Marketing a startup or reconsidering existing brand image is huge. It has the potential to propel your performance and drive profits when executed well. In turn, it could be a costly and laborious effort that delivers little reward. This is a list of cost effective methods to cultivate effective awareness for your mission, with items as small as lanyards, hosting events and writing style. 

Bridge The Gap Between On And Offline Branding

Digital marketing is the most cost effective and results-driven way to build up a brand image. The various platforms allow you to directly connect and communicate with your customers and can serve as extremely affordable customer service lines and channels of communication. It’s easier to establish an aesthetic online because you can plan everything, assess it before it goes live and carefully curate every image you post. There is less flexibility with offline marketing, but it is critical that your business is cohesive in order to capture a bigger, and more valuable, audience. Small items can link the two landscapes together, ensuring your offline users become instore customers. This could be anything from lanyards and staff uniforms to the décor in your store and matching your atmosphere to your aesthetic. Bridging the gap is not expensive to implement, it simply requires conscious thought and cultivation, but could deliver fantastic reward. 

Perfect Your Online Platform 

It’s not just eCommerce companies that must have a faultless website in order to capture conversions and make money online. Every company, organisation and business model can profit from honing their website and making it work for them. Set up a website with what you want your users to do online in mind, focusing on their needs and expectations above all else. Ensure that the website is responsive and sleek, without being complicated as users don’t want to work for their information because search engines mean that they have access to so many other options. 

Search engine optimisation, as well as other online marketing methods, can be implemented at this time, depending on your budget. Deploying a comprehensive strategy that is backed up by data will make sure that you can be found online by your customers. 

Choosing And Cultivating A Tone Of Voice

The words you choose to use, the style in which you write conveys attitudes, concepts and establishes alignments with customers. Before you even set up shop and start building a community of customers, consider how you want to talk to them. This can help you to refine entire marketing strategies, ensuring you are targeting the valuable audiences with your use of language. Clear, concise and formal language are best for formal businesses to display authority and professionality. In turn, colloquial word choices, heavy with descriptions and personality-infused linguistics and word patterns is much better for B2C, retailers and services that might be considered ‘a treat’, as it inspires customers to engage and act with your brand. 

Connect, Don’t Just Compete 

Consumers understand their purchasing power now more than ever. They are more likely to withhold their money and boycott companies that they do not believe are worthy of their money. This means, as a company, you have to earn customer loyalty. 

In competitive industries, it could seem tempting to tear down or just directly take on those who occupy the market share that you want. However, research shows that consumers now believe this to be a bit cheap amongst independent businesses. Market your company alongside other brands, hosting events within the community and contributing. This will cultivate a supportive, ethical business image that consumers choose to believe in. All the while, make sure your brand personality and marketable USPs are front and centre to help you shine!