by Lina Martinez
Every business is different, whether we’re comparing global empires to small startups, or companies directly competing within the same industry area. What works for one business in terms of promotion and branding may not work at all for the next, no matter how seemingly-similar their operational strategies and structure. However, that doesn’t mean there isn’t always a way for any brand, both internally and externally, to come across as fun, approachable and exciting to employees and customers alike.
It’s a brutally-competitive business world, and the only way to make your mark against a sea of similar businesses is to have some form of promotional edge. If your brand is appealing, this is one way to achieve that. Here are some pieces of advice for designing a brand which turns heads and boosts sales, whatever the stage at which your company may be or however big it may have already become. If you want to be successful in the long-term, you need to create a memorable brand before your nearest competitor or competitors do so.
Go wild with the company promotion.
The best way to make your company not only appear fun, but actually be fun is to let go of the business mentality. You can’t entirely let go, of course, as your company still needs sales and income to stay afloat. In terms of promotional strategy, however, it’s okay to go a little wild during the process. Don’t be dull or everyday with your advertising strategy, and don’t be forceful with the brand, the products or the services you offer. Think about what the customer is looking for; they need to be captivated and inspired before they even consider giving your brand a second thought.
That’s why you need to make this fun for them and you. Get creative with the branding and marketing process. Fun wearable items such as embroidery patches are an example of a branded item in which people might actually be interested. An online advert or a piece of paper stuck to the side of a bus stop is uninteresting to the vast majority of people, but a well-designed good they can keep for free is something that they might remember.
You could also ditch the dull billboard, and promote your brand image through graffiti (with permission), a mural or a sponsored racing event. People care about art and events that matter, so incorporate your brand image into those things, and you’ll capture the attention of your target audience. Become less corporate and more human.
What does your target audience find fun?
Conduct research into the interests of your desired audience. Find out what they want to see, and not just what you want to show them. Customers like it when businesses are real, of course, but not in a cold and mechanical way. People want integrity, but also passion and drive.
A dull advertisement might point out your company’s pricing levels and the specific offer very clearly, and that’s favourable over deceptive and distorted advertising, but people want colour and an intriguing message or method of promotion. They want to see that your business really cares about what it’s offering, or that it at least offers something brand new to the table in your specific industry.
This is one of the best ways that so many companies improve their image and become much more approachable in the eyes of customers, or even the employees within the business. Social media, when it is used in a social way, is a great business tool and a fun hub of interaction for people on both sides of the business table.
Lina Martinez has her B.S. in Journalism and a regular contributor to our Politics, Life and Money sections. She once admitted over drinks to singing "Careless Whisper" in the shower. We are still trying to get her to sing it at karaoke.