Hello, fellow Australian entrepreneur! As a seasoned marketer, I know the challenges of building a brand that stands out in today’s crowded market. With so many customer options, it can be a real struggle to get your brand noticed and make it memorable. But have no fear! I’m here to share my secret to success: brand leveraging strategies.
Brand leveraging is about using your brand’s assets and strengths to create a powerful and memorable brand identity. It’s about taking what’s unique and special about your brand and using it to your advantage. By leveraging your brand, you can create a strong, consistent, and recognizable image to help you stand out in a crowded market and attract more customers.
The first step in brand leveraging is to get to know your brand inside and out. What makes your brand special? What are its unique assets? What sets it apart from your competitors? You’ll need to dig deep and research to answer these questions. Start by looking at your brand from your customers’ perspective. What do they love about your brand? What are their pain points? What do they wish you offered? This information will help you determine what makes your brand unique and what you can leverage to strengthen it.
Once you understand your brand well, you’ll need to closely examine your competition. What are they doing well? What are they doing poorly? How can you differentiate yourself from them? You may have a unique selling proposition (USP) that you can leverage to stand out from the crowd.
The next step in brand leveraging is to get creative with your brand. It is where you can let your imagination run wild and develop new and innovative ways to use your brand’s assets to your advantage. For example, if your brand is known for its high-quality products, you could leverage that by creating videos showcasing your products in action. Or, if your brand is known for its customer service, you could leverage that by creating a series of customer testimonials highlighting your exceptional service.
Another way to get creative with your brand is to create brand extensions. A brand extension is when you use your brand’s assets to create new products or services. For example, if you have a popular food brand, you could create a line of cookbooks or kitchen accessories. Or, if you have a successful clothing brand, you could create a line of home goods or accessories.
People love stories, and telling your brand’s story is a great way to make it more relatable and memorable. Your brand’s story should be a narrative that explains who you are, what you stand for, and what you’re all about. To create your brand’s story, start by identifying your brand’s origin story. How did your brand get started? What inspired you to start it? What were your early struggles and triumphs?
Next, you’ll want to talk about your brand’s values and mission. What do you stand for? What do you believe in? What are your long-term goals? Your brand’s story should inspire and connect with your customers on an emotional level, so be sure to include anecdotes, humour, and personal experiences.
Visuals are a powerful way to make your brand more memorable and relatable. Using visuals like images, videos, and graphics, you can bring your brand’s story to life and help people visualize your brand. For example, if your brand is about eco-friendliness, you could use visuals of lush green forests, wildlife, and happy families living sustainably to communicate your message.
Incorporating visuals into your branding can also help you stand out. For example, you could use unique illustrations, bold colours, and interesting typography to make your brand’s packaging, website, and social media channels more eye-catching and memorable.
Influencer marketing is a powerful way to leverage your brand and reach a wider audience. By partnering with influencers who align with your brand values and mission, you can tap into their followers and get your brand in front of a new and engaged audience.
When choosing influencers to work with, look for those with a strong, engaged following that aligns with your brand values and mission. You can also consider working with micro-influencers, who have a smaller following but a high level of engagement. Micro-influencers are often more affordable than larger influencers and can be just as effective when promoting your brand.
Customer service is a critical aspect of brand leveraging. It includes everything from responding to customer inquiries in a timely and helpful manner to going the extra mile to resolve customer complaints. By offering exceptional customer service, you can create a positive and memorable experience for your customers that will keep them coming back for more.
You can also leverage your customer service by creating a loyalty program that rewards your customers for their loyalty. This can include special discounts, early access to new products, and other perks that show your customers that you appreciate their business.
Power words create an emotional response and help you connect with your audience. These words can include words like “exciting,” “innovative,” “proven,” and “reliable.” Using power words in your branding and marketing materials can create a strong and memorable brand identity that resonates with your customers and helps you stand out from your competition.
Consistency is key when it comes to brand leveraging. Your brand should have a consistent look, feel, and tone across all your marketing materials, including your website, social media channels, packaging, and advertising. It will help you create a strong and recognizable brand image that people will remember.
Brand leveraging is the process of using your brand’s existing assets and strengths to create a powerful and memorable brand identity. It’s about taking what makes your brand special and using it to your advantage to stand out in a crowded market and attract more customers.
Power words are words that create an emotional response and help you connect with your audience. These words can include words like “exciting,” “innovative,” “proven,” and “reliable.” Using power words in your branding and marketing materials can create a strong and memorable brand identity that resonates with your customers and helps you stand out from your competition.
In conclusion, brand leveraging is a powerful tool that can help you make your brand stand out in today’s crowded market. By knowing your brand inside and out, getting creative with your brand, telling your brand’s story, using visuals, leveraging influencer marketing, offering exceptional customer service, using power words, and creating a consistent brand image, you can create a strong, consistent, and memorable brand that will help you attract more customers and grow your business.
As the famous marketer, Seth Godin once said, “A brand is the set of expectations, memories, stories, and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” By leveraging your brand, you can create a powerful and memorable brand that your customers will love and remember for years to come.
So, what are you waiting for? Get started on your brand leveraging journey today and watch your brand soar!
Up until working with Casey, we had only had poor to mediocre experiences outsourcing work to agencies. Casey & the team at CJ&CO are the exception to the rule.
Communication was beyond great, his understanding of our vision was phenomenal, and instead of needing babysitting like the other agencies we worked with, he was not only completely dependable but also gave us sound suggestions on how to get better results, at the risk of us not needing him for the initial job we requested (absolute gem).
This has truly been the first time we worked with someone outside of our business that quickly grasped our vision, and that I could completely forget about and would still deliver above expectations.
I honestly can't wait to work in many more projects together!
Disclaimer
*The information this blog provides is for general informational purposes only and is not intended as financial or professional advice. The information may not reflect current developments and may be changed or updated without notice. Any opinions expressed on this blog are the author’s own and do not necessarily reflect the views of the author’s employer or any other organization. You should not act or rely on any information contained in this blog without first seeking the advice of a professional. No representation or warranty, express or implied, is made as to the accuracy or completeness of the information contained in this blog. The author and affiliated parties assume no liability for any errors or omissions.
