Every business I know is searching for that elusive “magic bullet” – a single solution that can solve all their marketing challenges. While no such panacea perhaps exists, there is one element that probably comes the closest: brand. Building a strong brand, however, is no easy feat. It requires either substantial financial investment in advertising or an immense amount of hard work to develop content, establish your reputation, and/or cultivate trust over time to become an authority in a particular space.

That said it’s worth it. If you are able to develop your brand successfully, it can become the cornerstone of all your marketing efforts, amplifying every strategy and tactic employed. Think of it as kind of a rising tide that lifts all boats.

How does building a bigger brand help in particular? Here are a few ways, some of which may not be immediately obvious.

Boosting Search Engine Rankings

Perhaps it’s not always evident, but one of the most significant benefits of a strong brand is its impact on search engine optimization (SEO). In the eyes of search engines like Google, a bigger brand typically translates to greater authority. This means that well-established brands often enjoy higher rankings in search results, even for competitive keywords. They get more backlinks. They get more traffic (clues that for Google the company is an established authority.) It’s not hard to see the logic: if a brand is widely recognized and trusted by users, search engines are more likely to consider its content relevant and valuable.

 

Staying Top of Mind

A powerful brand has the ability to remain at the forefront of consumers’ minds throughout the buyer journey, particularly during the crucial consideration phase. In some cases, a brand can become synonymous with a product category or solution to a problem. For instance, when people think about removing grass stains, the first brand that often comes to mind is, yes, you guessed it, Tide. This top-of-mind awareness is a testament to the power of branding and can significantly influence purchase decisions.

 

Easing the Path to Conversion

Perhaps one of the most valuable aspects of a strong brand is its ability to facilitate conversions. A well-known brand eases the way for audiences, customers, and clients to take action, whether that’s making a purchase, signing up for a service, or submitting an inquiry. Consider self-help guru Tony Robbins. He can advertise an event in a local area and attract attendees based on his brand name alone. An ordinary life coach, lacking such brand recognition, would struggle to achieve the same results.

Building a Brand: What Are Some Ways to Do It?

Now that we’ve established the importance of branding, let’s explore some strategies for building a strong brand.

 

Advertising: The High-Cost, High-Reward Approach

Advertising is a traditional and often effective method of building brand awareness. However, for many small and medium-sized businesses, the challenge lies in having “enough” budget to truly move the needle. Building brand visibility through advertising requires substantial investment, regardless of the target audience. It also takes time for these ads to influence purchase decisions significantly. This is why many businesses with limited budgets often focus their advertising efforts on lower-funnel conversions such as search ads rather than brand building. One thing to note: While this approach may yield more immediate results, it misses out on the long-term benefits of brand development.

Content Creation: The Guerrilla Marketing Approach

For businesses with limited advertising budgets, becoming a content creation powerhouse can be an effective alternative. This approach involves producing a large volume of original content and distributing it as widely as possible across free platforms such as social media sites, YouTube, podcasts on Spotify and iTunes, or contributing to community groups. This guerrilla marketing approach requires significant time and effort but can be highly effective in building brand awareness and authority. By consistently providing valuable content, businesses can establish themselves as thought leaders in their industry and build trust with their audience.

 

Word of Mouth: The Power of Excellence

The final, and perhaps most powerful, way to build a brand is through the old-fashioned method of providing exceptional products or services and delivering outstanding customer experiences. When customers are consistently impressed with what you offer, they become brand advocates, spreading positive word-of-mouth that can significantly boost your brand’s reputation and visibility. This approach can be enhanced by forming partnerships with key influencers, either paid or unpaid. Either way, such collaborations can amplify your reach and lend credibility to your brand, getting more people talking about your company and its offerings.

Conclusion: Harnessing the Power of Brand

On a final note, don’t despair if your brand isn’t where you want it to be right now. There are millions of companies out there – small, midsize, and large ones – that also struggle with the same thing. At Marketing Nice Guys, we understand the complexities of brand development and its crucial role in marketing success. We’re here to help you navigate the process. Whether you’re just starting out or looking to take your established brand to the next level, we can provide the guidance and support you need. Contact us today for a free consultation. Let’s work together to unlock the full potential of your brand and transform your marketing efforts.