Brand-Building Strategy for Your Small Business – How to Get a Powerful Edge Over Your Competitors

Building a powerful brand by using a consistent marketing strategy is absolutely essential to having a successful and profitable small business.

A powerful brand identity can influence your customers to buy your product or service over your competitors — even if they have to pay more for it! A powerful brand can influence your customers to think that no one else, but you or your company, can deliver the quality or the benefits that they want.

By building a unique brand identity, you can have the most powerful business edge that your competitors can NEVER take away from you!

The Problem: Your customers are constantly bombarded with marketing messages from your competitors. It’s hard to stand out and get your own message heard. You try to have an edge by having a great product or service. But, your competitors just keep creating a similar version of your product or service… or even a better and cheaper version.

The Solution: How do you get a business edge that your competitors can never take away? By building a powerful brand! Having your own brand identity will maximize the effectiveness of your marketing. Branding helps your business by simplifying your customers’ decision– when they need your product or service… they need only to think of you.

Building a Powerful Brand Identity for Your Small Business Doesn’t Have to Cost a Lot of Money

Do you think that you would have to have a lot of money in order to build a powerful brand identity for your small business? This is a common misconception. When we think of branding, we often think of IBM, BMW, Coke, McDonald’s and the gazillion dollars they spend to build their brands. But, there are creative ways of building a powerful brand without spending a lot of money.

Before you start developing your brand marketing strategy, you must understand what a “brand” is and how it can affect the profitability and success of your business.

What Is a Brand?

A brand can be a name, a phrase, an image, a symbol or a combination of things that tend to identify the products or services of one company as unique or different from its competitors. A brand can represent something intangible about your company, your product or service. It can be a combination of feelings and perceptions about your name, image, quality, reputation and personality.

At its most powerful level, branding creates in the mind of your customers the perception that there is no other company, product or service like yours!

A powerful brand can influence your customers to buy your product or service over your competitors — even if they have to pay more for it! A powerful brand can influence your customers to think that no one else, but you or your company, can deliver the quality or the benefits that they want.

Why Is Branding Important?

* Your personal reputation or branding can attract and repel opportunities. It has a powerful effect on people’s opinions and actions.

* The most powerful marketing you can have is a positive reputation or branding. Your customers will either be attracted to what you have to offer or they will avoid it.

* A good reputation or branding can bring repeat sales without advertising… while a bad one can cause a business to fail.

* People will pay more for a brand that they trust.

* Having a strong brand or reputation can influence people. It can influence people to buy. It can influence people to choose you over your competitors.

* When opportunities are attracted to you and you don’t know why, it’s often your personal reputation or branding at work.

* A good reputation or brand builds a customer’s confidence and trust BEFORE a sale is made.

* Do your very best to protect your reputation and your brand. Even if it took you many years to build it, it will take just a few seconds to destroy it.

* The most successful businesses are not necessarily those with the best employees, products or services. They are the ones with the best brand due to consistent application of the best marketing strategies and the best brand management.

How Do You Develop Your Own Brand Identity?

Make a decision about your brand building goals before you start developing your brand identity. You want to be clear as to what it is that you want to accomplish with your brand… what “image” you want for your brand. Once you have a unique brand identity, you will have to communicate your brand in all your marketing strategies consistently and repeatedly.

“To establish a favorable and well-defined brand personality with the consumer, the advertiser must be consistent. You can’t use a comic approach today and a scientist in a white jacket tomorrow without diffusing and damaging your brand personality.” — Morris Hite

* Make a list of things that are unique about you, your company and your products or services. Based on the information on your list, create your unique brand identity. Your brand identity should help you come up with good answers to the following questions:

1. Why would anyone use your web site instead of your competitor’s site?

2. Why would anyone buy from you instead of your competitors?

* Select the best marketing strategies that can create increased awareness of your unique brand identity in your target customers. Communicate your brand in all your daily, weekly, monthly, quarterly and yearly marketing strategies… consistently and repeatedly.

