‘Every interaction in ANY form is branding.’
That’s how Seth Godin, a renowned author, entrepreneur and marketing consultant who has been at the forefront of the marketing and general business industry for decades, beautifully explains the confusing term ‘branding’.
His insightful and thought-provoking work has influenced countless businesses and individuals worldwide to build better brands. We love these five tips from the branding specialist and Marketing Hall of Fame member:
1. Define Your Niche and Own It
An oldy but a goody, Godin emphasises the importance of finding your unique selling proposition (USP) and owning it. Instead of trying to be everything to everyone, focus on a specific niche and become the expert in that area. This will become a type of lead magnet in and of itself, drawing customers to you.
2. Tell a Compelling Story
‘Marketing is no longer about the stuff you make, but the stories you tell,’ says Godin. A strong brand narrative will connect emotionally with your audience. Godin suggests crafting a story that resonates with your target market and explains why your product or service exists – beyond simply the practical reasons.
3. Be Consistent in Your Messaging
Consistency is absolutely vital in branding. Ensure that your messaging and look and feel across all channels, from your website to social media, are aligned and reinforce your brand identity. This will help you build trust with your audience and create a cohesive brand experience that reassures them instead of confusing them.
4. Focus on Quality Over Quantity
This is a particularly interesting point given the age of quantity we find ourselves in. Instead of trying to reach as many people as possible, Godin recommends focusing on building a strong relationship with a smaller, more engaged audience. A hub. A family. A community.
It also means focusing on a few excellent campaigns or channels as opposed to spreading yourself too thin across all the marketing channels in existence at the moment.
5. Embrace Failure and Learn from It
Branding is an iterative process and it’s important to be willing to experiment and learn from your mistakes. Godin encourages businesses to embrace failure as an opportunity for growth and to refine their branding strategy continuously as they go along.
At Brand for Brands, we offer a wide range of branding services that will help your business build a stronger community, boost sales and increase profits. If you’re looking for a branding specialist in Australia, take a look at how we can help you.
