Your brand strategy is like the DNA of your company; it’s how you set yourself apart from the competition and show your ideal customers who you are and why they should work with you.

Without a strong brand, people might buy your products or services — but they’ll forget you as soon as the credit card charge clears.

With the right brand strategy, you could set yourself apart from the competition, develop a loyal customer base, and increase your profits.

First things first…

If you’ve got a limited budget to work with, you want to start with the most important design assets first — your logo. Your logo is the face of your company, so you don’t want to wait until you’re almost out of budget to get it designed.

So, how can you do this the most efficiently, financially? Use a platform like 99designs, where you can run a design contest. You put together a brief for what you need, and then multiple designers send over their ideas. You get to look through everything and only pay for the design you choose. It’s a great way to get exposure to multiple designers and ideas — without having to pay for samples from each one.

Do Your Homework

Strong brands are built on market research – you need to know who you’re selling to before trying to craft a brand strategy.

While large companies often pay consultants to do market research for them, you can easily cut out these costs by using tools from all over the web. Here are a few (free!) recommended tools to get you started:

• Hootesuite– Manage up to 3 social profiles and schedule your posts in advance. The free plan also includes basic analytics for tracking followers and various growth and content statistics
• Google Analytics – Shows you all sorts of demographic information about your current users, like their ages, genders, and country of residence.
• SocialOomph– With the free plan, you can schedule tweets, track keywords, shorten URL’s, and manage up to five Twitter accounts, but some of the more sophisticated features require a paid plan. 
• Followerwonk– Connect a profile, view authority rankings, see followers and their locations, see when followers are active, and access several other details to further analyze your social audience. Bam.

Find your buying audience, understand their needs, and see how you can help them solve problems. With your research done, you can tweak the design elements of your brand to fit your audience’s demands.

Build A Quality Website

You don’t need to spend a fortune on your website until your business is bringing in enough cash to have it professionally designed. With all of the DIY website builders out there, it’s totally within your power to set up our own creative website if you’re willing to roll up your sleeves and apply a bit of sweat equity.

Make sure you choose the right tools that will allow you to scale, iterate and grow. Not all website templates are created (or coded) equally, so be careful of “free” options (there’s usually a tradeoff).

I recommend the Divi theme from WordPress. It’s the most popular WordPress theme for a reason! It’s easy to use and there’s a huge online community if you ever need support or have a question. The sky is really the limit on what you can do with it design-wise.

Create a Color Scheme

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This is probably one of the fundamental, yet the most central element of your brand- the color scheme.

You’ll want to create a color palette for your website, social media profiles, logo, business cards–everything. Everything should stick to a consistent color palette. Color is what captures people’s attention at an emotional level, and can set you apart from your competitors.

You can absolutely create one for yourself, but here are a few things to keep in mind:

• You’ll want your color palette to reflect your brand’s personality and it should be appropriate for your audience and what you sell. (It’s not just about picking colors you like.)
• You’ll want to make sure your color palette is functional. The biggest mistake I see people making with their color palettes is choosing way too many colors that don’t work together in practice.
• Don’t go too crazy–the more hues you have in your palette, the harder it can be to work with them
• Choose plenty of neutrals to round out your palette – The funny thing is if you use plenty of neutrals and then add “pops” of color sparingly, the color actually stands out more.
• Make sure you have an “action color” that’s in contrast to your primary brand color(s). This is especially important for your calls to action on your website, you don’t want those blending in (people will miss them=no bueno.)

Take Advantage of Email Marketing

Probably the only thing used more than social media is email. All you have to do is hit the “Send” button, and you have direct communication with all of your loyal customers.

Whether you’re running a promotion, uploading a blog, or selling a new product, email marketing is an easy way to let your customers know what’s going on in your company – with minimal effort.  Don’t use email as an excuse to spam your customers – no one likes that. Ever.

There are many email marketing services for small businesses that cost next to nothing, such as:

• MailChimp
• ActiveCampaign
• GetResponse
• SendinBlue

Create Quality Content

Creating content is a sound long-term investment, and the only thing it costs you is time.

Articles, guest blog posts, educational videos, and other long-form texts can give you a broader brush with which to paint your brand – generating brand awareness in the process.

But more importantly, great content allows your target audience to respect you as an authority– you can answer customers’ questions and give them the advice that makes them trust your brand.

Also, creating content gives you an opportunity to collaborate with other companies in your industry, granting you more exposure through their viewers.

So, if you don’t have a blog – start one! It’s a key strategy for organic marketing; Your blog could give someone their first exposure to your brand.

Blogger or Hubpages is a great free platform for creating a blog.

Wrapping it up…

All of this focus on design should be working towards one goal: Creating a durable brand identity.

