We live in a world where Mark Twain famously said; there’s no such thing as new ideas. Instead, as business owners, we take existing ideas and put them into new and curious combinations. So, if companies are all essentially similar but with different ‘packaging,’ how can you get your business to stand out from the rest? This is when you need to optimize your brand.
Today’s consumers have evolved past bricks and mortar storefronts and traditional advertising. To even get people through the door (or onto your site) there is a lot of planning and preparatory work that goes into a successful enterprise. So what can you do? Read below for an introduction to brand optimization and what it can do for your businesses’ bottom line.
Brand optimization improves your business in many ways. As a result, awareness of your business is increased, and potential clients can positively recognize your name in association with the goods/service you provide. Your communications in all their forms will be unified and consistent, so your clients get the sense of a seamless (and organized) place to buy or do business with. However, this is not necessarily a strategy of universal household recognition; rather brand optimization is targeted to your business’ needs and directed at key demographics and specific audiences at certain times. This makes the process more efficient and relevant to your enterprise.
A key feature of brand optimization is to work with the perspective of your audience, or potential audience. This will allow your optimized brand to provide a user experience (whether online or offline) that anticipates the needs and preferences of your clients even before they’ve realized them themselves! If you’re not an expert, get a team that can do this for you, they’ll have the tools and the experience to get this done right.
Another reason optimization develops your brand is that it pursues seamless, omnichannel experiences by, for example, investing in custom-built electronic signage for your physical premises. While sign design may seem relatively straightforward, tailoring its functions to capture new clients and immerse existing ones once they’re instore, is more complex. Today’s smart signs have communication capabilities and can be updated instantly, and remotely, to keep your business’ messaging on brand and relevant. This might include a social media feed or the use of weather and news panels, to keep people instore informed.
Digital signage has been proven to boost sales, but people don’t need to actually to stand there marveling at your wonderful, sparkly screen. The symbolism of digital capability presents your company as innovative, advanced and capable, which is something we all want our clients to think of us as.
Brand optimization is not a quick fix – although in many cases results can occur in short time frames. Instead, think of it as you investing in your company and building your brand’s equity. Done right, this delivers a handsome return on investment in the long term than if you’d cut costs and eliminated your marketing efforts.
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