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Date of Publication: 18 April 2023
Cost-Effective Branding Strategy to Build a Strong Brand Online
In today’s highly competitive business landscape, establishing a strong brand presence is critical to the success of any business. However, building a powerful brand can be an expensive proposition, especially for small and medium-sized businesses with limited budgets. This is where cost-effective branding strategy come into play.
certain strategies help to build brand presence within the limited budget and can make a lasting impression on your customer. By implementing creative and budget-friendly strategies, you can create a powerful brand that resonates with your target audience and sets your business apart from the competition.
In this blog post, we will explore proven cost-effective strategies for brand development. We will discuss the importance of social media, the power of consistency, and more. Whether you’re a startup or an established business, a cost-effective branding strategy can help you establish a strong brand presence and attract and retain customers.
Anirban Guha
Digital Marketing Expert | Media Strategist | Entrepreneur
Table of Contents
Build Strong Brand Online – Why is it necessary
To begin with I will discuss why a strong brand presence in the digital space is critical for businesses and the benefits it can bring, such as increased customer loyalty, greater brand recognition, and higher revenue eventually.
Having a strong brand presence online is more important than ever before. With a rapidly growing and highly competitive market, businesses need to establish a strong brand identity and a complete tunning of brand persona and buyer persona to attract customers, and engage and delight them, to set your brand apart from others.
One of the key benefits of a strong brand presence is increased customer loyalty. When delighted customers identify with a brand and its values, they are more likely to stay loyal to that brand over time, even be advocates of your brand. This is particularly important, especially in the Indian context, where brand loyalty is often passed down from generation to generation.
A more profound and deep presence online can lead to greater brand recognition. Set of core values, ideas, and voices that sets you apart. You need to establish this in the digital space where customers are bombarded with marketing messages from a variety of sources. A strong brand can cut through the noise and create a lasting impression in the minds of customers.
The stronger your presence and brand identity higher will be your revenue. This is because a strong brand creates attachment and demand that gives you the bargaining power to higher prices for your products or services. Over the years I have seen that customers are often willing to pay more for a brand they trust and identify with. The last few years have witnessed a sea-change in buyer behaviors in India and elsewhere. Millennials and Gen Zers becoming the modern buyers replacing older generations. Customers are increasingly willing to pay for quality and value. Having a strong brand can empower you with a significant advantage.
Besides, a strong brand presence can help businesses establish credibility and authority in their industry.
Cost-Effective Branding Strategy Leveraging Social Media
YouTube and Facebook have become the top two platforms with the highest ad reach (in terms of percentage of the population reached, that too added the benefit of audience targeting using demographic, geographic, and interest-based parameters). Their reach is way more than any newspaper or television channel or radio may offer. When it comes to Cost-Per-Reach these two platforms are about less than one-third the cost of traditional media.
Social media offers businesses to connect with their customers and build brand recognition. Here are some cost-effective branding strategies that can help your business:
Develop a Consistent Brand Voice:
Your brand voice should be consistent across all social media channels. This means using the same language, tone, and personality in all your social media posts.
Engage with Your Audience:
Social media is a two-way conversation. Engage with your audience by responding to comments and messages. This will help you build a relationship with your customers and make them feel valued.
Use High-Quality Visuals:
Visual content is more engaging than text-only content. Use high-quality images, videos, and graphics to grab your audience’s attention.
Utilize Hashtags:
Hashtags can help you reach a larger audience on social media. Use relevant hashtags in your posts to increase visibility and engagement.
Collaborate with Influencers:
Partnering with influencers can help you reach a new audience and build credibility. Find influencers in your industry and collaborate with them to promote your brand.
User-Generated Contents:
User-generated content (UGC) has become an increasingly popular way for businesses to connect with their audience and build brand awareness. UGC refers to any content created by customers or users of a product or service, such as social media posts, reviews, photos, and videos.
One of the main benefits of UGC is that it can provide authentic and relatable content that resonates with your target audience. UGC also allows businesses to involve their customers in their marketing efforts, creating a sense of community and engagement.
Offer Exclusive Content:
Offer exclusive content to your social media followers, such as discounts, giveaways, or behind-the-scenes access. This will encourage them to follow and engage with your brand.
Analyse Your Results:
Use analytics tools to track your social media performance. Analyze your results and adjust your strategy accordingly to optimize your social media branding efforts.
Remember, social media branding is a long-term strategy. It takes time and effort to build a strong brand presence on social media, but the results can be significant. By implementing these cost-effective strategies, you can build a strong brand on social media without breaking the bank.
Consistency is the Key
Consistency in branding is crucial to building brand recognition and trust with your target audience. It means that all the elements of your brand, including your logo, messaging, colors, and tone, should be consistent across all touchpoints and channels where your brand is present.
Here are some reasons why consistency is key to designing and implementing a cost-effective branding strategy:
Builds Trust and Recognition:
Consistency helps build trust and recognition with your audience. When your brand elements are consistent, customers will remember your brand more easily and be more likely to trust your products or services.
Makes Your Brand Stand Out:
Consistency helps your brand stand out in a crowded market. By having a unique and consistent brand identity, you can differentiate yourself from competitors and establish a strong market position.
Enhances Brand Equity:
Consistency enhances brand equity, which refers to the value and perception of your brand in the eyes of customers. The more consistent your brand, the stronger your brand equity will be.
Increases Brand Loyalty:
Consistency helps build brand loyalty. When customers have positive experiences with your brand, they are more likely to become repeat customers and recommend your brand to others.