Your brand doesn’t need bells and whistles to be powerful – many of the best brands don’t rely on expensive gimmicks and stunts. Instead, they’re successful because they communicate their companies’ goals, values, and mission in a clear way.

 

 

The idea of email marketing might appear out-dated to some of our younger audiences who spend their days almost entirely on social media. And don’t get me wrong. Social media marketing is highly effective in increasing sales and boosting your brand’s image. But no other channel will give you a better return on investment than email marketing.

In fact, according to Adobe, for every $1 spent on email marketing, you’ll average an ROI of $40. Almost double the ROI of the second-highest channel, SEO.

But having a large email list isn’t going to do you much good if all your emails are going unread or sent directly to the spam folder. Here are Marmalade’s top tips for sending emails that connect with your audience and doesn’t get lost in the inbox.

Spamming Doesn’t Work

This sounds obvious, but you’d be surprised at how many people forget this very simple rule.

A good rule of thumb to follow when it comes to recognizing spam is this—if your email isn’t immediately delivering value to your audience, then it’s spam.

No one likes getting hit with dozens of emails about a product launch they don’t care about. That’s something a surprising number of internet marketers tend to forget about.

In order to make sure your emails always stand out in a cluttered inbox, you must always be giving your audience a reason to read your emails. I don’t mean writing a catchy email subject line, although that does help, but instead, constantly delivering something your audience will find valuable.

You must put yourself in your audience’s shoes. Every time someone opens one of your emails, regardless of whether it’s automated or not, you should be rewarding them.

Instead of constantly sending promotional material, they regularly send emails out where they teach their audience helpful skills like how to hang a painting. It sounds simple, but it’s also ridiculously effective.

Keep it Personal

One of the main advantages email has over other channels is that it gives you the chance to get as personal as you want to be, unlike social media or traditional advertisements where you craft a message that’s as universal as possible and hope for the best.

Building an email list is crucial because it’s the best way to build a relationship with potential customers in an intimate way. You’re not just a status update that’s there and gone, you’re right in someone’s inbox. where they receive other important communications from their work, family, and friends.

Show That You’re Human

Have you ever been on a terrible customer service call with a robot? I don’t mean someone that sounds like a robot, but a literal robot. Those incredibly annoying automated menus that are worse at pronouncing your name than Starbucks baristas.

30 minutes into your call with, CompanyX, you find yourself mockingly singing the waiting music every time it loops around. You’re just wishing that you could talk to a human, someone with at least some capacity of understanding you.

If you’ve ever felt that type of frustration, why would you want to subject your audience to the email equivalent?

Now think about your branding for a second. With the emails you send, are you coming off as a robot, or as an actual person, people would want to respond to?

An easy way to start doing that is to stop using the standard company email whenever you’re sending a message. If the first thing people see is an email coming from “noreply@company.com” they immediately know that it’s an automated email.

Set Up Trigger Emails

The most effective method of ensuring customer loyalty is to simply check in on every once in a while. It adds that little bit of a personal touch and shows that you care.

Whether it’s an email simply saying “thank you” when someone downloads an e-book, or a gentle reminder that their subscription is expiring, emails like these go a long way to making sure that you and your brand are never too far from your customer’s mind.

The best thing about this approach is that the entire process can be automated incredibly easily. Thanks to the power of email automation software, you can send emails that are triggered by the actions your customers take.

For example, many SaaS companies like Dropbox will send an email if their customer hasn’t used their service in a while. It’s a simple reminder to the recipient that they still exist and why they’re helpful.

According to Smart Insights, triggered emails have a 152% higher open rate in comparison to traditional emails. As long as the email itself is always timely, relevant, and valuable, it could be all you need to nudge someone from being a casual viewer to a lifelong customer.

Rent the Runway does a fantastic job with trigger emails in their email marketing strategy. On the anniversary of a customer’s first purchase, Rent the Runway will send an email celebrating the event.

It doesn’t matter if you’ve only used their service once or multiple times, you’ll still receive that email. It even adds an incentive and offers a $20 discount off the subscriber’s next purchase. Not only does this simple email encourage recipients to continue to use Rent the Runway’s service, but it adds a nice personal touch that makes the customer feel special.

In Conclusion…

One of the fastest ways to alienate a potential customer is to sound like you’re a robot and that you don’t actually care about your customer. Simple tactics like we’ve outlined in this article can be the difference you need to make someone feel like they’re actually connecting with your brand.

In today’s world where we’re inundated with marketing messages from every corner, the thing that’s going to make sure you stand out in a crowded inbox is by being personal and authentic when it counts. Don’t do your brand disservice by being generic and getting sent straight to the trash folder.

Do you have any other tips for making your email marketing more personal? How do you feel about businesses using email marketing automation? Join the conversation in the comments below!