Business Branding: Building a Strong Foundation
Many businesses try to jump straight into trying to go viral, but not only is it incredibly difficult to make something go viral, the truth is that long-term success comes from building a strong, consistent brand. Your brand should dictate your marketing strategy, not the other way around.
Before deciding which platforms to focus on, take the time to define your brand voice, mission, values, and identity. Once you know who you are and who your audience is, the right platforms will become obvious as you’ll need to meet your audience where they are.
Consistency is key. Your audience needs to recognise and trust your brand when you appear on their screens, and that only happens when your messaging, visuals, and tone remain aligned across all touchpoints.
Personal Branding: People Connect with People
Many of us will have heard about the AI-generated content and accounts recently pulled due to backlash from Meta, but there are many more still out there. These and the proliferation of generic content have contributed to an online environment where authenticity has never been more important to your potential clients. People don’t just engage with brands, they engage with the people involved with, and behind them. That’s why having visible, real team members behind your brand is essential.
Personal branding builds trust, creates resonance, and makes your business more approachable. Whether you’re the face of your business or part of a larger team, showcasing the people behind the brand fosters stronger relationships with your audience. As any networker knows, people do business with people, not businesses. Trust leads to loyalty, and loyalty leads to conversions.
Video: The Ultimate Attention-Grabber
With shrinking attention spans, video is the most powerful tool to stop people from scrolling. You have just seconds to capture someone’s interest, and video is the most effective way to do it.
But I urge you to not just jump on trends or post randomly. Your video strategy should be built around your brand identity and audience. This strategy should incorporate all your promotional channels – website, newsletters, networking, social media, and utilise all of your assets, including video. What platforms you use and what formats you create should be dictated by your brand’s mission and your audience’s preferences. And it doesn’t have to cost a fortune; one long-form brand video can be cut and created into many short form videos for release on your channels over the course of months or year. Regular posting and consistent messaging will strengthen your brand’s presence over time.
Turning Attention into Value
Getting attention online is just step one—what matters is what happens next. Whether your goal is sales, leads, engagement, or brand loyalty, the key is strategic refinement.
Measure what’s working through A/B testing and analytics. Identify what resonates with your audience and double down on it. Do not be afraid to make mistakes, because you will. Try new things, but make sure you measure them. If something works, adopt it and if it doesn’t, leave it behind.
Once you have your messaging and delivery sorted, and your audience identified, you can guide users seamlessly from your content to landing pages, sign-ups, or conversions. And don’t underestimate the power of emotional connection. Brands that create a genuine relationship with their audience see far greater long-term success.
Final Thoughts
At the end of the day, marketing success isn’t about chasing trends or attempts at virality; it’s about clarity, consistency, and authenticity. Establish a strong and authentic brand, build trust through personal branding, and harness the power of video to engage your audience. Do this, and you won’t just capture attention - you’ll turn it into meaningful value for your business.
If you’re looking to refine your digital strategy, these principles are a great place to start! If you’d like to take your strategy to the next level, get in touch: [email protected], I’ll be happy to help.
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