To achieve consistency in branding, it’s essential to develop brand guidelines that outline your brand’s visual and messaging elements, including your logo, typography, color palette, tone, and voice. These guidelines should be followed across all channels, including social media, website, packaging, advertising, and other marketing materials.
Overall, consistency in branding is crucial for building a strong, recognizable, and trustworthy brand that resonates with your target audience.
Proven Cost-effective Promotional Strategies to Build Brands
Advertising can be expensive, but they offer cost-effective branding strategies that businesses can use to reach their target audience without breaking the bank. Here are some advertising options to design a cost-effective branding strategy,
Social Media Advertising:
Social media advertising allows businesses to reach a targeted audience at a lower cost than traditional advertising methods. Platforms like Facebook, Instagram, Twitter, and LinkedIn offer affordable advertising options that can be targeted based on demographics, interests, behaviors, and more.
Email Marketing:
Email marketing is a cost-effective way to reach customers and promote your business. By building an email list and sending targeted emails, businesses can keep customers engaged and informed about their products or services.
Content Marketing:
Content marketing involves creating valuable and relevant content to attract and engage your target audience. This can include blog posts, videos, infographics, and more. By creating content that educates and entertains your audience, you can build brand awareness and trust without spending a lot of money on advertising.
Search Engine Optimization (SEO):
SEO involves optimizing your website and content to rank higher in search engine results. By optimizing for relevant keywords and providing valuable content, businesses can attract organic traffic to their website and increase visibility without paying for ads.
Referral Programs:
Referral programs encourage existing customers to refer new customers to your business. By offering incentives or rewards for referrals, businesses can leverage their existing customer base to attract new customers without spending a lot on advertising.
PPC Advertising Strategies
PPC (Pay-per-Click) advertising is a highly effective digital marketing strategy that can help businesses drive targeted traffic to their website and increase conversions. However, PPC advertising can also be expensive, especially for small businesses with limited budgets. Here are some PPC options to design a cost-effective branding strategy,
Use Long-Tail Keywords:
Long-tail keywords are longer, more specific keywords that are less competitive and less expensive than broad keywords. By targeting long-tail keywords, businesses can attract more targeted traffic to their website and lower their cost-per-click (CPC).
Target Low Competition Geographies:
By targeting areas with low competition, businesses can lower their CPC and maximize their advertising budget. This can include targeting specific neighbourhoods or areas, rather than entire cities or regions.
Optimize Landing Pages:
The landing page is the page on your website that users land on after clicking on your ad. By optimizing your landing page for the keywords, you are targeting, you can improve your ad relevance and quality score, which can lower your CPC and improve your ad position.
Use Ad Scheduling:
Ad scheduling allows businesses to target their ads during specific times of the day or week when their target audience is most active. By scheduling ads during peak hours, businesses can maximize their ad spend and improve their ROI.
Target Specific Devices:
By targeting specific devices, such as mobile devices or desktops, businesses can optimize their ad campaigns and lower their CPC. This can be especially effective for businesses targeting mobile users, as mobile clicks tend to be less expensive than desktop clicks.
Use Negative Keywords:
Negative keywords are keywords that you don’t want your ads to show for. By using negative keywords, businesses can avoid showing ads for irrelevant searches and lower their ad spend.
Retargeting Ads:
Retargeting ads can be a cost-effective advertising strategy because they target consumers who have already shown interest in your product or service.
Retargeting ads work by placing a cookie on a user’s browser when they visit your website, which allows you to show them targeted ads when they visit other websites or social media platforms.
Compared to other forms of advertising, retargeting ads can be more cost-effective because they have a higher conversion rate. Since retargeting ads are shown to people who have already interacted with your brand, they are more likely to be interested in making a purchase or taking some other action. This means that retargeting ads can have a higher return on investment (ROI) than other types of advertising.
Retargeting ads allow you to focus your advertising budget on a specific audience. Instead of spending money on advertising to a broad audience, you can target your ads to people who have already shown interest in your brand, which can help you get more out of your advertising budget.
Leveraging Customer Feedback as a Cost-Effective Branding Strategy Online
Leveraging customer feedback is a cost-effective way to build your brand online because it allows you to tap into the power of word-of-mouth marketing. Here are some ways you can leverage customer feedback to build your brand:
Encourage Customer Reviews:
Encourage your customers to leave reviews on your website, social media pages, and other online platforms. Positive reviews can help build your brand’s reputation and attract new customers. Be sure to respond to all reviews, both positive and negative, to show that you value your customers’ feedback.
Use Customer Feedback to Improve Your Products or Services:
Take the feedback you receive from customers seriously and use it to improve your products or services. This will help build customer loyalty and encourage repeat business.
Share Customer Success Stories:
Share customer success stories on your website, social media pages, and other online platforms. This can help build trust with potential customers and show them how your product or service can benefit them.
Address Customer Complaints:
If you receive negative feedback from a customer, address their complaint in a timely and professional manner. This can help turn a negative experience into a positive one and show other customers that you value their feedback and are willing to make things right.
Monitor Online Conversations About Your Brand:
Use social media monitoring tools to keep track of what people are saying about your brand online. This can help you address any negative feedback or complaints quickly and ensure that your brand is always presented in a positive light.
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About the Author - Anirban Guha
Anirban Guha is an MBA graduate from Amity University, Noida. Starting his career with The Times of India Group, he has spent over 16 years in advertising and has been the founder-director of an award-winning digital marketing agency, Tejom Digital for over 6 years. He has worked with some of the top brands in India and beyond. He is an expert in creative design and digital marketing. He is passionate about helping businesses reach their goals. Beside his professional life, Anirban is an avid reader, a movie buff, a passionate gardener, an art enthusiast, and a foodie.