When it comes to creating the perfect brand, there’s no one-size-fits-all strategy. Even if there was an ultimate guide to branding, the marketplace and its trends change so frequently that it’s difficult to keep ahead of an ever-evolving space. To make sure that they’re constantly connecting with their customers in the most successful way possible, most organisations will need to dedicate some of their time and energy to staying ahead of the trends. Aside from creating a logo that suits the current style, thinking about whether a brand name needs to be changed, and adjusting a messaging system to meet with the personality of a buyer persona, a company needs to re-adjust their brand to respond to the requirements of the time. The question is, how can the average organization master branding in 2018?

Starting with an Audit

The easiest and most effective way to upgrade a marketing strategy is to start by finding out what people currently think about your company. Regardless of whether a company actively cultivates an identity for their firm or not, the chances are that their clients are already having a conversation about them online. To know whether that identity meets with modern standards, organisations will need to learn as much as they can. In 2018, companies can check their current reputation by googling their brand name, looking for relevant hashtags, or checking @Mentions. It’s also worth looking into specific tools that are designed to help with branding and social listening.

Build a Stronger Online Presence

A few years ago, the only thing a company could do to enhance their online presence was create a website, a blog, and maybe a Facebook and Twitter page. While each of these things still carry their own share of value, there are plenty of additional ways to boost online presence in 2018. For instance, Snapchat and Instagram are more popular than ever in a visually-focused marketplace. Additionally, video has grown increasingly popular among younger audiences, with YouTube channels for brands sprouting up around the world. There’s even the option to make the most of Facebook Live to offer behind-the scenes insights into what makes a brand so special.

Transparency and Relationships are Key

Finally, in 2018, a brand needs to be much more than just a name and logo. The right brand should be powerful because it builds affinity and trust with an audience. Customers want to be able to rely on their companies to give them the best possible experience every time, and customer satisfaction is quickly becoming one of the most important differentiators for any business. A company that can be transparent and focus on purpose will achieve better customer relationships in 2018, as clients look for more meaningful interactions in the crowded marketplace. Indeed, while companies have often shied away from social issues and political discussions in the past, 2018 is a time when all companies need to stand for something if they want their brand to shine.

Customers expect the best brands to voice their opinions on matters, even if this means alienating people outside of their key demographic.

Ronn Torossian is the CEO and Founder of 5W Public Relations.

Ronn Torossian with Israeli Ambassador Danny Danon

Ronn Torossian with Israeli Ambassador Danny Danon



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