article with some great ideas on how to upsell by making it part of your customer service

About The Author:

Cherryl Lambooy is the Founder of Inspire | Focus, a Marketing Consultancy that helps businesses to build inspired brands and focused campaigns. She has spoken on Social Media for the Travel Industry at SMART 2019 in St. Maarten, and SMILE 2019. 

5 Social Media Tips for Hotels, Restaurants & Activities

5 Social Media Tips for Hotels, Restaurants & Activities

Social Media is an instrumental part of developing tourism. According to the WTTC, in 2018 travel and tourism grew 3.9 percent, above global GDP growth of 3.2 percent and contributing a record $8.8 trillion and 319 million jobs to the world economy. Over the next decade, tourism will create over 100 million travel related jobs. 

Social and mobile are profoundly influencing the decisions of the modern luxury traveler. According to Social Report, over 160 million Instagram posts contain the #travel hashtag, and nearly a million people have searched for travel related topics on the social platforms.

Social Media influences travellers at the beginning of the travel journey, when they are looking for inspiration and have not yet decided where they are going.  Social Media can help to create that alluring image of a destination or an experience that inspire travelers to do further research on booking. 75% of first travel searches do not include a destination. Social Media reaches travelers before starting their search on Google.  

So what are some of things that hotels, restaurants, actives and other tourism related businesses can do to up their social media and convert travellers to their destination and their business?

Create Social Media Moments

Yes, buy that extra large pool toy, add some fabulous chairs, unique glasses or excellent presentation of your food! Let your guests take pictures of it and post them to their social media. Maybe they’ll #hashtag you, maybe they won’t, but it will great either way.

Social media is where the digital meets the physical, where physical elements in your property turn into photos that celebrate your unique experience and what your guests or customers love about you.

So help your guests to create moments memorable enough that they will want to record and share it with their friends and family. Create opportunities in your business that they will want to share.

Communicate Those Extra Touches

Extra touches can lead to great reviews.

Whether it’s the great presentation of a drink or plate, a unique design touch to your hotel room or restaurant, extra touches get to better reviews.

And that’s good for you. But be proactive and communicate those extra touches in your social media to your audience that hasn’t as yet converted to a client. 

Or even better, post a review that mentions your extra touches, giving it that extra credibility. 92% of consumers trust recommendations from people they know, and 70% trust online consumer opinions.

Share User Generated Content on Your Feed

A great way to add credibility to your social posts is to share content posted by your audience to your social feed. The fact that this content was not generated by you, gives it that extra credibility that really sways your audience.

Consumers are 2.4x more likely to view user generated content to content generated by brands, and 80% of people say that UCG has a high impact on their purchasing decision. 

And your audience is excited to share, just ask! 60% of consumers they say share UCG to get more likes or to be featured by a major brand. 

Build A Community

Brands that build community have staying power – Ryan Deiss, Digital Marketer.

Don’t just build a page about a restaurant, build a community of food lovers. Don’t just talk about your hotel, build a community of beach lover, adventure lovers or whatever your audience loves most. Brands that build community build a relationship with their audience that is difficult for competitors to copy. Give it a try, and join my Facebook page to give your comments on whether this works for you. This is also the secret to lower organic reach and higher advertising cost.

By truly building a community, you grow a sticky audience that shares your content organically.

Be Responsive – Answer Questions

 

One of the best ways to build rapport with your audience, is to answer questions. Even if you find yourself answering the same question again and again to different people, you are building a relationship with them and helping them with they need information.

Some of this can be automated, by building Chatbots into your Social Media Strategy, but chatbots will only bring your so far. Chatbots are most effective when they assist in answering simple questions and referring more complex question to a human operator. 

In addition to answering questions, encourage conversations on your feed by responding to comments with a positive and friendly tone. This keeps the conversation going and encourages your audience to respond in turn.  

 

When planning your social media content, you want to think about what makes your business unique and what makes your customers love you – Danielle Stoffels, Strategic Partner at Google.

However, when planning your business  and investment, you should consider what will help you on social media to communicate this. 

About The Author:

Cherryl Lambooy is the Founder of Inspire | Focus, a Marketing Consultancy that helps businesses to build inspired brands and focused campaigns. She has spoken on Social Media for the Travel Industry at SMART 2019 in St. Maarten, and SMILE 2019. 