* Communicate what is unique about your brand as often as you can. As your customers’ awareness of your brand goes up, your sales should also go up.

When you create a powerful brand identity, you will build mind share. It is not only the best competitive advantage that you can have… it is the most powerful business edge that your competitors can NEVER take away from you!

Strategic Marketing Using Digital Channels The Right Way

If you are looking to implement marketing from a strategic perspective in your company or business endeavour by making use of digital channels then it may well serve you to seek out some advice first. That’s some of what we set out to do here as we look to highlight some of the ins and outs of executing marketing in the digital age. There is more to digital marketing that ordinarily meets the eye as found in our consulting, devising and executing search engine and social media marketing campaigns.

When a company is looking to [via its marketing personnel or use of third party agencies] market its products and services use the available digital marketing channels such as…

  • Video Marketing
  • Email Marketing
  • Search Engine Marketing
  • Podcasting
  • Blogging
  • Social Media Marketing
  • Micro Blogging

… all of the activities will need to be carried out via specific digital marketing channels with a view to getting engagement from chosen target market sector clients.

As an example of the statement made above; the decision could be made to use the social media marketing and to connect with clients using an associated advertising platform through which to serve up ads. Going through the process of crafting and executing specific ads necessitates that one understands who the target audience is that the business is concerned with so that time is not wasted running ads that will be ultimately shown up to people that are not interested in the related products or services that the company has to offer. Going through the targeting process will determine where one’s audience ‘hangs out’ so that when the message is seen it is relatively easier to consume [or be interacted with].

When running ads within the social media marketing channel alongside that of publishing engaging and compelling content, connect, following and republishing others content. It is important to make sure that the ads are in fact related to target clients likes, interests and aspirations as this will affect click through rate, engagement and other factors that lead to the actual cost of running the ad itself.

The content aspect of digital marketing is indeed a critical and foundational one as one piece of content can effectively be repurposed for use in various formats and on differing platforms and digital marketing channels. E.g. a well written article can be used as a blog post, then used as the basis for a podcast, this same piece of content can be developed into a video and then used to create multiple micro blogging content pieces. Each piece of content should be used within planned digital marketing channels in order to deliver the marketing message through to the intended market segments.

With the world in which we live in becoming increasingly technology enabled; this is continuing to open up opportunities for marketers and business owners to present their message to clients found the world over. However it is important to execute correctly and to start with the right messages, next the most appropriate digital marketing channel [some of which are listed above] are used in order to put the marketing message in front of the right audience. In other words a targeted approach should used as opposed to a shotgun spray and hope approach.

At the end of the day digital marketing is still a subset of marketing and it itself has its own set of sub digital marketing channels. The strategic digital marketing approach is strongly recommended as when adhered to and the results start coming in, one will understand why it’s important to continue to adopt this approach to business promotion.

Successful Film Marketing Strategies

“It’s not what a movie is about, it’s how it is about it”.
— Roger Ebert

Unlike any other art, Films have a much greater impact on human’s mental consciousness. It holds the capability to impose an emotional instability in human minds. This is why it is said that movie making is more about observing and imagining. Now in this century, Filmmaking is not just about the script, screenplay and all. It comprises of lot many other factors. In Fact, a successful film promotion is merely about the Film marketing strategies related to that.

So, what is film marketing?

Many of us believe that the success of a film is all about how well it run in theaters.Well, I would say, Film marketing is all about driving the desired audience unto the theaters. Sometimes called film junket or press junket, Film marketing consists of various elements such as press releases, advertising, interviews, media involvements and most prominently Social Medias nowadays.

It’s no longer about Television, Print, and Outdoor

This is more like an enlightenment for every filmmaker these days. Back then, an efficient Film marketing strategy was all about the television, prints and all. But now it has changed, because, in order to reach the audience you need to find them at first. Today, it’s all about the internet.You need to find more people, you better go online, as simple as that.

