How Important are Brand Values in Your Marketing Strategy

How Important are Brand Values in Your Marketing Strategy

The way that you market your brand can involve much more than increasing numbers of sales and customers. Your marketing strategy is also a way to present an image of your brand in the mind of your target audience. How do you want your audience to interpret the core values of your brand and what your company is really about?

Brand values are a permanent part of your business even while advertising strategies, logos and products are constantly changing. Your values define your company in ways that potential customers can identify and connect with. A business that focuses on their brand values will be able to communicate more effectively with a coherent message through their marketing plans.

If you haven’t taken some time to think about what your brand values are then it might be a good idea to consider what your company represents and what you want your audience to know about you. Brand values matter because customers are constantly interacting with brands online and through social media. They need to understand your brand image and see more than just a picture of a product in order to become loyal followers.

What are Brand Values?

At the core of every company should be a set of brand values that influence everything from their brand’s look, voice, message and relationships to customers. Your brand is more than just your logo and visual identity, it involves your company’s personality, purpose and overall mission. Without brand values guiding your message your company will just seem like any other business vying for people’s attention.

A good way to start developing a set of brand values is to think about what is important to you and your business and make a list. You can think about what you care about, the negative things about other brands you want to avoid and the experience you want your own customers to have. Brand values can also mean standing for something that you feel your company can offer people.

Brand values can be any number of things that people associate with a company and their products. Does your brand focus on making natural and humane products? Do you donate a portion of your profits to charity? Do you care about innovation and change or social issues?

Your brand values don’t necessarily have to mimic another established brand in order to be successful. They need to be true to your company and what makes your products or services unique. Once you have made a list of what your brand cares about and what you stand for you can condense it down to one or two phrases that truly define your brand values.

Including Brand Values in Advertising

Once you have determined your company’s values and the image that you want to present to your audience, you can start working on communicating this message. It is important to remain consistent with your values and represent them in every way that you possibly can so that people recognize and remember what your business is all about. Being consistent about your values at all times can keep your brand more trustworthy and reliable in the minds of customers.

Being consistent about your message does not necessarily mean that all your ads and social media channels need to look exactly the same. You can have variety in your marketing strategies but make sure that your core values are reflected in the voice and message of your ads and social media posts. The look and imagery of your brand may continue to evolve but the values they communicate should always remain the same.

Whenever you are designing an ad or working on your marketing plan, you can use new and interesting ideas but also think about how they are related to your values. When you write taglines, text for your website, social media posts and other messages make sure your values are somehow reflected in what you say. Your values are what will help people remember you and they will begin to associate positive qualities with your business.

A company’s brand is much more than just external aspects that present an image or a voice. People will be willing to pay more for a brand that represents values that they agree with or care about themselves. A business that stands for something is more likely to win loyal customers and their message will spread to a bigger audience.

Looking at other successful company’s ads can give you an idea of how their values are represented in everything they do. When you understand how brand values are at the center of every advertising strategy it will help you develop your own technique and skills in marketing. If you always consider your brand values you will create more relatable and effective ads that speak to the people you want to reach.

Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.

How to Increase Time on Site

Decrease bounce rate. Increase click through rate. Maximize conversions. These are all common website goals that can be achieved by a common goal: increasing time spent on site. The more time a potential customer spends on your site, the more chances you have to give them what they’re looking for and reel them in.

Surely, you can’t expect to get more customers by only having boring pages full of text, can you? Here are some easy ways you can help keep readers on your site for a longer period of time:

Video
Website video marketing is often the “go-to” form of online marketing because it works so well. Videos are flexible and can be edited to fit the tone of your business and brand. From professional and informative to casual and fun, well-produced, relevant videos will definitely keep a reader’s interest for much longer than just words alone .

There are also many options for SEO, whether you decide to embed videos on your website or use a YouTube playlist or another third party video player. Don’t forget to use annotations and transcripts, which is also helpful for readers.

Other Multimedia
With regular ole content, videos don’t have to be the only form of multimedia. Get creative and use what’s best for your company and what is most convenient. Adding picture galleries, collages, embedded social media posts are one way to go. Don’t doubt the power of a good picture. Even stock photos are a cost effective option that will help make your site look more inviting and credible.

Links
Writing quality content is hard work and sometimes, it can be difficult to find something good to link to. Without links, your content isn’t connected to your other work or even the outside world. Remember, linking is good for your on-site SEO (but don’t overdo it!). It gives interested readers something more to see. Also note that you shouldn’t be stingy and be afraid to link out to other sites. You can also link to your other off-site properties, such as Facebook, Yelp, Tumblr, Pinterest etc.

Write More
When in doubt, write more! More content to read and digest means that readers are more likely to stay on your site for longer. If it’s really good, it might even mean repeat visits. But here’s where you need to practice discrepancy. More content doesn’t mean that you should add more garbage content. That’s why evergreen content like detailed tutorials are so popular, because long form content is effective in keeping readers happy. Look at it this way, instead of cranking out a dozen or so mediocre pages, you can put that time into a quality investment that will last on your website for years to come. The payoff for bringing in readers will be worth it and rankings don’t hurt either!

Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.