Brand building: this is how you inscribe yourself in the memory of the target audience

The success of the business depends on how much energy and expertise we put into brand building. The brand basically determines the marketability of the product or service, so it's no wonder that dozens of blogs and books deal with how to do this well. Meraki Marketing has contributed to the construction of countless brands. Based on our experience, we present 4 tools that will help you build a unique and successful brand!

Why is branding important?

Brand building is part of complex marketing activity. Its purpose is to convey the brand's message, build trust, and tell the "story". It plays a significant role in customer decisions, just think about it, we also prefer to buy from a webshop that seems reliable, that we know or that we have heard of.

Brand building is not about promoting products and services or new promotions. It means a much broader perspective than this, as it helps us to give the company an identity that customers can relate to more easily. And if they connect more easily, they remember the brand more easily, which means that brand awareness increases. And if they know, they are more likely to buy. And so the circle closes.

Brand building from the ground up

The first step is to design the brand identity. A logo and color palette are visual elements that identify a brand and make it instantly recognizable to people. The design of the logo and the choice of colors require careful planning, as they evoke the values and messages associated with the brand.

By defining a brand personality, we can attribute human qualities to the brand, which helps people identify with it. For example, a brand personality can be youthful and cheerful, or serious and reliable. Last but not least, the brand must develop a strong and effective message that reflects the values and goals that the brand stands for.

Conducting market research helps to map the needs, expectations and behavior of potential customers. Based on this information, it will be easier to develop a marketing strategy tailored to the target group.

Target group segmentation allows us to use branding and marketing resources more efficiently and to send targeted messages to different customer segments. The creation of buyer personas promotes an even deeper understanding of the target group. These fictitious characters represent different customer types and help you better understand which customers are looking for solutions to what problems and what communication can be used to effectively address them.

The focus is on the experience

Experiential branding is a strategy that focuses on consumers' emotions and experiences. Successful brands don't just offer products or services, they also offer a personal experience. Consumers will be more loyal to a brand that provides them with positive experiences.

During experience-based brand building, brands work out in detail what feelings and experiences they want to convey. It can be the design of a simple website where users can easily find the information they are looking for, or the experience of shopping in a luxury store where every detail is carefully designed and of high quality. The experience can therefore be very diverse, the main thing in all cases is to leave a positive impression on the consumer.

If we work well, as a result of our work, we will have brand-loyal customers and followers. If consumers have positive experiences with a brand, they will buy from them again and again. Customer loyalty is key to long-term business success, as loyal customers generate revenue for the business on a regular basis.

As a result of conscious branding, we will have committed consumers who not only buy regularly, but also gladly recommend our brand to their acquaintances and friends, playing the role of a kind of brand ambassador.

Brand building: good practices from Meraki

In the following, we present tools that have already been proven with us, so we confidently recommend them to everyone!

A professional website is a must

The website is one of the cornerstones and one of the most important channels of brand building. These digital contacts provide the basis of our online presence. A company website is like a CV for a job seeker. It is the first front line that the members of the target group meet, so they categorize our company based on this and decide whether it is worth browsing further or returning to the page.

A good website has an expressive design, is loaded with content that is relevant and meets the requirements of SEO, and the appropriate technical settings have been made.

As a result of our work, for example, Remred's website was created, which in 2021 was awarded the Website of the Year award in the category of industrial websites.

Raising awareness with audiovisual content

We have heard the mantra countless times that audiovisual content is much easier to remember, so it is worth using this weapon during branding as well. It is very important to present these contents on a good interface, with a good message and to a good audience, as this is the only way they can really resonate. And, of course, it goes without saying that it is not worth compromising on the quality of the construction.

At Meraki, thanks to the video business, we have created this kind of content for several of our clients. For SERCO Informatikai Zrt., for example, we started a video discussion series, IT Aktát, which continues to this day, with new episodes appearing every week. Read our case study about it!

Strengthening the expert position with digital publications

In the case of some brands, strengthening the expert status plays a particularly important role. Various digital and print publications can serve this purpose, in which the company's ethos, worldview, and the thoughts of the employees appear.

Digital publications can be easily distributed online, through the website, in newsletters, and print materials can be of good service at exhibitions and fairs.

Several publications have already been produced with the cooperation of Meraki: for example, we created online e-booklets for Bixpert, the purpose of which is to educate, and we launched a quarterly magazine for HRmaster.

Don't forget the employer brand

If it's branding, then it's worth looking into the employer brand as well. The two closely related areas build and support each other. A strong brand only attracts the best professionals, however, in order to collect valuable applicants, it is necessary to communicate the advantages of the brand from the employee point of view.

Our company produced employer brand short films for Abesse, the purpose of which was to increase the number of applicants. You can read more about the project here!

Your brand is the foundation of your business. Take care of it and entrust it to people who work for its development with their competent insights. From SMEs to large companies, Meraki finds the most suitable solution for everyone. Get in touch with us!