Executive Chronicles | The rule of seven is one of the oldest marketing principles and it states that in order for your customers to decide to do business with your brand, they need to encounter it on at least seven separate occasions. This is why it’s in your best interest to make your brand omnipresent so that you can reach this moment a lot sooner. The way in which this works is simple, by being present in both the online and the offline world, having a plethora of merchandise circling around and actively networking, you’ll be impossible to miss. Here are several tips to help you get there a lot sooner.
Start with the IP
The first thing you need to do in order to spread your brand is to have a brand to stand behind in the first place. The very basics that you need are a brand name, a logo, a slogan, corporate colors and a website design. In order to get the most value out of this concept, you should probably hire a professional designer. Just make sure that these markings represent your industry, your mission and your corporate values, if possible. Making sure that they’re unique enough is what will separate you from the rest of the industry.
Both digital and old-school
Another important thing for you to focus on is the importance of using both digital and offline marketing to promote your brand. While you may want to focus more on one or another, you can’t afford to neglect one of them. You see, for an online business, promotional merchandise can benefit your online footprint by raising brand awareness in more than one way. As for the brick and mortar establishments, people are bound to check you out online before they come to buy. This is why as many as 78 percent of local mobile searches result in an offline purchase.
Various content formats
When creating content, you need to recognize that different formats work on different platforms. For instance, an infographic and text posts are great for your blog, however, for your YouTube account or social media profiles, you should probably go for videos. Podcasting is another great idea, yet it adds to the overall cost of the content creation in question, which makes it quite dubious whether you should make it or not. Still, the numbers speak strongly in its favor and investment now could bring you a massive ROI in the nearest future.
Attending live events
People are accustomed to seeing all sorts of things on their screens, however, in order to make the real case for yourself, you need to meet up with them in person. The best place to do so is live shows and trade events. This gives you an amazing opportunity for networking but in order for these things to work out in your favor, what you need to do is go prepared. Print out promotional materials in advance, instruct your staff on appropriate patterns of behavior and, most importantly, get yourself one of those branded trade show displays that will contribute to your brand image in person.
Adapting over time
Another important thing that you should never forget is the importance of giving your brand some room to evolve. Even the top dogs of the industry are doing it and just looking at the evolution of their logos will help you figure out the change that comes with time. The key thing while doing so is to maintain your own brand identity. In other words, even though some things will change, it needs to remain evident that it’s still you.
In the end, it’s vital that you make your brand omnipresent as soon as possible, due to the fact that your reach grows exponentially and not linearly. In the age of social media sharing, the further you get, the more tangible the results of your marketing effort will be. This is why the sooner you start, the sooner you’ll reach this critical mass past which the direct returns are more than transparent.
Dan Radak is a marketing professional with eleven years of experience. He is currently working with a number of companies in the field of digital marketing, closely collaborating with a couple of e-commerce companies. He is also a coauthor on several technology websites and regular contributor to Technivorz.