by Hannah Bower on June 16, 2017

The Importance Of Clear Branding And Clear Marketing


The last thing your marketing efforts should be is confusing.

Confusing messages, branding, or marketing provide less chances of attracting people to your content or site, let alone sales opportunities.

Your marketing and branding should be clear, to the point, and leave no room for people to speculate who you are and what you do.

For example, I pass the same business sign on my way to work everyday.

The sign has the name of their company followed by the line "Our vision is the future" underneath.

My reaction the first time I saw this sign was - "what the hell does that even mean?!"

To this day, I still have no idea who they are or what they do. 

Your brand is a promise - potential clients should know exactly what to expect from you and whether you can solve their problem.

If you sell microwaves, and only microwaves, your brand should not market itself as a kitchen appliance store.

if you did, you would likely attract people looking for refrigerators, blenders, stoves, ect., not just those looking for microwaves.

Were that the case, people would come into your store only to be disappointed that you did not sell the kitchen appliance they were looking for.

Not only would you be wasting their time, but your own as well!

Your aim should not be to attract everyone.

You want to attract qualified leads - people who are actually interested in and looking for what you do/what you sell.

In order to do so you need to narrow down your target audience, and then consider how you want that audience to perceive you.

A brand is considered your "visual first impression".

Ask yourself when you go to market your brand, will your target audience understand who you are and what you have to offer?

If you feel like there are any vague areas, or slightly confusing aresas, in your brand, try narrowing down what exactly your niche is as a business, and figure out how can best convey that to your potential clients.

Don't be let your brand elicit confusion - much like the sign I pass everyday does to me.

There's a possibility that the business behind that sign is someone I would be interested in connecting with; however, because I am unsure what they offer, I will never know - meaning they are missing out on potential business.

Don't turn away leads - avoid confusion.

Having a clear brand identity will make your marketing efforts clearier, and more attractive to your potential clients. 

 

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Hannah Bower

Jr. Inbound Marketing Consultant, and lover of all things art related, pursuing the creative life among the world of business and Inbound Marketing.