Building a brand that captures the focus of your audience is a complex task. What’s more complex is building a brand you can be proud of.
Consumers are bombarded with over 4,000 advertisements each day. Most of these translate into white noise, with only the most recognizable brands filtering through. These brands are recognized because they are trustworthy.
So why do people trust some brands, but don’t believe a word from others?
It’s all about the good old reputation.
If you want to build a brand that people remember, you have to get people talking. The only way to do that is to start marketing, marketing and, did I mention, marketing yourself for how you want to be seen.
This is done through everything you do: from your product to how you treat your employees. And the easiest way to showcase this branding? You guessed it! It’s through your blog, so here’s how you can do that.
Your niche is more than just your product or service. Your niche is your brand’s visible identity. Who are you and why do you do what you do? This is what your niche should be able to answer in a simple elevator pitch.
For example, Neil Patel - the internet marketing guru - prides himself on being just that. His blog’s homepage is all marketing all the time. His images, his posts, everything he puts out there relays his message, his mission, and his vision - to help bloggers like you.
So what do you want to be known for?
Are you a sports center that helps people get in shape? Then your blog homepage might have:
While each of those posts has different topics, they each target the same audience and say the same thing, “I am a brand who knows how important exercise is and I want to help you adopt these healthy habits.”
It’s simple, and it builds confidence.
The next step you want to take is to demonstrate your company culture through your blog. This will differ depending on your niche. Here’s how you can do this:
If you are a lifestyle type of business - dealing with photography, fashion, and makeup art - you can regularly post on your in-progress works. For example, you can do posts that highlight behind the scenes and how your employees influence your business and the industry.
Buzzfeed is a business famous for doing this through its multiple vlogging channels. They highlight their employees’ opinions on everything - from media to makeup, to housing arrangements, to deep topics like relationships and core values.
These sorts of lifestyle posts are so important for engaging your consumer on a human level. By letting your employees speak, your consumer feels like they will be heard because you heard the person who - in their minds - is just like them.
If you are working with charitable organizations, you can post humanitarian stories on your blog. It doesn’t really matter whether you are a nonprofit or merely support charities - such stories are an excellent way for you to show your audience your ethos. You can discuss environmental and social justice issues to engage your audience in supporting worthy causes.
In the same breath, you can talk about how you use ethical material sources and engage in other such. This way, you show your audience your heart in a practical way, and you give them an opportunity to learn more about both you and the charities you partner with.
Your blog is a perfect place to discuss the principles of healthy company culture, using scenarios from your own company. Do not be afraid to write on topics like what makes a good hire, what to look for in an employee, how your employees collaborate and showing real behind the scene images and videos of your usual daily operations.
Not only does this show that you are an expert in your field, but it also demonstrates to your audience that you greatly care about HOW you do business. This is a huge component for building brand trust.
Lastly, you need to demonstrate an air of consistency to your consumers. You need to show them that you will deliver your products and services on time in an ethical fashion. The easiest way to do this? Post consistently.
Don’t just post your blog posts on a regular basis though. Keep an active social media presence.
Respond to questions.
Respond to requests.
Respond to complaints.
Engage your audience through polls and live streams. Keep them consistently in communication with you. When your audience knows that they can reach you, they know they can trust you will help them make the right decision.
One of the easiest ways to post consistently is to put your social media and blog posts in an organizer such as Hootsuite. Staying up-to-date with the latest trends is crucial for ensuring you keep your consumer base engaged.
Your consumer can only see a small portion of your life as a business. Keep that in mind when you are building your brand. You need to realize that you can only influence your image by ensuring you paint it yourself.
Jen McKenzie is an independent business consultant from New York. She writes extensively on business, education and human resource topics. When Jennifer is not at her desk working, you can usually find her hiking or taking a road trip with her two dogs. You can reach Jennifer @jenmcknzie
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