Discover How to Enhance Your Marketing Presence
Here at KONVERT™ TV, we believe that everything begins with your brand.
Your brand is your identity—the core of who you are. It’s how you present yourself to your customers and how they identify with you.
There’s a 23% average revenue increase attributed to companies who build trust by presenting consistent branding. That means it’s more important than ever to create an identity that drives brand loyalty—one that maintains consistency throughout your marketing.
Why Does Branding Matter?
Whether you’re in health care, automotive, education, food service or hospitality, your identity should be communicated in everything you present, beginning with your logo and carrying on through your typeface, tagline and content. Around 90% of consumers expect that their experience with a brand will be similar across all platforms and devices. They anticipate a seamless transition between web and device-native applications through color, flow and overall quality.
Creating a strong and consistent branding strategy will help you to satisfy customer expectations—and further promote your company. A brand establishes your corporate persona, and an effective brand reinforces that persona across everything you present to the public, which means that your initial brand is ultimately very important!
The First Steps
First impressions matter when it comes to branding. Within ten seconds, consumers have already formed an opinion on your logo.
Consumers resonate with brands that they recognize and can easily identify and trust. But conveying all you want your brand to be known for takes some serious time and thought. Even your logo’s font can have a huge impact. Just think about brands that you’re able to recognize without even seeing their name, and it’s easy to see how powerful a well-executed branding strategy can be in influencing your recognizability.
Creating a brand style guide will help to create consistency across all platforms. Use colors and fonts that project the story and impression you want your brand to convey. Consulting with a professional designer is recommended, as they have the ability to take your ideas and story and transform them into a cohesive logo and style guide.
When it comes to marketing, visual content is key to capturing and maintaining an engaged audience. Your brand’s personality can really shine through with images and animated content that convey the look and feel of your company. Visual content provides the opportunity to create a human aspect to your marketing—putting a ‘face’ to your name and building brand awareness.
One of the top ways to heighten your brand’s presence? Branded video content. Video has maintained its position as one of the top areas in marketing, and more than 80% of all online traffic will be in video content by the year 2021, according to Cisco's Visual Networking Index. Most people spend time in waiting rooms on their cell phones, but by providing entertaining and informative content for them to watch, you’re broadcasting your brand to a captive audience and readily providing answers to their questions. Plus, utilizing existing video content can help you get more value from your content—while also better engaging with your audience.
Focus on displaying videos that your audience will find most helpful. Center them around frequently asked questions, new products and services or even special offers to generate interest and answer questions. Around 90% of users say that product videos are helpful in the decision-making process. The best videos have an end goal in mind, and the process is just as important as the product.
Blogging is another popular way to market products and services through educational content. A whopping 77% of internet users read blogs, as people want information, and they want it quickly and in an easy-to-understand format. Breaking up ideas in headings, subheadings and paragraphs will help with reading comprehension and reader retention. Always include graphics—blog articles with images get 94% more views than those without.
Consistency in Branding
When marketing your brand, it’s extremely important to have consistency across all platforms, including your actual lobby or waiting room. Brands are built on the promise of consistency and reliability. You expect your favorite coffee shop to get your order right; if not, you’d take your business somewhere else.
Your brand is your promise to your customer. It tells them who you are and what you can do for them; however, building this level of trust takes time. People need their expectations to be fulfilled a few times in order for your brand to become a trusted resource for them and offering informative and relevant content can help. For instance, if someone in your waiting room is directly offered video content that helps them make a more informed decision, they may be more inclined to trust you and your practice.
Customers want to identify with a brand. Consumer behavior demonstrates that purchasing is predominantly an emotional decision—that when evaluating brands, consumers primarily use emotions (personal feelings and experiences), rather than information (brand attributes, features and facts). People often see their trusted brands as reflections of themselves—of the hobbies or passions that define them. And that’s what makes people pay so much more for shirts with brand logos on them.
To ensure that you are sharing relevant but diverse material on a consistent schedule, build out an editorial calendar to help plan content. This will help generate brand awareness and promote recognizability. Posts should have the same tone and voice to maintain uniformity. Try testing out different types of content to determine what resonates with readers and then stick with it. And, incorporate your content, like branded video, across all of your channels to show consistency—from the physical building to social media accounts.
Branding with KONVERT TV
The power of video is not to be underestimated. KONVERT TV allows you to engage viewers with eye-catching video, broadcasting your branded video content to your target audience, right when your message means the most.
Even if video content is not part of your current marketing strategy, KONVERT TV's marketing affiliate, Concentrek Group, has a team of marketing specialists that can work with you to create entertaining and effective video material to broadcast on your KONVERT TV channel and use across all social channels, helping you to keep a consistent voice on all platforms.
KONVERT TV Believes in the Power of Branding
Is your brand fully promoting the mission of your company? Enhance your brand by adding video marketing software to your mix with KONVERT TV. Contact us today!