Once you’ve found your strength in your products or services in your startup; it’s time to hit the ground running regarding your impact on the market. Competition is fierce, and you’ll need to expect that another company is doing what you do already. Therefore, you need to have a more appealing brand identity and travel down every avenue that will help you tempt your target audience to your website. A few social media updates and a business logo is not enough to gain consumer traffic; people have plenty of options to choose from, so be the one that looks the best. The following are the areas of your business that you’ll need to put your effort into in order to get as many people to notice you when you launch your fledgling company.
Crafting Your Identity
This is where strategy and planning are the most crucial; you need to begin working out everything from your brand’s aesthetics, to how you’re going to engage with potential consumers. Work out your company’s value, ethics, and beliefs, and how each can be represented through your brand clearly. Having a strong character and personality in your business will ensure that people are tempted to invest in you because of more than what you sell or offer. Consumers are becoming more adept at sourcing products and services online from companies that reflect their own ethics, and there is a growing demand for a deeper meaning to a business, other than just what’s on the surface.
If you don’t set your parameters and guidelines at the earliest point; you’ll have no benchmark to gauge how to speak through your website, social media, and the rest of your marketing tactics. Therefore it’s vital that you gain a strong identity from the get-go so that you know how to approach each area of your company and launch anything new in the future. Consistently reflecting who you are as a business will help to build customer trust and they’ll return to you on a regular basis.
Understanding your history, and how your company became what it is, will give your patrons a better understanding of where they’re investing their money. Being clear on how and why you began your business journey will solidify consumer understanding and more people will follow suit; searching for a brand’s story just like yours. When you have a deeper meaning to your brand’s identity; you can build up the aesthetic elements and their design from strong foundations.
Carefully consider your color choices, the shapes and texture you use within your branding, and any taglines; these are the first point of contact for your potential customers, so they have to reflect what they can expect from your business. It’s worth looking towards your competitor’s branding and design, but don’t stare. Seeing what has worked successfully in the past will give you an idea of what the market responds to and expects. However, you don’t want to risk copying anyone, as you’ll only end up looking like a watered down version of your predecessors and few people will take note.
Once you’ve chosen your color palette and main aesthetic; you’ll be able to carry the design throughout your online presence, and people will begin to recognize your brand from a glance. Your company logo should tie together what your business is firmly and as simply as possible. People lose interest in over-complicated imagery and too much information in what should be a punchy visual impact. Look at the bigger picture of your business as a whole; before working with an expert team or reputable graphic designer to take each element and bring it into your logo.
Before launching; check and see how your branding comes across on both a screen and in print; it should be just as impactful on each. When it comes to fonts and typefaces; make sure that they work on both a Mac and PC desktop. Some custom made fonts won’t translate as well, or look good on all computers, which is why the testing phase is essential and should be carried out at every stage of the process. When working with a designer, try to ensure that your branding will stand the test of time. It’s all very well having a logo and branding that’s expressive and unique, however, you don’t want it to date too soon, so it’s vital that it retains a classic and timeless element that can evolve and adapt to the changing market.
Throughout the creative process of expressing and molding your brand identity; always remember why your business is special and how it differs from the rest. Ensure that what you offer and provide your consumers is clear, and always highlight aspects that people will find difficult elsewhere. Whether it’s a specific product, your customer care, or the latest in tech; tell your customers through your branding, and you’ll be off to a great start.
Once your branding and identity are firmly in place and ready to portray your business; it’s time to plan your marketing strategy and ensure that all the right people are seeing your presence. You should be planning your marketing and official launch throughout the process of fine-tuning your design elements. Know how you’re going to hit the market with force, so that your launch can go as seamlessly as possible and have the desired effect. Begin by remembering that only a select portion of the market are going to be interested in your business; so it’s crucial that as many of them see your brand as possible. It’s no use a plethora of consumers seeing your company if they’re not going to click through and invest, so targeting the right place should be your focus.
Take into considering the size of your market and where they’ll be; think about their age, location, income, and how they identify to help steer you in the right direction with your marketing strategy. Again, this is another point where you should be looking towards your competitors and those that have already succeeded; you’ll be able to gather some valuable data and knowledge which will assist in your set-up. Think about how to speak best, engage, and communicate with your desired audience, and then be consistent with everything to give to them.
You’ll need to understand and get a good grip of onsite SEO so that you stand a decent chance of being seen in web searches and pop up in all the right places when people are searching for something you can offer them. To get your desired rankings; you’ll need to confirm your keywords and use them extensively through all of your content and marketing tactics. Think about what people will be typing into search engines when they’re looking for your services or products; this will help you to build a strong list of core keywords. You’ll use your keywords primarily through your social media, blogs, and your main marketing areas online; always check through what you’ve written before you publish anything and ensure that the content is rich with those all important words and phrases.
Utilize the free information, statistics, and data available on the internet already and discover what people are typing into Google and what keywords have been or will be sending traffic your way; this is another great way to build your keyword list and strengthen its results. Now you need to begin your attack on Social media; find out when the best times to post are for audience engagement and ensure that you’re consistent with your updates. Start your social media and blogging before your website had launched; you want to have a following in place who a ready to head your way on the big day. Set up a landing page on your site, so that when people do click through they’ll see when you’re due to launch, and you’ll be getting your click-rankings higher and gaining data along the way.
Speak to relevant influencers and see if they can help promote your company in exchange for free services and products; building a strong relationship with those who have loyal followers already will help them see your brand and build up your own follower count. Knowing which social media outlets are best for your customers and consistently posting the right content during peak traffic periods, will ensure that you’ll have a steady stream of click-throughs and people will respond to your call-to-actions more frequently.
Using Your Voice
Now that you’ve solidified your brand’s identity, your keywords, and the correct outlets for your marketing; it’s time to use your company’s voice to promote who you are, what you provide, and why you’re a better alternative to your competitors. Whether it’s a charitable cause, how your products are made, or the colorful history of your brand that sets you apart from the rest; be loud and proud about it to ensure that your consumers can hear you. Keep an eye on your competitors and be aware of how the market is changing with what people expect and how new technology and processes are evolving your sector. Use your information wisely, and your startup’s identity will be an appealing option for those you wish to draw into your business.