Page 5 - Brand Awareness ~ Defining Your Brand Voice
P. 5
notes Jenn Chen at Sprout Social. Chen
recommends scheduling annual reviews
and reconsidering brand voice during major
brand overhauls. Chen also says events that
reshape the company’s overall marketing
strategy can also be an ideal time to evaluate
brand voice.
Failing to have a consistent brand voice can
result in what Julie Guest, CEO and chief
marketing strategist at digital marketing firm
Bolder&Louder, calls “Frankenstein marketing.”
“There is no consistent brand voice,
no consistent brand message across each
marketing platform,” Guest explained to CMS
Wire. “Instead, the campaigns and messages
are bolted together, which at best creates
mistrust. At worst, it can result in customers
jumping ship to the competition.”
HOW TO BOOST YOUR BRAND AWARENESS ONLINE
s your digital brand awareness affecting throughout all your digital touchpoints
Iyour sales? If your branding seems from ad campaigns to social media posts.
to be misaligned or misunderstood, try these
Otherwise, you run the risk of sending
tips from Rashan Dixon to give it a refresh.
mixed messages that weaken or confuse
From cereals to fast food to software, your brand positioning.
companies that focus on their branding just
What are some practical and powerful ways
do better. After all, they’re top of mind for
to enhance your organization’s digital brand?
target audiences. And that makes converting
consumers to customers — and improving LAUNCH BRANDED
revenue streams by up to 23% compared 1 NURTURING CAMPAIGNS
to non-branded counterparts — much easier.
Let’s say a prospect is intrigued by the first
Yet you can’t let the market define your glimpse of your brand. You can expect that the
brand. Instead, you have to take charge prospect may take up to six weeks to convert
of the way you present your corporate brand to a customer. During the interim, follow
to the public, especially online. This requires branding expert Erik Huberman’s advice
a holistic effort to weave consistent branding and develop a branded nurturing campaign.
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