Perception is what defines our realities. No detail is irrelevant. Every decision affects your business and your brand value.
What Is Brand Synergy?
The term synergy originates from a Greek word that means “working together.” So, when you have brand synergy, it means your business is in control of all the many moving parts required to fulfill your promise, maintain a positive public image and create pleasant customer experiences. Creating a brand is entirely different than starting a business. We all know why businesses are motivated to live up to their promise, maintain a positive public image and create a pleasant experience for their customers. When these basic needs are met, business thrives. Brand synergy is about creating and adopting a common vision. How do you see yourself and how do you want others to see you? Being able to articulate your vision in a way for others to see and understand is paramount. It aligns and integrates all aspects of business operations to the brand promise.
How To Create Brand Synergy
A principle of effective branding is to consistently communicate key messaging. Your business communications cannot be aimless. They must be controlled and expressed in a manor that always reflects your core values. Everything must “work together” in harmony. Everything you think, say and do should align. In order to achieve this, a holistic full-service marketing approach is needed.
Strategy and Research
Any activity without strategy is a waste of time and resources. Doing the necessary research and formulating thoughtful solutions will help you become your consumers’ problem-solver in ways that surpass competitors. Upon starting any new campaign, always begin laying a foundation with strategic planning. Perform extensive analysis and assessment, collect consumer data, uncover strengths and weaknesses to current processes, evaluate resources and develop a detailed marketing course-of-action plan.
A branding campaign is what sets the stage for long-standing business success. How you communicate what you stand for is critical. Branding is your appeal to the world that leads consumers toward understanding what to expect from you. What emotions do you elicit? What associations are made with your brand? Branding is what sets you apart from your competition. It provides an opportunity to connect with your consumers and help them understand who you are and why they should care. This can be achieved by being proactive and taking a holistic approach, meaning not cutting any corners. Invest in quality design and ensure your company has official brand guidelines. This will be helpful in creating effective marketing materials that are consistently in line with the messaging you want to be communicating to your consumers on a regular basis.
It is important to speak to your marketplace in terms they’ll understand. This means carefully articulating your brand in everything from your name and tagline to your unique value proposition. Communicating consistently and clearly across all channels is the basis for strong, confident positioning strategy. This is where you really have to ask yourself as a business owner who am I and what do I want to be known for? Are you high-end or value-based? Any benefits or attributes you wish to use to distinguish your business will be outlined in your marketing course-of-action plan.
PR and Strategic Communications
Saying the right thing to the right people in the right way at the right time is serious business. Having policy guidelines in order will help your business manage its public image and attain long-term goals. Ensuring actionable goals and priorities will be important in maintaining an ongoing, ever-evolving public image and managing community relations on social media.
Creating compelling content on a regular basis puts you in the room with prospects before you even meet them. It gets consumers to know you without really knowing you. Whatever the form, great content is absolutely essential for ushering target audiences into the sales funnel and promoting lead generation. Everything from the copy you use on your company’s about page, to how you describe your products and services to your overall voice and tone in public communications, it all affects the consumers’ perceptions of your business.
Digital marketing is an umbrella term that refers to your overall online presence. It includes your company’s website, how active you are on social media, if your sites are optimized for search engines (SEO) and what strategies you have in place to drive online traffic to your website, whether it be through paid or organic lead generation. Having a plan outlined for all these various digital marketing entities is crucial to achieve brand synergy.
Web Design and Development
Your website is a portal to your business. It’s where people come to learn who you are and what you do. Website design is often a potential customer’s first impression of your business. Investing in a custom responsive design is the best way to ensure you stand out. Using a pre-existing theme means you will have the exact same website design as thousands of others. Incorporating innovative cascading style sheets (CSS) is something that separates exceptional websites from mediocre ones.
User Experience Design
An exceptional user experience (UX) is critical for meeting customer expectations. UX requires a profound understanding of the online user, what they need and the path they will take to get there. It requires user story mapping, wire framing and prototyping to properly deliver a seamless and valuable experience for your users when they interact with your brand. Strategic and direct call to actions help users easily navigate and get to the end game, whether that be make an order, schedule an appointment, request a quote or whatever action you clearly specified.
User Interface Design
User interface (UI) design is a major factor in whether users have a positive or negative experience with your brand. To ensure a pleasant experience, it is essential to provide an easy-to-use, modern visual design. If your forms are clunky and archaic, that is communicating that you are behind the times. If your online forms and buttons are too basic, that could communicate that you lack innovation. Bottom line, invest in quality UI design for your customers to enjoy and remember.
No matter the sales material, it all needs to clearly communicate that you are capable and eager to earn the recipient as a new customer. Tangible “leave-behinds” are nice to give prospects who are considering doing business with you. Business cards, brochures, flyers, company publications, posters, online forms, questionnaires… These are all modes of communication at such a critical point in the sales process. If you’ve gotten this far with your prospect and you have the opportunity to leave a lasting impression by adding value with an informative brochure, you’re more likely to win the deal every time compared to someone who has nothing to offer or has something poorly designed to offer. Have sales collateral and have it be in line with your branding.
Every single customer service interaction made within the company is contributing to the brand synergy. Each and every one of your employees represent the company and the brand as a whole. It is important to hire the right people who fit in to your culture. You must make sure everyone is working toward common goals and upholding certain standards for how they engage with customers at any given time. This requires employee training on established brand guidelines.