After the Internet giant Google’s infamous logo change last September, many small businesses and mid-sized companies took a long, hard look at their own branding. Just as Google’s old logo didn’t reflect its new-found identity, these small businesses realized that their logos, marketing materials, dusty social media profiles and the old fashioned press release just wasn’t cutting it; it just wasn’t “them” anymore.
Whether your business is in need of a total brand overhaul or just some minor tweaks here and there to ensure brand fluidity from channel to channel, here’s what you need to know when it comes to rebranding your business in 2016:
A brand that’s build on a shaky foundation won’t stand. It’s vital to know your brand statement. Who do you serve? What do you provide? What is your USP (Unique Selling Proposition)? Take some time to get to know your brand. Write out a three to four sentence brand statement.
Content is king, and your business needs to be producing loads of content to inform, educate and entertain your target audience. How will you present your content? With what voice and style? Your brand should have a unique style and approach to each piece of content it produces. Your audience should know what to expect when it reads your blog or interacts with your social media profiles.
Make sure your brand voice is consistent across all channels. It shouldn’t seem like there is a different person posting on each and every social media channel. Establish a style guide. Host a team meeting to discuss the new direction and how the audience should be addressed. Ensure branding is consistent across all channels.
Social media only works if you consistently post quality content. Everything you post to your business’s channels must be on-brand; it should speak the brand message and be written in the brand voice. A hashtag campaign is a great way to create a cohesive, branded message that is unified across channels.
Word of mouth is a powerful tool. Utilize the power of a positive review with a client testimonial. Show the world what your brand is made of by gathering reviews and testimonials from past clients and sharing them on your website and Facebook page.
The internet is oversaturated with products and services of all types, styles and price points that are competing with each other within the same virtual space. Your brand needs to work on a visual level in order to drive traffic to your page. Let the design nerds at Sugarfree Media Group take your brand’s design to the next level with custom-built websites and logos.
Google rules the World Wide Web, and that’s not going to change this year. Is your business verified on Google? Whether or not Google is an element of your social media marketing mix, it’s highly beneficial for a business to be verified on the Google My Business network.
Are you trying to get found locally? Verification has some pretty huge implications when it comes to hyperlocal optimization, engagement and metrics. Verifying your local page will help your business to appear in searches across Google’s properties, will allow you to read and respond to customer reviews, and edit your social profile. .
Celebrate the New Year with a fresh, updated voice. Put life back into your content and new blood into your brand!