To many businesses, the process of branding involves slapping their logo and color scheme onto every part of their content marketing plan and calling it a day.
However, there’s more to branding to that, and make no mistake, branding is everything. It’s how you create a distinct voice in your industry, one your target audience can become accustomed to hearing.
All business owners, marketers, and SEO specialists should see the value in telling a story rather than selling a message nowadays, but branding isn’t about the story you tell; it’s about how you tell it.
Branding is all about the articulation of ideas.
Businesses often come up with a good idea and jump right to telling the world about it and, in doing so, they don’t take the time to think about how, exactly, to present the idea to their target audience in a way that connects with their brand identity.
And sometimes, an idea that sounds so relevant and appealing to you may not sound that way to your target audience by the time it reaches them. That’s why it’s all about how you package and deliver your ideas, and that’s branding.
You need to know why you exist, what you stand for, and why your mission matters. Yes, when taking a firm stance you may lose some people along the way, but that’s why they call it a target audience. Those people shouldn’t be on your radar.
The point is, you must be able to articulate your value to the people to whom it will matter and consistently weave it into every piece of content you create. If you can’t figure out a way to do that, then you need to go back to the drawing board, not to market.
You need to balance branding with SEO.
The thing is, while creating a well-defined voice and look is essential, you also need to be careful not to get so carried away with that side of things that you neglect the basic search engine optimization of your web pages.
As an NJ SEO company with plenty of experience with website design in NJ and NY, we see it all the time; businesses load up their websites with brand images, logos, colors, etc., yet create very little written content and generally neglect their SEO.
They often don’t weave in enough keywords, opting to use brand-specific terms instead of the more generic ones and they neglect their navigation. The last thing you want is for people to visit your site and be wowed by the well-branded design only to then have difficulty navigating and finding products or services.
On the other hand, you can’t lean too far the other way either, meaning don’t get so concerned with navigation and SEO elements that you completely neglect the branding side of things and end up with web pages with no discernible connection to your defined identity.
The key is to achieve a perfect mix of both branding and SEO elements when designing your website, creating content, and marketing your business.
Branding forms your market identity.
The bottom line is that branding is how you create your market identity, the voice, look, and attitude that your target audience will associate with your business.
Just remember that it’s not about the idea or the message, but how you package it and pass it on. You need to determine a specific tone and feel and keep things consistent thereafter.
From there, be careful not to go overboard with your efforts, use social media to expand your branding efforts, and, as always, be authentic.
About Us: Climb The Search offers first-rate SEO services in NJ / NY. Whether you need inbound marketing help, video production, assistance with your social media marketing, etc., at CTS, we help businesses grow, every day.