May 31, 2013 4:05:00 PM

3 Building Blocks for a Better Brand

Posted by Lauren Totin

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Building Blocks | 3 Building Blocks for a Better Brand

Facing the fast-paced online marketing world within a leading Inc. 500 Agency, marketing today begins with branding, what to do and what not to do, and how to stand out from the crowd while achieving your goal. 


Structure

Structure is the cornerstone to any good marketing program in building your brand.  Without it, your brand is whatever people say about you, including your employees, and that can be a very dangerous thing. 


Learn about how to structure the following:

  • Communication guidelines – how do you interact with your coworkers and clients – both internal and external – is incredibly important as you define the voice of  your brand

  • Social media policies – what are you employees saying and posting on the web?  It may sound like a lot but your employees are your day-to-day representatives of your brand.  Think about the different privacy settings as a means to control what your customers or clients see about your employees.  No one wants to find out that their Account Director was on a 5-day bender in Vegas when the company they represent sells religious gifts (yes it happens, and it absolutely matters to your customer).

  • Hiring and firing processes – never a fun topic, but arguably one of the most important ones.  I can’t stress enough the importance of documenting information on how you bring on board a new employee to ensure there are no miscommunications on expectations and work hours or pay rate, to parting ways with someone who just isn’t working out.  Being clear in your expectations from the start can make bringing someone on board easier, and letting someone go far less painful.


This is just the tip of the iceberg.  Be sure to define your structure to define your company and your brand.  Every company and brand is unique, and yours is no different.  By defining that structure, you can ensure your brand stands out from the competition in all the right ways.


Engagement

Next is Engagement.  Marketing is no longer a land of “if you build it, they will come,” but rather a world of “likes,” “followers,” “fans,” and “friends.”  Be the person that tells everyone why you’re the best, why they need your product, and that it’s on sale and you will get nowhere in today’s marketing world.  Instead, engage your consumer and talk to them, not at them and you’ll have loyal fans and brand advocates – and this includes your internal employees – that will take you farther than you could have ever imagined!


Imagination and Innovation

Third is Imagination and Innovation.  Walking with the “in” crowd never got anyone to stand out.  Use your imagination to set yourself apart from the rest.  Innovate to differentiate who you are.  Whether it’s a new idea or a new way to market your old idea, standing out is what makes a difference.  Different colors, shapes, and sizes all get attention in today’s world over the mundane – but remember to avoid that shock value, you want true imagination and innovation!


Summary

When it comes to branding in today’s online world, we no longer have the control we did years (and decades) ago.  The internet is a living, breathing thing with a liquid environment and mandates brands move with the flow, while defining who they are.  It’s not about telling people what you are all about, but showing them, talking with them, and engaging your audience and your employees to ensure that the brand image carries on through the people that talk about you online.  The lack of control can be a scary thing, but empowering your friends and fans to talk about you because they want to, to share their great experiences they had with their brand, is a beautiful experience that can lead to far more rewards than you ever expected. 

 

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Topics: Internet Marketing, Marketing Agency

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