Figuring out your brand story can be a time-consuming—but critical—exercise. But often companies finish developing their brand and don’t know what to do next. Sure, you’ve got a meaningful brand story, some company values and you know what you stand for, but how do you actually get the word out to your clients and prospects?
There’s a temptation to think that you immediately have to roll out a monstrously expensive ad campaign, but it doesn’t have to be that way.
Here are some easy and cost-effective ways to put your brand into action.
1. Your Website
This might be an understatement, but your website is important to your business. Armed with the foundational elements of your brand, you should translate it to the web first. Luckily, this is both easy and frequently doesn’t cost a whole lot.
Updating your website might mean rewriting your homepage to reflect updated messaging, adding part of your brand story to your About Us section and ensuring that your product and services pages align with your brand’s tone. Or, it could mean rethinking your entire site architecture and starting over again.
Your website is the face of your brand—the thing most people see first when they learn about you. It’s important that it reflects what you stand for, values and even your culture.
2. Blogs and Thought Leadership
A blog can help you tighten the connection between your brand and your audience, attract new customers and shorten your sales cycle. Your blog is the place to build trust with your audience by providing them with helpful content and explaining how your brand can help them solve business problems. It’s a place where you have the flexibility to weave in pieces of your brand story in weekly posts.
Similarly, thought leadership won’t bust the budget and can help you spread your brand to the wider market. Bylined articles published in trade publications can give your brand a boost and help you reach the right audience.
3. Sales Collateral
Yes, even when you’re explaining, in great detail, what your software platform offers, you can still inject pieces of your brand story. Brochures, sell sheets and one-pagers need to provide a level of bottom-of-the-funnel detail that will push decision makers towards the finish line, but your brand story provides a context that explains why your solution can work best for them.
Review your collateral suite to see how the language and tone of your sell sheets and brochures align with your updated brand messaging.
4. Social Media
Though trust in social media platforms is at an all-time low, it’s still important for nearly every brand to be on one social platform or another. This is one of the most cost-effective ways to spread your brand and build an audience. Whether it’s LinkedIn, Twitter or Instagram, social media’s a place to tell your brand story, connect with your audience, share content and get feedback about what your prospects and customers need.
Don’t sleep on email. Though you may have read that email is dead in the past, it’s very much alive right now. (In fact, we don’t think it ever died.) Email is vital to your marketing program because it allows you to create a lasting connection with your audience and own the platform you’re communicating with them on; we have a sneaking suspicion that Facebook is never going to give you full control of your company’s page.
Here are our brief tips: Build your email list by offering interesting content that helps your audience solve a problem. Don’t be salesy. Give your audience an opportunity to learn about your brand and then your product. The rest should take care of itself.
Figuring out what you stand for and developing your brand story is an important investment. Putting it into action quickly can help you streamline your messages and connect with your audience.