Most entrepreneurs start a business built on their own, individual skill or talent and grow their business through grit and hard work. Usually marketing is not the entrepreneur’s first skill set, so not much intentionality is placed on the act of branding. Aside from creating a name and a logo, business owners typically focus on the sales and operational side of their business, as they should — and don’t give as much effort to brand building and elevation.
Even many skilled marketers focus on bottom-of-the-funnel conversion tactics without putting much time or intention into growing and developing the brand itself.
But here’s what we have learned. Businesses that intentionally invest in brand building have the potential to not only outpace the competition in market share but increase their corporate value significantly.
What Is Brand Elevation?
Brand elevation is the intentional strategy of defining and positioning your brand in a positive and authentic light, then consistently promoting it to your target audience. It involves orchestrating every touchpoint and experience a customer has with your brand to create a positive brand perception. The more positive interactions you create, the better the perception—and the more visibility and awareness you generate in a favorable light, the stronger your brand becomes.
Why Does Brand Elevation Matter?
Positive brand perception has immense value. When your target audience has a heightened and favorable view of your company, your brand becomes the preferred choice during the purchase consideration phase. This not only increases customer loyalty but also enhances your company’s overall value and competitive edge in the market.
How to Elevate Your Brand
Throughout my career, I’ve seen a range of challenges faced by business owners and marketing professionals, but one challenge often remains at the core — branding. Whether it’s lack of clear and consistent messaging or perhaps an outdated logo, it’s imperative to have an experienced marketing guide alongside you to generate strategic questions and spark meaningful conversations to move the needle in elevating your brand. In fact, our rebranding checklist has received thousands of downloads to date as a tremendous resource for those seeking branding guidance.
Here are additional ways to elevate your brand:
1. Update Your Logo as Needed
Take a critical look at your logo. Is it professional? Does it clearly convey who you are and the service you provide? Can it compete at a national level? A modern, professional logo is a cornerstone of brand identity.
2. Establish a Brand Standards Guide
If you don’t have a brand standards guide, create one. This key tool communicates guidelines that can be used both internally and externally with all marketing vendors, ensuring consistency across all platforms.
3. Define Your Brand Platform
Create a brand platform that defines your brand personality, promise, core values, mission, vision, and value proposition. Once created, have your team familiarize themselves with these critical elements so everyone is on the same page.
4. Develop Consistent Brand Messaging
Are you effective and consistent when speaking about your brand? Create compelling brand messaging to use consistently when communicating to all audiences. Consistency builds recognition and trust.
5. Craft a Memorable Tagline
Create a descriptor or tagline that best represents your company. This is the second thing (and defining line) consumers will take away from your brand after your identity.
6. Ensure Brand Consistency Across All Platforms
Consistently use your brand across all platforms, marketing, and PR programs. Your logo and branding should be uniform across your website, social media channels, printed materials, TV advertisements, sales presentations, and any other brand displays.
7. Identify Your Target Audience
Do you know who you’re speaking to when communicating your brand messaging? Identify your target audiences and create personas for each, including tone and voice, so that your message resonates.
8. Develop a Strategic Marketing Plan
Work with a marketing strategist to develop a marketing blueprint or annual plan to promote your brand via the channels that best reach your target audience. Custom strategies help save time and money.
9. Set a Timeline and Budget
Develop a timeline and budget for a comprehensive marketing program. Planning ensures that your brand elevation efforts are sustainable and measurable.
10. Seek an Objective Perspective
Have an outside firm conduct an objective review of your marketing efforts and provide an enhanced strategy for moving forward. They may notice opportunities you’ve overlooked or validate priorities you’ve been considering.
11. Enhance Your Online Presence
How are consumers experiencing your brand online? Assess all digital properties and implement recommendations for online presence improvement. A strong digital presence is crucial in today’s market.
12. Utilize Public Relations Strategies
Explore the use of public relations strategies to increase brand visibility and credibility. PR can be a powerful tool in elevating your brand’s perception.
