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Before getting started with any type of marketing campaign, it's imperative to figure out what kind of brand identity you are looking to establish. Below are a few questions to help get you started with evaluating your branding strategy.
Are you focusing too much on your company?
This question is particularly relevant in the context of content creation. Many businesses get caught up in their own processes and write too much about themselves.
The problem with this is that it leaves consumers unsatisfied. When you create content, you need to think of how it will offer consumers value. According to this Marketing Land article, you should avoid topics that consumers likely won't care about:
"This is really the heart of the problem with content marketing and online marketing more generally. We tend to focus on our company’s needs, and not those of the user. So generally we have an inside-out view of things — how can we present ourselves to the outside world? Unfortunately that gets us into communicating in “we” mode, spouting off about things that your visitor really does not care about."
Rather than always trying to make a conversion or receive something in return, consider providing relevant information to your customers – simply just because you know they will find it useful.
Is your brand image consistent?
Another problem businesses struggle with is establishing a consistent brand identity. You can't market your brand to be innovative and creative and not back that up with your product development (i.e. if you’re going to talk the talk, you’ve got to walk the walk).
Moreover, you should make sure your marketing and sales teams are aligned. Your sales reps need to be on board with your marketing campaign, so that customers get the right image of your company across all channels.
Are you managing your reputation?
Your reputation plays a big role in your branding. If you're not managing your reputation, then your brand identity might be vulnerable.
This is especially true in the case of online reviews. Nowadays, just one negative Yelp or Google+ review can severely damage your company's reputation. You can prevent and mitigate these effects by managing your brand reputation at all times and establishing a positive brand identity.
These questions are meant to serve as a jumping off point. Other things are sure to arise that are specific to your company’s brand – just remember to remain consistent and to deliver on promises.