Guest Writer Jane Norton
Jane Norton is a freelance writer, editor, and mother of two. She spent a decade in the travel industry, working in everything from hospitality, to guiding tours, to planning luxury trips. When she's…See full bio
California is home to some of the most beloved brands in the country, including Apple, Chevron, HP, and Disney. When creating a brand of your own, it is important to make it as appealing and robust as possible. This will make it significantly easier to remain competitive in a fast-paced world.
While brand development may seem like a daunting task for anyone who is not experienced in the field, a few basic tips can make it considerably easier to stand out from the competition. Aside from ensuring your brand is inclusive, creating a strong online presence and keeping your messaging consistent can also prove to be very beneficial.
Establishing a strong brand identity is essential if you want your business to succeed, particularly in a place as competitive as California. Thankfully, these useful tips will make it considerably easier to create an awesome and effective brand.
When building a brand, it is very important that inclusivity is woven into all aspects, including the logo design, marketing materials, and the brand’s vision and mission statements. While California is one of the most diverse states in the nation, according to finance site WalletHub, a concerted effort must still be made to ensure your brand is free of racism and unconscious bias.
Making your brand as inclusive as possible is not only morally correct, but it can also boost your business. Race-inclusive companies have been found to enjoy financial returns up to 35 percent higher than the national industry average, according to McKinsey’s Diversity Matters report.
During the course of 2019, there were more than 3.8 million Google searches per minute, many in a bid to find information about a local business. In this day and age, no brand can afford to be without an online presence. An online presence not only helps a brand gain credibility and attract new customers, but also provides clients with additional communication and information channels so they can connect with the brand and find out more about its offerings.
It is important to curate your online presence carefully, as not all brands will benefit from all online platforms. Renowned author and blogger Jeff Bullas recently shared great advice: He said, “Build your own online platform—such as a blog or website that you own—then amplify your content and engage with your audience on social networks.”
Remember to always be authentic when engaging online, and create content that is both eye-catching and relevant.
Consistency is key if you want your brand to remain relevant in the very competitive California business realm. Regardless of whether you make use of print media, TV, and radio advertisements or you focus your marketing effort around social media, it is imperative that you keep your brand strategy consistent.
The message you promote on your website needs to be the same as the one portrayed in your newsletter and across all your social media accounts, for instance. If your brand messaging isn’t consistent, clients can find it increasingly difficult to relate to your company, which can ultimately lead to a diminished competitive advantage.
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