Film Marketing strategies went digital

Well, it’s not a big surprise factor that film industries have adopted Digital Marketing techniques as a part of well structured Film Marketing Strategies. In fact, movie studios are moving beyond the typical techniques such as teasers, trailers and lot more by conducting Google hangouts with the crew, live streaming music launches, contests and so on.And the most interesting fact is that the spend on Film marketing Digital strategies has risen enormously these years.

I believe there are three major stages in a successful film marketing strategy, introducing, interacting and involving. Digital Media has involvement in all these three stages, great involvement indeed.

Search engine optimization for an effective film marketing strategies

Search engine optimization as an overall term for all the works and efforts we are investing on to the promotion of any services/products are not negligible. Unlike any other Digital marketing campaigns, Film marketing deserves more conviction as well as perception, even in its promotional campaigns.There are so many factors involved in this ranging from keywords to social media.

How Social media influence the way movies are marketed?

As a part of Digital marketing strategy, Social media has become one of the ‘behind the change’ reason, as films can gain a huge amount of buzz through it. It means, there is no longer need to rely on official reviews and adverts to know about the latest releases. Here is a quick review of few film marketing strategies in relation to social media.

Leaked images- Even though this seems to be an outdated technique, it still works. This kind of techniques is used probably for the promotion of superhero movies. The theory behind this tactic is that the movie producers will generate some excitement, years before the release of their films through leaked images. As the images would not reveal much more about the movie and characters, yet will definitely create a huge amount of online publicity and chatter.

Visual micro content- This is more like an emotional way of marketing, I would say. A movie called ‘If I stay’ recently implement this film marketing idea very successfully. The initial step towards this kind of campaign is always targeting the right social media platforms. And then generating visual micro content suitable for the platform. Sharing the banners, posting the behind the scenes pictures are also effective.

Content marketing campaign- Content is always effective and it’s definite that it will bring some results to you. Once again it is more related to social media channels. Even if a film marketing strategy is all about the kind of film to which we are dealing with, content is always helpful. One can also try local news stations, discussion boards and more along with Twitter, Facebook, Tumblr and so.

Video marketing- Very familiar, much effective, this is how one could interpret the role of video marketing Film marketing strategies. No matter what, we are ready to take chances on some products that we have not seen or tested properly, this is why the trailers are significant. It gives an initial impression and it’s a proven success. And I recommend seeing your trailer video initially through your official website, which obviously allows the audience to make more interaction through your social media mediums.

Social competitions and quizzes- It will become a huge disaster if you believe that the introduction part is enough.The fact is that you will miss the entire party. Interaction is very significant especially when coming to Film marketing. It may not be the most innovative thing you can do to improve the engagement but it can very effective at times.

Persona marketing- Your film will certainly have some interesting character that the audience could connect with in one way or another.Lot many Film marketing campaigns have already played on the audience’s emotions for particular fictional characters by developing a persona around those characters on social media. A Perfect example for this is the Ted character in the Twitter. With almost 7 lakh followers, Ted began posting some funny comments which in fact brought some unexpected results.

Alternate reality games- A slightly more complicated and deep Film marketing strategy is Alternate reality games (ARGs). This develops a fictional world that the users in the real world may interact with by using online communities. ARGs is a wonderful way to get your movie audiences involved and thereby creating ‘brand loyalty.

Make use of memes and other UGC Forms- This is more like a mutual beneficial Film marketing strategy. Memes are offering a great marketing opportunity, in such a way that your audience will create some highly shareable content that conclusively benefits your Film promotional strategies. The benefit of using memes is that they are easily customizable as well as quick to produce. Yet another possible strategy is to use caption contests, fan art or any other effective user-generated content tactics.

Google AdWords for the more targeted outcome- Each day, millions and millions of movie related searches are made in Google. I would say, the quickest way to reach those people is always Google AdWords.Even if it is not much of a cost effective way, it definitely is an option for those who care about reaching more targeted audiences.

Final thoughts

How powerful the visual media is or How much impact it can impose on humanity? The answer to his question is always about how well it reach the people. And Film marketing or Movie promotion is the beacon that leads to this destination.

Team eetti