Foundation for Conversions
Identity + Reach ^ Traction > Conversions
Designing and implementing effective positioning, tools, systems, and processes establishes a solid foundation for growth. Many budding and young ventures could benefit from a deeper understanding of how and why an effective Brand design/message positioning package marks your territory. The concept encompasses far more than just a logo and name.
Due to a high churn rate (9 out of 10 businesses fail: YouTube: 5 Reasons for STRATEGY) among the 540,000 businesses that begin monthly in the US alone, we can see the benefit in making your business memorable and instantly relevant to your targets. Planners win.
A well-crafted Brand Identity is essential to this winning strategy. Make sure yours is in place, and working for you by the time you open your doors or launch online.
Confusion about the need for, and process behind, full development of a solid Brand Identity keeps many emerging ventures in the dark about what actually drives conversion. Online propaganda, advertising, and blog posts about SEO lead less experienced business owners and executives to believe that Search Engine Optimization and analytics (tactics) are the primary road to snagging and holding visitor attention. Even worse, the promoted belief is: with enough traffic, sales will automatically follow.
This flawed logic skips past the essentials: image and message positioning effectiveness, agreement, consistency, clarity, and calls to action must be prominently integrated as a strategic core. Without a clear, clean, credible expression of Brand Identity – on a website, and throughout every other promotional channel & point of presence – there is nothing for a customer to recognize about your differentiation that will compel them to purchase from you instead of the competition.
Yet the myth prevails: “if you build it [and invest hundreds or thousands monthly in SEO], they will come.” You may eventually get traffic. Of course, even with good content-based SEO, that takes time. Bottom-line: where’s the formula for converting any traffic you may receive, regardless of its source?
That is where your Brand message serves its purpose. This core foundation shows (and briefly tells) your targets what you can offer them that other businesses cannot.
Here’s the problem: if new visitors are given no reason to stick and stay, you have lost them forever. Bounce new visitors, and lose their potential spend: revenue & profit potential for the lifetime of the customer.
Attention spans are short. People have no interest in wading through paragraphs and pages of text to find a solution to their problem when they get ready to buy. They need to be able to instantly see and realize why they should do business with you instead of the competition.
A visitor who arrives on your website with an explicit need, ready to make a purchasing decision, wants to be immediately shown why they should buy from you: what is your value proposition? If that is not evident, when a page is cluttered, disorganized, text laden, or focused on features instead of benefits…that visitor is headed to the next site.
Being prepared with an effective, compelling Brand Identity from the time of launch means making the most of every interaction. Grab attention and engage interest. Develop that interest and increase traction. Reinforce that traction by converting the visitor into a customer. Also, offer each visitor a reason to tell their friends about your business too, in order to secure quick-converting referrals.
Brand Identity development requires thinking strategically about how you want to be seen and remembered. What speaks to your audience and their needs? What will they recognize and recall about your product or service? What do you want them to associate with, and understand about, your Brand message when they see your logo?
In the same way that we select a specific suit, phone, computer, briefcase, articulated terminology, hairstyle, set of mannerisms, and posture to convey our personal image…this is the way we must consider expressing our venture’s best assets: through a cogent Brand Identity that eventually reinforces Brand Recognition as well. A name, logo, URL, image series, and/or combination of talking points that requires decoding and lengthy explanations is not going to serve our purpose.
After all, Nike, Google, Apple, Adidas, Amazon and the other big brands have spent billions in outbound marketing campaigns over decades of time to become etched in the public’s memory and psyche. Unless you have the budget for that (even if you did, you still want to address your targets and their explicit needs as a priority), craft a Brand ID that shows, rather than having to tell.
Another way to think of this is showcasing the experience of your company and its products/services. With luxury cars as your product, you may be inclined to discuss horsepower, maneuverability, performance, and other features of the vehicle. However, what makes an impression – and sells cars – is a driver behind the wheel feeling the difference: experiencing the benefits. After all, 90% of all purchasing decisions are made subconsciously.
We make in the neighborhood of 10,000 decisions every day. Decisions come faster and easier when we can follow our feelings for the right direction to take. Offers that evoke emotions always win.
Clearly, effectiveness of Brand Identity – far more than a logo, slogan, and color scheme – makes or breaks businesses every day. Companies that recognize this fact, and its importance, are the ones that endure. They find success, market share, mind share, and revenues at every stage of growth. After all, they planned for it → they designed it that way.
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