April 12, 2018 Branding
Having a solid, trusted brand is important for your company to thrive. If your target audience doesn't know or trust your brand, how will you ever increase your customer base and sales? Here are six innovative strategies you can use to increase brand awareness and help your business thrive. Inviting influencers into your niche is a great way to increase brand awareness and hopefully drive sales. When influencers have an established audience that knows and trusts them, once they mention your product(s) and discuss your brand in their content, those mentions will expand your reach and increase people's awareness of your product. Ikonick is a perfect example of a company that works directly with influencers: It sells canvas art for your home and office. The way Ikonick uses influencers involves providing them with art and having those influencers pose with the art, then share the photos on social media. "Our relationships are an important part of our business," co-founder Mark Mastrandrea told me. "Our relationships make up our community, and the community is how our brand grows." Ikonick uses all types of influencers, from Instagram photographers to celebrities. The company's social strategy has enabled it to scale and grow exponentially because its influencers become part of its sales team -- even ambassadors. The relationship is mutually rewarding, Mastrandrea said. Companies can also offer to sponsor influencers at an event (if they do that sort of thing) and even use them as spokespersons for their brand and product(s). A lot of CrossFit-related companies do this, including Rogue Fitness, which sponsors certain athletes with clothing. The athlete then becomes a walking billboard for the company. Have you ever received an order that came in branded packaging? Rather than see it as just another shipment, perhaps you felt that that that special branding made the package seem like a gift. The team knows that the product experience doesn't commence at first use, but rather at the unboxing stage. How companies present their brand, and the story they tell through their design and graphics, can create an emotional connection with the customer that may last even longer than the product itself.