 

Creating Relevant Content for Social Media

Creating Relevant Content for Social Media

It’s much easier to build your monthly, quarterly and yearly goals on a strong foundation of knowing what your brand stands for, who your customers are and what their customer journey is. According to Accenture, only by sharpening your who, what, where and when can a brand hope to cut through the noise of thousands of apps, competitors and choices that the consumer has.

Precision will be the answer to over saturation, according to Accenture.

How can you help your brand to communicate more precisely? It’s not just about creating great content, but you need content that speaks specifically to your audience in phase of the journey that they are in.

The key word is relevance. Relevant content creates natural and genuine connections, and invites the audience to respond.  

  • If you know the right audience to connect with
  • where that customer is in his customer journey

you can create content that speaks to them and invites them to want to learn more or take the next step.

About The Author:

Cherryl Lambooy is the Founder of Inspire | Focus, a Marketing Consultancy that helps businesses to build inspired brands and focused campaigns. She has spoken on Social Media for the Travel Industry at SMART 2019 in St. Maarten, and SMILE 2019. 

How To Define Your Core Brand Values

How To Prepare for My Brand Workshop

When I start working with clients, one of the first things that I do is a Brand Workshop, where I help to define some key aspects of their brand. A brand consists of three elements, internal core brand values, external visual elements and external messaging. Before you define your external elements of visual and messaging, you need to define your core brand values. Core brand values define what your visual elements and messaging should say.  Without taking the time to define it, you will find it much harder to communicate with your visuals and message. When you brand is clear, who who are, your brand personality, deciding brand colors, visuals and messaging becomes easier, takes less time and is more effective.

Your Brand Values

Brand Values are sort of your brand personality traits that help you to decide what  your brand really means and stands for. Your core brand values are promises. Promises that you communicate to your (potential) customers about who you are and what you stand for. These promises create expectations and can build trust, especially once delivered. Try to choose brand values that distinguish you from the competition and that your customers are genuinely looking for in the market. A brand value however is a promise. It has to be something that you can truly deliver.

Your core brand values are promises.

Brand Values are still incredibly important, even in the digital world, and especially if you want to build a relationship with your audience on social media. Your audience is getting to know who you are based on your website, your blogs, your videos and your interactions on social media. Each of these elements must work together to deliver a consistent experience and convey authenticity and authority in your field or market. If your audience doesn’t trust your digital assets, they won’t contact you, follow-up with you or move your relationship with them to the next level. Building relationships through marketing is very similar to the steps you need to take in building human relationships.

It’s not hard to make decisions when you know what your values are. – Roy Disney

Being consistent in your advertising and messaging is also critical to creating a genuine connection with your audience that builds trust. People interact with your brand an average of 7 times before making a purchase. If your brand looks and talks differently with each interaction, the customer becomes confused about who you are and what you offer. Once you clearly decide who you are, you can clearly communicate that consistently. This delivers results. This genuine connection builds trust and your audience slowly starts to listen to your message through the noise of the thousands of other messages that they are exposed to every day.

Brands are built with consistency.

A consistent presence and brand will also help you to connect to the right audience. Nothing is more frustrating than spending lots of time and money building relationships with an audience that will never really convert to your customers. You need to find the right audience, and communicating your brand values through your visuals and your messaging can help to filter your audience and build connections to the right people.

Once you have chosen your brand values, you can start to build a visual brand identity or even your company name around that. Names, colors and visuals that seemed so empty before now actively communicate your brand after this exercise.

To start defining your brand values, review the list below and select words that best describe your brand to your audience. You can find words outside of this list, these are just some suggestions to get you started. Select the words you feel best fit your brand and try find values that are unique in the your market and that you know your customers are looking for. Write down as many as you feel are important or relevant, we will narrow this list in the workshop.

Affordable Elegant Professional
Chic Energy Quality
Choice Engagement Reliable
Community Focus Simple
Competitive Pricing Fun Sincerity
Complex Happiness Sophisticated
Connection Harmony Straightforward
Conservative Honest Sustainable
Creativity Innovative Togetherness
Customer Oriented Joy Traditional
Deliver Modern Trendy
Dependable Partnership Trustworthy
Edgy Passion Warmth

In the brand workshop, we will discuss these values and start the process of narrowing these values down to the essential values that can be considered your core values. You core values will help to you to differentiate your brand from your competition and provide a value to that you audience or customers are looking for in the market.

Here are some other articles if you want to read more about Core Brand Values: