Blog : brand identity

Authority and Reputation Positioning

Authority and Reputation Positioning

Establishing yourself as an authority within your industry allows you to pave the way for industry developments, rather than following in others’ footsteps. At one point, the leading industry authority may have been the business with the biggest ad budget. A prospective customer 30 years ago may have flipped through the yellow pages and settled with the first listed company. With the rise of the Internet, it’s become increasingly difficult to create customer trust and loyalty.

An industry authority holds a unique type of responsibility that exceeds simply having expert knowledge. Their wisdom is specialized and personalized, allowing them to make decisions to move the industry in a specific direction.

Being an authority in your industry gives you credibility.

According to Zipf’s Law, consumers’ verbalized preference of a brand directly correlates with their actual buying habits. They’ll intentionally narrow their possible choices of a brand until there are a couple preferred products. In other words, the companies which have established enough rapport will be the competitors who remain. Lesser known brands will no longer be the choice of consumers. If your company is the one they think of when they think of that industry, it will be the one that customers continue to go to.

Developing this trust is vital because it turns one-time customers into lifetime customers. Loyalty creates shorter sales cycles by reducing any doubt or worry potential clients may have about working with you, and develops long-term relationships that develop a consistent revenue stream. In essence, authority leads to brand recognition, and in turn, profitability.

There a few steps you can take to becoming an authority in your industry:

  • Develop a specialization. Companies that have a specific niche focus have a specific client focus. Specialization allows you to personally cater to clients.
  • Choose the right channels of communication. Understanding the demographic of your audience will allow you to better know where they’re getting their information from and develop a relationship with them. What social media sites do they use most? Do they respond better to videos or images?
  • Understand what your clients value. Knowing the age of your target audience is one thing, but understanding their behavior is just as important. Creating a psychographic profile your audience will help you provide a product or service that they value.
  • Don’t be afraid to take risks. As an authority, you’re not following the status quo. You’re setting it, allowing others in your industry to follow your lead.
  • Address industry changes openly. Be innovative; being an authority in your industry isn’t going to come from doing what every other company is doing.

Studies have shown time and time again that when bombarded with choices, customers will go with the product brand they’re familiar with. In the same way that a customer in a grocery store will pick up the Heinz ketchup bottle because they recognize the brand, your customers will rely on the authority in your industry. Developing trust and establishing yourself as an authority is key to building customer loyalty.

Audience retargeting in social media

Audience retargeting in social media

Advertisers use the practice of ‘audience retargeting’ in order to market a product to the most relevant audience. Social media has become one of the most vital parts of modern society because of its focused ability to meet this need.

The practice of retargeting allows companies to specifically target consumers who have previously demonstrated an interest in their goods or services. Manipulated content allows companies to place their brand freshly into the audience’s mind.

It is significant to focus on consumers who are truly engaged with a brand. In order to grow a business, it is critical to interact, stand out and appeal to your audience.

Facebook is extremely successful in terms of rebranding. They have access to critical data covering a fifth of the entire population of the planet. Because of this powerful information, they are able to place a specific ad in front of a specific person at a specific moment.

The data entered on Facebook pages such as personal preferences, searches, interests, and likes is identified, indexed and stored. Once the information is processed, they match commercial clients to your interests. It is not coincidental that as you search the web for a new computer, ads from electronic companies begin appearing.

The concept of retargeting is essentially a cycle. It begins when a potential customer visits a website and make a request. An association is established between that person and certain markets. As that person continues to ‘surf’, greater amounts of detail about that individual is gathered by various groups. As that person spends time on the internet, much of the commercial results surrounding that person will be molded to their tastes. The cycle both begins and returns to the individual.

By placing focused advertisements in front of a specific audience, companies are able to achieve a couple of critical goals. They maximize the effectiveness of their advertising budget. They’re able to place their advertisements directly before the audience most apt to make a specific purchase decision.

