Brand awareness is vital for building trust and long-term loyalty.
So it’s not surprising that HubSpot found the number one goal for B2B marketers in 2022 was ‘increasing brand awareness’. If it’s your number one goal too, our advice is that it’s all about consistency. Specifically, consistency in five different areas. Read on for our take on the subject.
Your messaging is the core of your offer. What does your brand stand for? What is its USP? How does it help? Use these as the starting point for your communications.
When you’re working on your communications, it’s very easy to feel you say the same thing over and over again. This is OK. As an IBM marketing and advertising expert once said: “If someone throws 10 tennis balls at you at once, you might be able to catch one before you duck to avoid the others. But if someone throws you one, and then another, you’ll probably catch both. It’s the same with marketing messages. Don’t throw too many at once.”
The look and feel of your communications needs to be consistent too or you risk creating confusion in the market.
Working hard to maintain branding consistency could give you significant market advantage.
95% of organisations have branding guidelines, but only a quarter have formal guidelines that are consistently enforced. As a result, over 60% of organisations report their materials always, often or sometimes fail to conform to brand guidelines.
Getting it right makes a big difference. Always presenting your brand consistently has been shown to deliver a 23% average revenue increase.
This is really two tips in one.
Firstly, it’s about maintaining a consistent look, feel and voice across all channels. For example, if you have an informal friendly brand on social media, your audience will be confused if your website is formal and corporate.
Secondly, make sure your campaigns run consistently across all channels. For example, if you run a caption competition on Twitter, make sure you also mention it on your website and in your email newsletter.
Knowing your audience is essential. High level, we’re talking about knowing which jobs in which types of company or industry you want to target.
The detail is where the difference comes in. Your database holds the key to this. It needs to be consistently cleaned and updated. You want to know the named individuals you need to be targeting to get the best results and the biggest return on investment.
Perhaps the number one rule is simply to keep showing up.
Many of our clients come to us because they don’t have the time or resources to commit to consistent communications. We provide the extra pairs of hands and expertise their business needs. Working with one client, for example, we expanded their database from 1,600 to over 4,500 qualified leads in two years.
If you’d like to have a conversation about how we could help your business deliver the consistent communications it needs, get in touch.