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  • Wednesday, 3 June 2020

    Maximising The Impact of Your Company's Brand


    Having a company of your own, or being given the responsibility of somebody else’s company, is a heavy weight to uphold. It takes courage, focus, and years of hard work to get to this place. It’s not something that can just happen overnight, and when we have worked our whole lives for something, we want it to reach its full potential.

    Your brand reaching its full potential can mean many things. The metric of success is not always monetary; many organizations prioritize their community impact over profit, while others push their universality as their most important element. No matter what your priorities are, the thing everybody wants and needs in order to be successful is the correct promotion. Whatever your goals, whatever your field of expertise, without anybody knowing your business’ name, you can’t grow and expand. 

    Promotional options


    There are many ways to promote your brand. Social media is a common tool to maximize visibility; although it can be a minefield, social media is the easiest way to cost-effectively push your message. Promoting your business in a personalized, approachable manner on Instagram, for example, lets people see what you’re truly about. It allows interactive, holistic interactions between your business and its customers. What’s more, social media is one of the only effective ways of reaching the younger generation.

    There are some companies or fields, however, which do not benefit from excessive usage of social media. Law firms, for example, are not best represented with hashtags. In these instances, using companies such as Elite Lawyer Management, who can effectively promote your law or publishing firm, is the best way to go. The financial sector can also benefit from this type of promotional tool; trading platforms, economic forecasters, and other similar groups might not benefit from being approachable and trendy on Instagram. Instead, using PR experts to help boost your company’s branding will take you a long way. 

    Finding your niche


    In the flurry of online activity, it’s difficult to pinpoint what makes your company stand out. Branding involves studying what you have to offer, your competition, your audience, and your unique qualities. This can take years to master. Finding your niche, that X factor which gives you the edge on your competitors, is absolutely essential. 

    Once you understand your branding, it’s easier to implement it and control it. Some different avenues for marketing to consider are:

    • Consistent and interesting email. Let’s face it, everyone checks their emails, every single day. Reaching people via this channel isn’t as interactive as social media, but is very professional, cost-effective, and straightforward.

    • Using different social platforms for different types of marketing. Social media is not one ‘thing’, not in 2020, anyway. There’s a huge difference between branding on Twitter and branding on Instagram. Researching and testing out your marketing on these platforms gives you a better idea of what each of them can do for you.

    • Keeping it minimal. Sometimes the simplest things in life are the most effective. Consider scaling down your marketing, making it more precise, and less widespread. 


    Sifiso Nkwanyana

    Author & Editor

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