In the end, retargeting is the main tool used to manipulate consumer traffic towards your website. Contact Colure’s marketing staff to discuss the most effective exposure for your company. 

Successful Content Marketing Campaigns

Successful Content Marketing Campaigns

Content marketing is the technique for creating and sharing free content to provide the consumer with an additional level of product interaction. It is meant to attract new customers and to encourage current customers into developing a loyal, repeat business. But, it should be more than a portion of a company or product. It should be used as a tool to engage your audience.

Four successful content marketing campaigns:

  • Birchbox – a monthly subscription service that provides an array of carefully selected beauty samples to customers. They use content marketing to enhance the online shopping experience for their customers. Birchbox features articles about personal grooming, fitness, and popular beauty products to engage its customers. This has been the key to Birchbox’s success, allowing Birchbox to create an interactive experience for customers as if they were in a store.
  • Red Bull – the energy drink maker uses its content marketing to blend in with the community that enjoys its products. Red Bull specifically chooses to be associated with extreme sports through their advertising. They provide featured videos, films and photos of extreme sports and stunts to associate high energy with the essence of its community.
  • MasterCard – the financial institution uses their content marketing to create a hassle-free, convenient way for costumers to enjoy MasterCard’s features. On the MasterCard website, MasterCard offers features such as a saving calculator and debt FAQs to assist customers with their finances. To minimize inconvenience for it’s customers, helpful videos and ATM locators are located in its “Priceless Pointers” section on its website.
  • Kraft – the international food conglomerate, mastered the use of content long before it was a popular marketing technique. Kraft’s website features recipes, tips, ideas, and videos to assist customers with their products. They understand the power of connecting with their customers. Kraft has created a forum where customers can go beyond simply sharing their recipes. Customers experience those products on a most basic human level – while breaking bread. Kraft expanded its brand from simply selling their products to forming an online community that has become ingrained in the lives of its consumers.

A company’s content marketing has to be relevant to the company’s mission, products, and services. It should allow customers to consistently learn and engage with a brand. As content marketing continues to grow, it proves to be more of a long-lasting relationship than a trend. Content marketing will continue to be a necessity for companies to grow and actively engage their customers.

Contact Colure’s team to discuss marketing strategies for your business. See how a focused approach on your project can dramatically modify your performance in the marketplace.

Harvard Business Event

Harvard Business Event

Today Colure was invited to attend the Harvard Business event and special guest was Movado’s CEO Efraim Grinberg. He said something that I had to share!  “There are always alternatives to time and watches. But we work with iconic brands. You can close your eyes and you can see our watches, it’s design.”

 

Movado 3Movado 4

Branding Lecture at NYU

Branding Lecture at NYU

Richard Solomon, Executive Creative Director explains branding during a speech he made as a guest lecturer at NYU:

“Most times I would talk branding and show examples. The last time I did a lecture, I walked pass the Apple Store downtown and had an idea. In class I told the students I was looking to get a new Smartphone and asked if they could give me any recommendations. They all had one – the majority iPhones some Droids. I went around and they said things like “I love it…”, “It’s the best…”, “I do everything with it, great”, “awesome”… At that point I stop and said “think about what you guys just did. You used words like, love, great, best, and awesome to describe an inanimate object that’s less than a pound and fits in your pocket. That’s branding at its best, a strong emotional relationship between a product or service and a consumer – class dismissed”

 

World Entrepreneur Summit

World Entrepreneur Summit

Colure Media co-sponsored the World Entrepreneur Summit: Building a better tomorrow is important today!

WES On South America & Caribbean: The World Entrepreneurship Summit 2014: South America & Caribbean took place Tue February 18th at Mercy College, Manhattan. Organized by New York Business Consultants, LLC the event brought together a distinguished group of business leaders, academics, ambassadors and other thought leaders.

WES logo

Colure Media’s Marketing Director Patrice Gervais shakes hands with Colure’s Co-Founder William Belle.

WES Pat & Will

wes pic