Branding and advertising go hand in hand. SEO and branding are closely knit and one needs to follow the right steps to ensure that the SEO or the branding campaign bring the desired results.
When it comes to branding for small business, research is a critical factor. As an SEO or branding company, it is essential that you first understand in-depth what your client is involved in, what they represent in the industry, what is their target audience and why do they want to enter a specific market. Research is the preliminary step and lays the foundation for the later steps.
The next thing to keep in mind is to never stop with the brainstorming process for creating different values. Branding is the nurturing of values. If you want that the target audience starts associating with your client’s service or product, then creating the right values is critical. For instance, creating a value set of a someone who is kind, matronly, community-minded and warm. The lady is the ideal grandma who will bake cookies and cools the on the window sill and wait for her grandchildren to return from school and relish those cookies. These values have molded her character. It helps in associating what she idealizes or stands for.
This is the same logic behind creating values of the brand. With good values, your target audience will start associating them with the product or the service. With effective branding, there is a feel-good factor developed around the brand and it also helps in selling positive emotions. This makes the buyer nostalgic about the brand once they have used it. They are bound to return to the same brand every year.
When it comes to carving a result-oriented branding campaign, the copy as well as the headlines plays a critical role. Someone opines that headlines are more effective when they are long. According that person, headlines should be between ten and twenty words, if the promotional content is being written for the print medium. According to some studies, buyers have no qualms reading more copy if copywriters are writing more. Consumers have an insatiable desire to learn and understand more about the products that they want to buy. When they see a lot of copy in any promotional or advertising material, they are convinced that a lot of research has been conducted and the marketers have taken great efforts before launching the product.
For effective branding, creating a USP is critical. Differentiation is an integral part and this is reflected in the message. For instance, if there are ten brands of detergent soap in the market, it becomes critical how you are distinguishing your client’s brand from others. When it comes to branding, it is essential to maintain a fine balance between hyping up the product benefits and being honest about your claims.
