The New Playbook: Brand Building Plus Brand Strategy 

Chris Sams, January 31, 2017

It’s in your power to help your brand reach and excite more people online. In fact, content marketing and social media outreach are two great ways to steer the conversation with customers.

Your brand is also positively impacted when customers share their experiences and insights or recommend your company to others.

Learning how to use social media and digital marketing to your advantage is a big part of implementing the new branding playbook.

Interactive platforms like social media have fundamentally changed the branding playbook. Big Data and customer relationship management (CRM) software have also helped businesses understand their customers’ needs.

With these new tools, businesses can take matters into their own hands and assume a more active role in creating brand awareness and brand equity.

So, what’s all this about? Increasing your brand awareness means increasing the number of people familiar with your company’s goods and services while brand equity is the commercial perception that’s tied into customer perceptions of your brand.

In other words, better social media outreach programs and more info on your customers can help you reach larger audiences and frame your brand in a better light.

  • Brand Building in the Public Eye

To get a relatively strong level of brand equity in your field first takes a heavy dose of brand building. Brand building follows a few stages; first, you have to define your brand, you need to differentiate your brand from the competition.

From there, you have to expose your brand through 21st-century means like search engine optimization, social media marketing, and email marketing campaigns.

The exciting part is that you can encourage your customers to co-create your brand with you and personalize your goods and services to better match your customers evolving needs.

  • Brand Strategy for More Equity

Strategic, consistent branding inevitably leads to more brand equity for your company.

Staying current with today’s mobile customer means hopping onto social media and engaging customers at each phase of the buyer’s journey by delivering relevant, engaging content. The more relevant and exciting your content, the larger your audience will become.

Video marketing and email marketing campaigns curating fresh content also have their roles to play in increasing customer engagement.

The more brand exposure and trust this overall brand strategy engenders, the more your brand equity rises. It’s a virtuous cycle that benefits your company.

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