In the fast-moving and ever-so-competitive world we are currently living in, it’s the companies with strong, regularly evolving brands that will bring in the most business and continue to grow. It’s common knowledge that the pandemic, among a variety of other factors, have forever changed consumer behavior as well as employee needs and standards. As a result, many new norms have been created. Organizations that want to continue to thrive must adapt to shifts within the market and their industry, and must consider both their target audience and their employees when implementing new and improved processes. This begins with how a company brands themselves.
Branding is the ongoing process of creating a special identity that is associated with your company, products, and/or services. When most people think of branding, they envision logos, colors, and a catchy tagline. While those things are definitely aspects of branding, they account for a small fraction of branding as a whole. In order to create a strong and memorable brand, an organization must think of their brand as the identity and reputation of their business.
Building a powerful brand is how you will generate awareness, positive associations, and loyalty to your company and offerings. They way you get your audience to perceive your company and the value that it brings is by formulating an effective brand strategy. Here are some of the top ways to build your brand in 2022:
1. Emphasize Your Mission, Values, and Culture
Despite current popular belief, there isn’t actually a worker shortage; there is a shortage of companies that meet employee needs. Job seekers are in search of companies that align with their values and are willing to accommodate needs that may not have been there prior to the pandemic. You may very well be keeping up with workplace trends and have the best business model in your industry. However, if you want to attract employees that are a culture fit, you must advertise what you are all about across multiple platforms. People today look for purpose and want to feel valued at their place of employment. Additionally, people are more inclined to partner with and buy from companies that are making a difference. Don’t be afraid to showcase current projects or feature your core values on your website and social media.
Ways to Emphasize Your Mission, Values, and Culture:
- Have a page dedicated to your mission on your website
- Create posts about each one of your values and how your company embodies them for social media
- Make an effort to recognize your employees publicly
- Showcase your company charity projects on your website and social media
2. Know What Differentiates You
Every organization has something that separates them from their competitors, but it’s not always evident to their target audience. When constructing brand campaigns, it’s crucial to highlight how individuals would benefit from choosing you. Whether it’s your pricing, your fast turnaround time, or your stellar customer service; you must underline your unique selling point to compel your audience to buy from you.
Things that Can Differentiate Your Company:
- What you look for in employees
- Events your organization hosts
- Having specialty departments
- Having access to certain data
3. Establish Your Brand’s Personality
In order to have consistent messaging, you have to position your brand with a personality. Creative, professional, and luxury are all examples of brand personalities. Once you determine the personality of your brand, you will be able to create consistency in what your audience can expect from you. Everything from the wording you use in your print collateral to the way you facilitate conversations with potential buyers should match your brand’s personality. This gives consumers a way to identify you and decide whether or not your company will meet their needs should they partner with you.
Things that Establish Your Brand’s Personality:
- The tone in your email campaigns
- The graphics you use on your social media pages
- The tactics you use to promote your services
- The “extras” you offer to your clients
4. Experiment with Your Messaging
Companies that have the most success are the ones that test multiple different tactics to see what their audience responds best to. As the market changes, so will the mentalities and needs of your ideal client/customer. It’s important that you adjust your branding to address their pain points. This is most effective when it is backed by market research. Take the time to gather data and experiment with different platforms and advertisements to see what they engage the most with. You may be surprised at what they are drawn to.
How to Experiment with Messaging:
- Try a combination of free and paid marketing strategies
- Keep track of when and where you get the most responses from your ideal clients
- Poll your audience regarding what they want to see
- Test out marketing tactics and platforms that are new and trendy
If your company is in need of employees, we at Award are here to help. Contact us with your staffing needs.