11 Unique Branding Ideas to Consider
Branding is a marketing task that only ends for some businesses. Establishing a solid brand position — and maintaining it — is vital to continued profitability.
Many companies have found that getting creative with their branding initiatives leads to good results. Here are 11 unique branding ideas you may want to consider for your company.
1. Create a Fictional Spokesperson for Your Company
What is the first thing you think of when someone talks about the insurance company GEICO? For many people, the "GEICO gecko" prominently appears in their marketing campaigns. Regarding insurance companies, Progressive has "Flo," the happy insurance agent, and Allstate has the character "Mayhem."
These and other characters have come to define what their respective companies are like, what they value, and what they stand for. You can also choose an archetypal character — made up or borrowed from the world of fiction or history — to represent your brand to consumers. This can help people more easily relate to your brand as they make buying decisions.
2. Lean Into Personalization
It is no secret that customers are likelier to do business with brands that make them feel valued for their unique personalities. For example, one study found that a whopping 91% of consumers are more likely to buy from companies that provide offers and recommendations that are relevant to them personally.
Look for ways to create a personalized experience for each customer. Even something as simple as using their name in your communications can have a powerful impact.
3. Give Your Packaging an Occasional Overhaul
If your business involves selling physical products, you want to ensure that the way those products are packaged is neat, attractive, and visually appealing. Most importantly: you never want to make your products look boring.
Think of ways to enhance the appeal of your packaging. Even if the current design has worked well in the past, it may be time for a makeover. Consider A/B testing proposed designs to see which will most entice your core demographic.
4. Create a Memorable Brand/Website Logo
Your company logo is perhaps the first thing a potential customer notices about your brand, which should be especially prominent on your official website. The challenge is ensuring it is professional, visually compelling, and memorable.
Remember that your logo can be simple enough to catch a customer's eye. Some more instantly recognizable logos are simple: for example, Nike's "swoosh" symbol; Pepsi's tri-colored circle; and, of course, Apple's apple. The key is to create a logo that visually represents your brand's values to the greatest extent possible.
5. Focus On Creating an Exceptional First Impression
It has been noted that it only takes 10 seconds for a customer to form an impression of a brand. It has also been noted that a person's first impression of a business is usually their last. Your brand must leave a favorable first impression on your customers.
Some areas to consider in terms of creating a memorable first impression include the following:
Are your landing pages crisp and professional-looking, or do they detract from your marketing message?
Your online ads: Are their visual elements and tone aligned with your target customers?
Are your marketing campaigns hitting your audience's interests and pain points? Do they reflect your consumer's values and sensibilities?
6. Start Your Branding Campaign With Those Closest to You
People are much more likely to trust recommendations from friends and family than business advertisements. Therefore, you can enhance (or perhaps jump-start) your branding campaign by identifying the people within your personal and professional networks who will spread good word of mouth about your business. Then, simply ask them to do so.
7. Focus On Perfecting Your Social Media Strategy
Social media, when used effectively, can be a game-changer when it comes to branding. Not only can social media platforms contribute to increased brand awareness, but they can also provide a significant boost in terms of customer engagement and loyalty.
The only way to tap into these benefits is to stay purposefully active on social media. Engage your followers consistently (e.g., by promptly responding to questions or comments). Contribute to community forums. Join special-interest groups. Perfecting your social media strategy in these ways is a shortcut to successful branding.
8. Do Not Neglect Core Marketing Tactics
Sometimes going back to basics is the most straightforward remedy for branding issues. Email campaigns, banner ads, and other marketing tactics have stood the test of time and are still popular among companies that want to optimize their branding. For instance, one study found that email marketing has an ROI of up to $36 for every $1 spent.
9. Partner With Brand Influencers
Some people are social media savants and have turned social platforms into a pathway for achieving fame and fortune. These people are known as “influencers," and they can also provide your branding efforts with a major boost. One report found that 63% of consumers between ages 18 and 34 said they "trust what influencers say about brands much more than what brands say about themselves in their advertising."
Seek out influencers that align with your brand's core values and are popular among your target demographics. Reach out to them and consider partnering with your brand. You may be surprised at how much of a boost your branding efforts will get.
10. Develop Engaging Brand Videos
Today's average consumer loves to watch videos, especially if the videos come from a viewer's favorite brand. Lean into this modern tendency by creating informative and entertaining videos about your products or services. For example, lively product demos and step-by-step tutorials can give your customers the confidence they need to purchase the product.
11. Remember to Reward Loyal Clients
Finally, remember that while it is important to continually acquire new customers, an even more important goal in most cases is to keep existing customers. One way to accomplish this goal is to reward long-time customers for their loyalty.
There are scores of ways to make this happen. You could offer loyal customers special discounts on your products, branded "swag" like coffee mugs or T-shirts, or provide them with exclusive freebies.