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Encompass® Insurance Insights & Articles

Why You Should Evolve Your Business's Brand (And How to Do It)

Growing your brand will help you become more effective at targeting your ideal audiences and increasing your sales. The more you are able to spread your reach and create a positive impression, the more likely people will turn to you when they need the product or service you offer. While every company has some kind of branding in place, the best and biggest companies usually have robust branding strategies.

Here are a few tips to help improve your company's branding.

Man using his tablet to access apps for brand buiding.

Know Your "Why"

First and foremost, know why you do what you do. The "how" you create something or the "what" you create aren't nearly as important as the "why" behind them. When you understand the driving force that sets you apart as a business, you will start to define your brand.

Define Your Customer

Don't assume anything about who you are targeting. Look at your top customers and find out real details about them. What positions do they hold in their careers? What are their pain points or motivators? Why did they choose your brand?

The more you can know about your target audience, the more effective you will be at strengthening the brand that appeals to them.

Identify Your Brand

Once you understand your "why" and your audience, you can start to create your identity. Try to focus on the characteristics that make your brand what it is. Think deeply and come up with things that are different from what other brands in your industry offer. How do you fill niche needs? Why would someone choose you over another company?

Create Valuable Content

Blogs, vlogs and social media can help increase your brand's exposure and products to your audience. Determine what kind of content would be the most valuable asset to your team and your customers. Then, create the kind of content that stays consistent with your brand and helps your target audience make a deeper connection with you.

Not only will new content help increase new leads and boost conversions, but it can also help keep customers loyal.

Be Consistent

Post regularly to your social media accounts and blog. Keep your content branded and cohesive. Use the same voice and even choose graphics and images that are in keeping with your brand. A big part of branding is creating a consistent and familiar approach that will help win the trust of your target audience.

Measure Outcomes

The best way to know what's working (and what isn't) is to measure the results. Always set up your goals with metrics that will measure your outcomes. It's better to realize you are failing (so you can adapt) than to think you are succeeding when you aren't.

Train Accordingly

Your brand should be consistent from the website to the office clerk or sales floor attendant. Make sure your branding is part of your training across every department. No matter where a customer enters the sales funnel or what part of your brand they experience, the feeling toward your brand and understanding of your company should remain the same.

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