The Four Elements of Brand Marketing

In our modern age, where social media, 24 hour television, and library amounts of information are at our fingertips at any moment, both individuals and businesses are finding it necessary to present their best self to potential consumers around the clock. Before the advent of a Google search, consumers would rely on the input of close friends and family to offer purchasing advice and business recommendations. But these days consumers can get on their phones, pull up a review of your business, and make the decision to give your business as pass or a try based on the opinions of an anonymous Google reviewer. Does your small business know the elements needed to get those coveted 5 star reviews on Google? If you want to build your Internet rankings, collect as many of those stars as you can, and drive consumer purchasing to your website, then you need ZooSEO brand marketing services.

EVERYONE has a brand.

Everyone has a brand, but some small businesses are still struggling to know what a brand actually is, how to get one, and how to cultivate it into something that brings them business. Every consumer out there is familiar with a few highly successful brands: Nike, Starbucks, and Disney are easily identifiable by their logo (as simple as a check mark), their product (as common as coffee), and even their font (Walt’s signature), but is branding just about logo association and product quality?

A clever logo and high-quality graphic design are absolutely essential to brand marketing success, but they are not the foundation that long-lasting brand success is built on. For that you need to focus on 4 identifiable and quantifiable elements.

1. Consumer awareness

Marketing specialists have stated that it takes at least 7 customer contacts with a business or product before they will actually make the decision to purchase what is being sold. Is your business getting your brand in front of your potential market in a way that builds a positive customer relationship? Do your hopeful buyers know that you have what they are looking for? Brand marketing can help you make sure that YOUR business is the one consumers are hearing about, seeing on their computer screens, and ultimately deciding to purchase from.

2. Interest

One of the most challenging aspects of the modern age, where there are literally millions of purchasing options available to the average consumer, is convincing potential customers that it is YOUR product they are really looking for. Does your brand create a hunger, thirst, or desire to purchase? Are your services filling a need? Do your customers know that they need it? Steve Jobs once famously stated “A lot of times, people don’t know what they want until you show it to them.”

It’s important to know the difference between telling your customers what they want and inspiring them to purchase what you are selling. Buyers don’t want to feel pushed, they want to feel that you are fulfilling their needs. That’s the genius of good brand marketing: it generates a need that it then fulfills. Is your business taking advantage of the power of a good brand?

3. Sales

Sales is the powerhouse behind every business out there. Making the sale is the key to keeping the doors of your dream open and the essential element your business needs to get that final “yes” from a consumer.

The decision to purchase is made from a collection of inputs: customer need, trust in the seller’s product, fear, promotion, and price are just a few. Customers respond to brand marketing from any one of those purchase points and make their final decision to buy upon how well you respond to their need. They want your product but often resent being “sold” on an item. Navigating the desire to purchase and the discouragement with parting with hard-earned cash makes the sellers job one of the most crucial tasks in the business. How a customer feels after they’ve given you that “yes, I’ll buy” makes all the difference in the world for your 5 star status on Google, and your positive review rate. Do your customers feel manipulated or inspired? Do they leave your website or your business feeling that they’ve been well cared for? A brand mentor can help you ensure that your marketing team is sending your clients home feeling that they received the best service for their money.

4. Loyalty

Loyalty is the final element that guarantees a long and healthy relationship with your clients. The beauty of a loyal customer is that most of your marketing is already done. They have already purchased from you, they have experienced your good salesmanship and service, they know what to expect from you. Loyalty is knowing they will come back to you for more products in the future because of how their previous purchase made them feel. Are you inspiring your clients to come again? Is your marketing team cultivating follow-up purchasing? Does your brand inspire trust and a desire to recommend your business to others?

 

Experts in brand marketing, like our team here at ZooSEO, can help your business reach the success you desire by giving you the tools you need to optimize your customer’s purchasing experience and guarantee a long and healthy relationship in the future.

 

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