I love discovering a brand’s truth and shifting brand perceptions to create a positive environment for selling!
People today are bombarded with information from all sides. We’re exposed to more sales message than we can possible pay attention to, making it crucial that your brand connects with your target audience on an emotional level so that you can have an impact. When people come to your venue, they’re counting on one thing: the way they’re going to feel when they stay there. You need to win over hearts and minds if you want to attract loyal customers who’re going to come back to you time and again.
If your business struggles to generate bookings through online marketing, I’ve got the solution. I’ll help you taking your business to the next level, giving you an online brand presence that will WOW your target customers and, more importantly, increase sales.
What is online branding?
Online or digital branding takes your brand identity and exposes it to a much broader audience. The internet offers endless opportunities to reach new clients, introducing your brand personality to an audience that might never find you otherwise. That’s why you need to take it further than simply setting up a blog or social media account. Online branding involves using the most effective and appropriate digital techniques to broadcast your brand message.
Who is your client? Who do you want to target?
If you look at businesses that experience high growth and income, you’ll quickly realise that they all share one thing: a very clear definition of the perfect client. The more specialist you are, the faster you’ll grow. Your brand personality should be designed to appeal to your ideal client.
Monitor your target market
Once you’ve decided who your ideal client is, you’ll need to monitor the market so you can adapt to changing conditions. Brand- or web monitoring, also known as “social media listening”, involves observing conversations online concerning your venue and your industry in general by following specific keywords. This will enable you to stay on top of the latest trends so you can stay customer focused and get the most out of your marketing efforts.
What does your website say about your business?
Your website is key to brand development. It’s where people come to learn more about you and your business. Your website will drive potential customers away if it isn’t professional, mobile- and user friendly and fast. Your website needs constant updating in line with your brand identity or it will quickly look dated.
Your “voice” forms your brand, too…
While traditional marketing methods still have their place, content marketing takes this further to express your brand’s ‘voice’. While you should always be professional when you deal with your customers, you can change the type of language you use depending on what media you are using. Language on social media can be more informal than the words you use in your brochure. The words you choose have power and will reinforce your brand on a deeper level.
Your brand identity is what people think of when they think of your business brand. It is how your target customer interprets how you present your business, including your choice of name as well as visual and verbal marketing materials.
Find your brand’s personality
Your brand personality builds on your brand identity to give your brand human characteristics. How would your business act if it were human? What would it look like? Your brand personality is likely to resemble the behaviours and interests of your target brand fan.
Before you decide on your brand personality, take time to think about your business goals. How would you describe your venue’s personality? Fun or serious? Budget or high-end? Modern or traditional?
Define your brand positioning
Decide where you want to position your brand. Who are your main competitors? How are you different? Why should customers choose you? The way you position your business will impact on how much you can charge for your services. For example, if you want to attract high-end customers, price yourself too low and they may ask themselves what’s wrong with your venue.
Change logo, tagline or business name
While your existing venue name might be perfect, there are certain circumstances when it might be worth you considering a change. A business may naturally develop into something very different to the original vision, e.g. a holiday resort may want to promote itself as an alternative wedding venue. Perhaps your hotel is named after its founder, but the name sounds outdated. If your business has outgrown its name, don’t be afraid to adjust it!
Expand on your marketing materials
Finally, build on your existing marketing materials to incorporate e-brochures, videos or case studies of satisfied clients that reinforce your brand identity in the minds of your target customers.