“Whether you’re launching a new product, service, or company in the new year, consider ways that prospects will find, remember—and distinguish—your brand from all the lookalikes.”
By Julia Weikel, TrueName Domains
After two record-breaking years of new small business creation, 2022 is expected to continue the startup trend. According to a November 2021 survey by QuickBooks, 17 million U.S. employees want to start a business in 2022, and more than 5 million are projected to incorporate rather than remain as sole proprietors.
If you’re among the millions launching a new company this year (or a new product or service), you’ll likely focus a lot of time and money on promoting your company and building awareness among current and prospective clients.
What’s more, standing out from competitors in today’s digital era is challenging and requires branding and messaging that’s fresh, authentic, and to the point. It also requires persistence. For example, research from social media and branding firm Marketing Nutz found that it takes 6-7 brand impressions for someone to remember your brand at all, driving home the importance of optimizing your marketing campaign’s ability to reach your target audience.
With all the cutting-edge tech and branding choices companies have at their fingertips, it can be overwhelming knowing which one to choose—and where to begin. There are so many ways brand creators and founders can reach prospective buyers in the digital age, from web banner ads to experiential media to 30-second commercials during the Super Bowl. However, before focusing on sending your message and how much you can afford, it’s essential to define your brand and ensure it conveys your company’s unique and authentic identity.
So, let’s explore ways you can establish your brand and position it for success.
Beyond the Logo: Building Your Brand
When you think of the term “brand,” a company logo is often one of the first things that comes to mind, along with brand name, colors, and website. But branding is more than these things; it’s also:
Industry-leading brands pay attention to these details and recognize how vital they are in a digital-first world where most niches are saturated and highly competitive.
To build your brand identity, it’s essential first to understand what a brand is and what it takes to create one. Unfortunately, it’s not as easy as giving the business a name and plastering it on everything.
Building a brand starts with a brand strategy. A brand strategy is a comprehensive plan that focuses on the long-term development of your brand purpose, consistency, and emotional impact. It defines how you differentiate from the competition with a distinct identity. Brand strategies typically include specific goals, such as:
6 Branding Tips for Digital Marketing Success
Creating a memorable brand goes beyond selling products and services; it’s about developing a loyal customer base that not only buys your offerings but believes in them. To achieve this goal, it’s vital to keep things fresh, authentic, and succinct—before and after the dot (e.g., bebetter.team). Following these tips will help put your company on the right track to creating an unforgettable brand.
About | Julia Weikel
Julia Weikel is a branding and marketing domain industry insider with experience in Australia, China and the U.S. She shares brand-focused insights and intel about the democratization of internet real estate and opportunities available to entrepreneurs.