You’ll need to play to your brand’s strengths in whatever you do. One of the fundamentals of marketing is to use everything at your disposal to get ahead of the competition and depending on what you do, that could mean all sorts of things.
Communicate
It might be communication through social media or a large scale mobile marketing campaign (take a look at GlobalMessaging for examples of this). If you’re good with words and your brand has a great story to tell then you should get the word out there.
If you have a story behind your brand and someone who knows how to tell it then it can be easy to get into the local and national press. Speak to journalists about what you do, where you came from and how your brand evolved. This is a great way to boost brand awareness and reach people on an emotional level, especially if you have something everyone can relate to.
Show off with great imagery
If you have a very visual brand then you should use this to your advantage. Submit photos for awards, make sure journalists and bloggers have access to your image library and make sure you post photos across social media.
If it’s within your staff’s skill set, design graphics to go with blog posts and onto sites like Pinterest but make sure to keep it all on brand so people know where these great graphics are coming from. A lot of brands do this but you can keep the costs down by doing it in house.
Technology know-how
If you run a technology business then you should show yourselves as experts in your area. You can do this with blog posts about your industry or through your social accounts. You could even take this one step further and speak at conferences, give lectures and comment on technology news in the press.
If you can use your strengths in this industry to gain credibility as an expert, you’ll easily win the confidence of your customers.
Building partnerships
If your brand works with all sorts of people and companies then you should use this to your advantage, use these networking skills to meet new people and to create partnerships that can propel your brand forward.
This can be done in so many ways. If you work with different companies on a day-to-day basis, it might be worth getting in touch with the big players to see if they want to collaborate on any joint advertising, to share customer databases, or work together on a special event.
Your niche expertise
If you are one of the few companies in a niche then this can certainly be viewed as a strength. Not only will you get the work you need but you’ll also be able to help other companies who might need niche expertise.
Establish yourself as the go-to source of information on everything in your niche and stick to it.
