Brand management or branding it consists of planning and developing actions focused on building and positioning a company in the market. According to the Brazilian Service of Support to Micro and Small Companies (Sebrae), the recognition of the brand by the public allows to retain customers and add value to the business.
Mindful of this, companies have moved to make a presence in the minds of consumers. According to research commissioned by Frontify, Brand management platform, 87% dos Chief Marketing Officer (CMOs) respondents said they had invested in the brand building work in the past year.
The conducts for a brand to have a good positioning in the market and become a reference in a particular niche range from the creation of visual identity to the positioning of the site in search results.
The actions developed with this objective must be aligned with the values and brand identity, as Sebrae guides. Creating a unique essence makes it possible to distinguish the company from competitors and establish an emotional bond with potential customers.
Communication is a strategy for recognition
Serasa Experian, an expert in analysis and information, points out that defining a language and the characteristics of communication with consumers are essential strategies for the development of a distinct personality and easy to recognize.
It is necessary to consider what is desired to convey to the public and to link these ideas in the choice of shapes, colors, logos, symbols and packaging. The standardization in all platforms ensures consistency and favors the adherence of the brand elements in the mind of those seeking a particular service.
Determining a target audience is necessary to personalize offers and guide strategic decisions, such as the use of marketing techniques storytelling, to tell stories and generate engagement and emotional connection.
Customers who become loyal to the brand ensure repeat sales and act as ambassadors by referring it to family and friends or making posts on social networks.
SEO ensures greater visibility in search engines
Added to the actions of branding, the work of Search Engine Optimization (SEO) increases the visibility of a company, which ranks higher in search results and is more likely to attract customers, and strengthens online reputation.
Amongst SEO Strategies what can be adopted for the optimization of a website are the improvement of usability and user experience and the achievement of backlinks relevant websites, responsible for increasing authority and attracting organic traffic.
Sebrae warns that it is not enough to have a large number of links indicating to your site, it takes quality: the more authority the page that is mentioning the other, the greater the weight of this recommendation for Google.
The hiring of an agency specialized in link building it allows to develop techniques to meet the specific needs of companies. She is responsible for thinking about the target audience, creating value content, identifying linkage opportunities and monitoring the evolution of the project.
Social networks are the main channel for brand building
The research commissioned by Frontify it also revealed that social media marketing has been prioritized as a channel for brand building, followed by direct marketing.
The strategy consists of identifying the platforms most used by the target audience to develop targeted actions.
Social networks favor the dissemination of advertising content and interaction with consumers. According to a survey released by Hootsuite, 75% of customers buy products they view on platforms such as Instagram and TikTok.
Sebrae suggests using influencer marketing, partnering with influencers and investing in campaigns so that actions are connected to the values and purpose of the organization.
The influencer exercises an authority function in the digital environment for the accompanying public.His hiring as an ambassador or brand partner can be performed by an expert advisor in the development of Digital PR strategies.
One of the attributions of the PR in digital marketing it is to use online channels to build credibility and perform actions aimed at the relationship with the press and with strategic audiences. release it is one of the main tools for the dissemination of relevant information.
Digital consulting builds communication actions more aligned with the interests of the public. In this way, it is possible to establish the best strategies for the dissemination of a product or service and understand how to promote it through magazines, websites and podcasts.
Adapting to new technologies and trends is an advantage over competition that expands business opportunities. Sebrae shows that innovation is a prerequisite for the survival of small businesses, and no longer a matter of choice.
