Learning to Expand Your Brand: Share Your Brand

Nov 18, 2012 | Blogs, Brand, E-mail, Traditional Marketing, Websites

By: Paul Kent

In my last blog I shared with you the importance of knowing your brand and how it is the first step in expanding your brand. This time around, I will be discussing how to share your brand. It is VITALLY important that you know your brand before you attempt to share your brand. Sharing your brand is a very tricky process, and if you jump into sharing before you truly know what your brand is, it could potentially be destructive.

So, let’s assume that you do know your brand. (Reputation + Story + Marketing) Now you need to let other people know about your brand. Sharing your brand allows you to tell your story to those who are not familiar with you or your business. So, how can you share your brand with those you interact with? There are a number of different avenues that you can take advantage of to share your brand. Here are some ideas:

1) Social Media

  • Set up your business on social media accounts. Use these accounts to share what’s going on with your business “right now.” Social Media is crucial for keeping your brand in the minds of those who are interested in your brand.

2) Blog

  • Start blogging! A blog is a perfect way to share your entire story! In your blog you can share about why you do what you do, what motivates you and your business, and share your expertise with those who are interested. It’s a great way for people to find out about what you value and what your company is all about.

3) Email/E-newsletter

  • Put together a regularly scheduled email blast that you send out to your email list. Make sure your customers/clients are up to date with what’s going on inside your business. This will create a sense of openness and transparency and will let your customers and others who receive the e-blast feel more involved.

4) Print

  • There are many, many different ways that your business can take advantage of print media to share its brand. Whether it be through local sponsoring of events, press releases, or even billboards, there are endless opportunities to share your brand through print.

5) Website

  • Your website should be an “all-in-one” information source for your brand. It should have your story and should be a perfect visual representation of what your brand is all about. Someone surfing the web that comes across your page should get a pretty good feel for what your company is about, even if they’ve never heard of it. Your website is also a great lead generator, so it’s crucial to be sharing your brand on your website.

These are just five broad categories/avenues through which you should be sharing your brand. Each has its advantages and each reaches a different group of people, which is why it is so important to share your brand across each of these categories. However, when you are sharing your brand across so many different platforms, there are a few things that you need to keep in mind.

1) Accurately Portray Your Brand

  • This one may be obvious, but I feel it is important to include. When you are sharing your brand, it is important to paint a realistic picture for your audience. Don’t try to change your brand to be something it isn’t just to appeal to a different audience. Make sure that you are giving an accurate representation of your brand and don’t try to be something you’re not.

2) Consistency is Crucial

  • As important as it is to share your brand across multiple platforms, it is equally important that the message you are conveying is consistent. If you are conveying different messages in different places it can confuse the audience, which can damage their view of your brand. Regularly check everywhere your brand shows up and make sure you are communicating a consistent message.

3) Avoid Overexposure

  • Nobody likes spam. Nobody. So make sure not to drown your audience in content. No matter how useful or how good your content is, if there is too much of it, people will get sick of seeing it. Just make sure to be regularly in front of your audience, but not hogging the spotlight. Create a schedule to avoid an overexposure situation that will eventually shrink your audience size.

So go take a look at how and where you are sharing your brand. Make sure it is accurate, consistent, and not overexposing. If you share your brand correctly, people will get a true feel for what you and your company represent, and will be much more willing to work with you or refer you to someone else.

Next week we will be taking a look at how to grow your brand, so make sure to check back!

Paul Kent
Community Manager
View Paul's Profile

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