3 Tactics Every Business Should Use to Grow Their Brand

by Mar 23, 2017Branding

3 Tactics Every Business Should Use to Grow Their Brand

by | Mar 23, 2017

The internet is awash in ‘proven marketing strategies’ and the latest trendy tactics to grow your business. But with so many ideas, it can be hard to know which ones are worth pursuing and which ones are not a good fit for the way your business runs and the market you’re in. And many tactics just don’t translate to every business. So which ones to pick?

Well, let’s start with the fundamental.

Communicate your big ‘Why’…clearly.

As Simon Sinek says: “People don’t buy what you do; they buy why you do it. And what you do simply proves what you believe.” For most businesses, the story of why the owner or founder started the business and the mission the business continues to carry out through all of its products and services can be one of the most powerful tools in the marketing toolbox.

If there’s an underlying belief or value system that drives your business, use it. Make it part of all your communications and infuse it into the entire culture of your company – so much so that it becomes second nature to your staff’s planning, decisions, and behaviors. This culture will propel your brand to a whole new level of remarkable (and success) for every stakeholder, whether that’s employees, customers, owners, investors, partners, or vendors. When everyone sees the value and benefits of your mission they’ll be more bought-in, more loyal, and can better convey your unique story to others.

If you’re not sure you have a compelling mission or purpose behind your business, now is as good a time as any to discover yours. And this isn’t just for the sake of feeling better about yourself. Businesses that are purpose-driven – with a core set of values and mission driving their behavior – are more likely to be successful and out-perform their purpose-less competitors. There’s a whole litany of reasons for this and I suggest this article from Fast Company to help you unpack those.

Looking for a way to start discovering your purpose? Pull together your leadership team and start brainstorming for a couple hours to start the discovery process. Take a look at other purpose-driven companies like Patagonia, Thinx, Truce, and even B2B brands like IBM.

Find a specific audience to serve.

If you try to do what you do for everyone, you’ll find yourself attracting no one. But focusing on a particular niche or group of people (especially those that are underserved by your competitors) can put you at the top of the list when people are considering your product or service. Not only will you be proven an expert with this group, but they will be drawn to your empathy for them and the particular situations and context they find themselves in everyday. Be creative in finding your niche – think about the groups of people you already know, are passionate about, and can relate to. This can be a great starting point for finding your tribe – the group that you serve best for now. You can always target additional audiences later.

Only spend your marketing dollars where your audience is.

Once you define a niche to serve, you’ll find your marketing budget is much more focused. You only need to spend money on ads, content, events, and campaigns where your particular audience hangs out. If your audience uses LinkedIn way more than Twitter, don’t spend money on the latter and invest your money and time in the former. If your audience attends certain events, be there. And get creative – you don’t have to spend a ton of money to get in front of people. If there’s a certain conference your audience attends and renting booth is just not in your budget, you can still attend and do some creative social and digital ad campaigns around the event that attendees will notice and check out.

If you need an outside perspective or some clarity on a way forward, give me a holler. Happy Branding!

Resound Newsletter

Get more industry-leading branding and marketing insights like this delivered to you monthly.

Our Book Is Here!

Unlock the power of authentic branding to become a better marketer and business owner.

Latest Posts

Why Your Brand’s Location Still Matters

More than ever, everyone works, meets, and shops online.  It’s no surprise that companies which previously insisted on a brick and mortar location for their workers are now almost completely remote.  But regardless of that steadily encroaching fact, your brand’s...

How to Revive Your Company’s Strategy Culture

Most companies start with goals and a dream of success. But over time, and for multiple reasons, we end up losing our grip on strategy. Let’s talk about how to get back on the path of success by reviving your culture of strategy. Keeping to a strategy takes nerve. It...

Ins and Outs of Branding Your Organization

Here’s a riddle…although if you’ve been reading or listening recently, it’s more of a review question.  What do slick, wildly successful brands like Salesforce, Nike, and Apple have in common with England’s historic royal families? Aside from hype, hefty name...

Product Branding Versus Organization Branding

Which came first? The product or the organization?  While in many cases, the product stands tall—the splash it made, the awareness it sparked, and the customer loyalty it built. But even in those instances, you can make a good case for the organization. If we extend...

Omissions in Your Writing Process that Cripple Your Leadership

Thought leadership motivates your readers to see you as an expert. It can even give you monopoly power in your area of expertise. But building that leadership through great copy requires a process; a good one at that. Finding good writers is hard enough, but a process...

Brand Foundations Course

How to Unlock Your Remarkable Brand

Discover Your Brand Values, Brand Personality and Brand Story to get you and your team thinking about what your authentic brand is and how to manifest it.

Brand Webinars

Learn how to develop your brand’s foundation to get a competitive edge.

Unlock Your Remarkable Brand

Want to build unlock your remarkable brand and lasting relationships, but aren’t sure where to start? Set up a call and talk about it with Mike.

Your organization is remarkable – now start acting like it.

Our new book, You Are Remarkable, helps businesses and organizations unlock their authentic, genuine, real brand identities and express them effectively to their customers.