Brand building is about establishing and maintaining personal relationships between the company and potential and existing customers in the long term and purposefully, and that social media can be an effective way to achieve this – not just “business to consumer” but also “business to business”.
Think about brand as a concept. And consider how content marketing can be used to build and strengthen your brand. This text summarizes some of the top tips for building a brand with content marketing.
Burned is a commercial term that literally means burn-in. And that was also what the creator David Ogilvy was thinking when he started using the term in the 1950s to denote a brand that is figuratively “burned” into people’s consciousness. He thought about the associations and feelings that a brand evokes.
Fire is thus a broader and more difficult concept than a trademark. A trademark is an essential part of fire because a trademark serves as a hook that fishes the emotions around a fire every time we see it. But fire thus refers to the whole experience of a product or company.
Fire creates value
When a brand creates a feeling among potential and existing customers of belonging to the company or product or service to which the brand refers, then they have succeeded in creating a brand. The purpose, of course, is to distinguish it in a positive way from competing alternatives and to instill a will to choose this alternative and be loyal.
There are many ways to get there. But according everyone is based on creating value in one or some of the following dimensions:
- Conscience – contributions, service, morals
- Social – connection, acceptance, attention, recognition, reputation
- Development – creativity, learning, achievement
- Participation – knowledge, control, participation, self-realization
- Engagement – surprise, laughter, inspiration
- Aesthetic – look and feel, “I like it. It was like that. “
- Physical – well-being, attractiveness, safety
- Time – save time, earn time
- Financial – prosperity, security
- Performance – comparable
So basically, brand building is about creating value for potential and existing customers with the help of these.
Branding – building brand
Branding – building a brand – is about purposefully giving potential and existing customers far beyond the value of the generic product or service.
But how are these values created and delivered? In everything associated with the brand. It can be anything from discovering the product category, curiously exploring the area and factually exploring alternatives to making the purchase, getting the product delivered and getting started using it. Everything from the benefit a product gives to the feeling of owning or consuming it. And everything from getting the promised benefit, discovering the added value to feeling right.
A company’s marketing communication around its own or its product or service’s brand is a very large part of what is associated with the brand. For seventeen, creating a position for a brand in the minds of customers is the main, if not the only, purpose of marketing communication.
Therefore, one of the most effective and best ways to build and strengthen a positive brand is to create value already in market communication. And that’s exactly the idea of content marketing.
Build a brand with a blog and social media
But using a blog to focus on self-produced content that the target group finds interesting, educational or entertaining is a very effective way to build a brand. And social media can be used to tip about interesting articles and blog posts that others have written (so-called content curation). However, it is a point to let the person behind the blog posts and the interaction in social media glimpse.
Help Scout’s blog is a good example of this. By regularly publishing interesting articles, they have in one year built up traffic from 0 to 100,000 visitors per month. And a good example of a curator who tips on very interesting reading on Twitter is Copybloggers CEO.
The advantage of just blogging and social media is that it is easy and cheap to get started. And it gets a big effect pretty quickly. That is why we – Kntnt – have started with these two things. Since the first blog in May, this blog has helped to build our brand. As a result, we have gone from 0 to 250 unique visitors on a regular day (and more than 500 unique visitors in the tops). However, my curatorship has not been as good. Probably because I use Google+ which is not so popular in Sweden yet.