When building a brand, popularity is the name of the game. More attention equals more conversions and sales. Though, plenty of businesses that are only starting out have trouble with getting their brands off the ground. Getting the attention of your target demographic is far from easy, but it's perfectly doable with the right kind of branding. The question is—what makes a brand popular?
Well, there's no simple answer to this question, as it depends on a large number of factors. Everything from the products you offer to the reputation of your industry can impact the branding process. Marketing is an incredibly complex system, and you're always competing with businesses that have the same goal—being the top brand. Because of this, it's crucial to create a strong brand strategy that will pull ahead of the industry.
While popularizing a brand might be a complex task, there are certain methods that are more reliable than others. When it comes down to it, the most important factor is strategy. To help you get a better idea of how to increase your brand reach and popularity, we've come up with some of the best methods for this exact purpose. Check them out and see how you can improve your branding strategy.
Clever data presentation
It should come as no surprise that people like learning interesting information. Websites like Reddit thrive on the fact that their users want to learn every tidbit about a movie, TV show, company, product, or historical figure that they can. Business marketing experts are well-aware of this, which is why they often utilize various forms of content to display information in interesting ways.
What about marketing data and statistics? If people liked them, they'd pick up a book on the subjects or read reports that have been compiled by various experts. So why don't they? Well, few brands get far by displaying dry statistics that require knowledge and experience to reach a satisfying conclusion. In a way—it's all about the presentation. You need to know how to show off interesting data to make it appealing to website visitors and consumers.
Infographics are an excellent choice for this purpose. They paint a colourful and easy-to-digest picture that anyone can interpret. They can demonstrate a brand's value in a way that is pleasing to look at, which makes them especially good for increasing brand popularity. As a form of content, they're one of the easiest to share and often reach a large number of viewers. That means that they can get some valuable links to your website—which is a big plus!
Freemium programs and services
Free samples have always been a surefire way to get customers hooked on a brand. Whether it's a sample of food at a store or a free trial for a game, it's one of the more effective ways to garner interest in your products.
Consider how software companies advertise their products and services nowadays. While putting a brand on display and getting good links is always going to have an effect, it's not nearly as potent as showing customers the real thing. If they can try a service and see if it suits them, they'll be more inclined to trust the brand and buy the full package.
A freemium service's reputation is a lot easier to spread. A designer might find a particular kind of software practical for their drawings or 3D models. Even before they make a purchase, they might suggest to their colleagues or friends to try it out if they're also designers. If the end result from using the product or service is good, they'll regard it as a useful tool and spread the word. It's a lot more impactful than just observing ads and marketing strategies.
A crucial part of brand building is creating partnerships with other brands. They allow you to connect with demographics that you would otherwise find difficult to reach. If a brand has a potential connection to your market, there's no reason not to partner up with them and create a more effective marketing strategy for both parties.
This tactic is especially beneficial for brands that want to connect to local demographics. Creating a foothold in your city or region can have a more pronounced impact than building your brand online, especially if many of your customers are local. Not to mention, you can easily determine which local brands are already considered trustworthy, giving you a good idea of who to partner with.
The added boost of familiarity from two brands is good enough for many consumers. Those that enjoy the products and services from one will be more inclined to purchase from the other if they partner up. You can also create clever promotions if your brands are connected in some way. Cooperate on seminars and festivals to bring more attention to both brands and increase your reach even further. It's going leave quite an impact on brand reputation, and it gets people in contact with your products and services with ease.
A tried and tested way to increase your brand's reach is to offer promotional merchandise. Everyone loves a freebie, so why not give them exactly what they want? The great thing about promoting your brand through items is that you don't need to go for anything expensive. Everything from pens to Frisbees is an option, and they're all good at getting your point across.
You can give them away to clients that visit your stores and offices or at festivals and seminars. The items will keep customers aware of your brand, and they're likely to try out your products and services with these constant reminders.
Diverse options and choices
Brands should always aim to provide their customers with a diverse set of product and service options. It helps keep the brand alive through customization and practical solutions. A camera brand might offer things like tripods and other photography gear, while a T-shirt retailer would aim for a large variety of colours and patterns.
Even if a company only offers a specific kind of product, that doesn't mean that they can't offer some diversity. Putting this diversity at the forefront of a product's branding helps entice customers to make a purchase or subscribe to a service. A brand like Bean Bags R Us stands out for its wide variety of bean bag shapes, colours, and materials. This gives them an edge over brands that only offer generic bean bag seating, and customers are much more likely to remember the brand that offers more diversity.
This line of thinking applies to various consumable products as well. Candy bar companies often come up with new and innovative taste combinations to attract customers. A chain of bars might start offering more cocktails, and so on. It's a great way to stay both stay relevant and entice new customers to approach your business.
Unique brand identities
A key part of modern marketing is giving your brand a unique identity. Having a recognizable flair and personality helps brands stand out. A company like Apple aims to create a minimalistic and sophisticated look for their products and marketing while also adapting their language to fit this description. Though, it's not just design that matters when it comes to personality.
If you've ever visited the Wendy's Twitter account, you'll know how they poke fun at other brands in a playful way. It generates lots of content that people like to share, and it gets people on board when it comes to Wendy's brand. Netflix often shares memes that are relevant to their content as well as media in general. Though, they also stick to traditional posts and advertising through social media platforms.
There's no exact way to determine the best approach or language when it comes to creating a social media brand personality, which is why it helps to experiment. A fancy restaurant chain might not benefit as much from a vibrant and roast-heavy Twitter account as Wendy's does, while another kind of brand would.
Brand popularity has always been an important part of modern marketing, but its influence has increased in recent years. With the enormous number of competitors both on and offline, it can be difficult to get a foothold as an up-and-coming brand. When comparing your company with already well-established brands, it might seem like an impossible task. However, with the help of a good branding strategy and an eye for taste, it's possible to get ahead of the competition and come out on top.
Whether you do this with the help of diverse products or an effective social media campaign doesn't matter, as any of the aforementioned tactics will work to some extent. Combining as many of them as possible to create a cohesive brand is your best bet, so you shouldn't focus on just one. Consider the examples we've provided and see which ones would suit your particular brand and industry. A good strategy will get you farther ahead than you might think.