A brand is defined by its core beliefs, but also by what the public perceives about it. A brand along with its marketing strategy, products and services has a mission and the need to get that mission across to others. A brand is also driven by it’s own employees from the top down and they must represent those same core beliefs, while on the job or at events.
No matter which brand we talk about we would want to see if their online and offline presence is sending the same signs and if our experience is the same no matter the place or format?
So for example if we were to look at a top brand such as Apple. What do we perceive about them, their products and services, and is it consistent everywhere? Is the experience of using an apple product in line with scanning pages on their website, or when you visit a store? If you met an employee at a function would their mindset be in line with the company? Is the visual footprint the same across the web, on social media, in print advertising or marketing, and commercials past and present on TV?
When we talk about brand visibility we must realize it means all encompassing.
So as a small business owner and entrepreneur, I feel I must act, speak, dress, and fully represent my brand. Is what I blog about in line with my brand? When someone meets me in person when they previously only knew me by my avatar and online posts, am I the way they imagined?
Interaction with clients must be true to the brand as well. Customers can drive how other customers feel. Today with constant social interaction, if a customer writes about their experience on social media or in reviews and others read it, it’s immediate visibility, whether good or bad. A brand must pay attention to this and respond.
Because of the web, many small businesses get confused between being visible globally and locally. Yes having a website and social media presence helps others find you, but can the local community find you?
My new 10-video series on “Brand Visibility” covers in depth the attributes and actions that make a brand strong, and outlines strategies for you to implement across the web, on social media and in person at events.
Series topics include:
What is Brand Visibility? How to Use Email Marketing, Opt-in Offers and Social Media Correctly. The Google Search: Understanding and Creating Long-Tail Keywords and SEO in Action. Why Giving Back Looks So Good on You and Propels You Forward. How Finding Your Exact Target Audience is the Key, even when it’s hard. Are YOU as Brand Ambassador and Your Company in Sync? And much more.
Watch the entire 10-video series on Brand Visibility, more than 73 minutes of content!