Boost Your Company’s Branding with SEO, Social and Content Marketing

Sep 2, 2014

Branding is simply the promise that your company makes to your customers. It creates a set of expectations as to what your company and your products stand for, and it sets you apart from your competitors. It can be encapsulated in a slogan and depicted with a logo, but at the end of the day, your branding is a reflection of who you are today, who you want to become tomorrow, and who are you as seen through the eyes of others.

Businesses of every size and stripe can benefit from creating and promoting a branded image for their company. As long as you have customers and competitors, you can use the power of branding to build a sustainable business for the future.

Examples of well-known successful branding include
increase online branding

  • Federal Express – “When it absolutely, positively has to be there overnight.”
  • Wal-Mart – “Lower prices, always.”
  • State Farm Insurance – “Like a good neighbor.”
  • M&Ms Candy – “Melt in your mouth, not in your hand.”

Get Started by Defining Your Brand
In the words of baseball great Yogi Berra, “If you don’t know where you’re going, you might not get there.” Before you can start to build your brand, you need to make some basic decisions about what you want your company to be.

  • Describe your company’s mission.
  • List the features and corresponding benefits of your company’s products.
  • Research the opinions held of your company by your present customers and prospects. Learn their needs, wants, and pain points.
  • Determine the qualities that you want customers and prospects to associate with your company.

Craft Your Brand Statement and Create Your Basic Branding Tools
Use your findings as a guide to creating your basic branding statement. Once this is accomplished, you can start creating the tools that you’ll need to get the word out.

  • Design a custom logo that graphically expresses your brand statement.
  • Create a short brand slogan.
  • Develop your “elevator speech.” This is a brief statement that describes what your company does in terms of customer-oriented benefits; it should be deliverable in the time is takes for an average elevator ride.
  • Create a series of key branding messages.
  • Incorporate your branding throughout your company – business cards and stationery, packaging, marketing materials and so on.
  • Make sure that all employees understand and are in agreement with your new branding strategy.

Improving Your Online Brand Presence

  • Use branded terms in place of targeted keywords in the anchor text of your inbound links.
  • Add branded terms to your list of targeted keywords in your SEO campaigns.
  • Be sure to prominently feature your social media buttons on your homepage, preferably in the header or footer area.
  • Deliver quality content on a consistent basis, and don’t forget to share it across your social channels.
  • Monitor your online reputation, respond promptly and professionally to any negative comments, and gather as many positive reviews about your business as possible.

Don’t let your social media efforts grow stale. Post on a regular basis and engage with your company’s fans and followers as much as possible. Don’t overextend yourself by joining too many social networks; you’re better off doing a good job of communicating through one or two select social channels than you are doing a mediocre job with every social channel that comes along.