Content’s ME, is a long-established brand development consultant in Bangkok, Thailand. During that time, we have built a solid reputation for providing our clients with a valuable brand-development journey.
Whether you are a brand-new start-up and you would like some expert assistance with building your brand culture, finding a unique voice, and bringing your business to life; or if you are an established business and you are looking at re-branding / giving it a fresh lick of paint, then we will gladly assist you.
But why is brand development so important? Let’s take a closer look…
Why Brand Development is important
Having a strong brand with a recognizable identity creates legitimacy, drives sales, and spurs growth.
With most industries saturated with competition these days, establishing a unique and recognizable brand name and identity is important if you want to separate yourself from your competitors and gain higher market share.
People are more likely to buy from a brand they are familiar with through word of mouth, advertisements or marketing material. Consumers also like to identify with a business’s culture, key staff, and value when making a buying decision.
As such, it is fair to say that brand development is in fact one of the most important aspects of running and growing a business. Without this unique finger-print, your prospective customers will have trouble not only identifying you amongst the wealth of competitors fighting for recognition, but they likely won’t remember you either.
Think about some of the most prominent brands in the world today: Amazon, Coca Cola, Apple, and Instagram etc. These brands are instantly recognisable and have consistent messaging across the board. So, if you wish to thrive and continue growing in the ever competitive digital marketplace, then you’ll need to emulate their dedication to refining their brand message and iconic cultures.
Brand development can
- Add credibility and integrity to your company
- Generate word of mouth and referral sales
- Establish you as a market leader in a competitive industry
- Achieve higher conversion rates on marketing and promotional efforts
- And so much more!
Brand development is quite simply the process of creating, shaping, and bolstering your professional services as a recognisable brand. As part of our brand development strategy at Content’s ME, we break it down into three key phases:
- First, we need to get your brand strategy right and align it with your business’s objectives (what do you aim to achieve / where do you see your business in three years?)
- Next, we need to develop all of the tools that you will use to communicate your brand to prospective customers (i.e., a quality brand, a catchy tagline, and a well-optimised website).
- And finally, we look at strengthening your newly developed / updated brand and continue encouraging future growth.
The brand development strategy will dictate how these three phases are approached and accomplished. Let’s break it down even further for you…
How Content’s ME Tackles Brand-Development
1 – Understanding Your Overall Business Strategy
They key to having an easily differentiable brand that will aid your business in growing, is understanding your overall business strategy. What type of business do you want to run? How much focus would you like to put into organic growth?
Your business’s strategy will provide us with the context upon which we can design your brand development strategy. So, the first step is for us to gain a thorough understanding of your business strategy—and in the process, hopefully aid you in improving it / dialling in your offer.
2 – Identifying Your ‘Ideal’ Target Audience
Think about the ideal customer that you would like to attract? Of course, when it comes to business, any business is good. However, the key to making this work long-term, is to refine your audience and tailor your brand-image and voice to resonate with that specific demographic.
It’s no secret that the most effective businesses, with high growth and high profits, are those who have a clearly defined target audience. Going after “everybody” is not going to cut it.
The more we can narrow down our focus, the faster we can help you achieve your business strategy goals. So, have you given much thought to the perfect demographic? Don’t worry if not, we have a lot of experience in this regard and will be able to help you in identifying the perfect customer! It’s all part of our brand development service package.
3 – Researching Your Ideal Demographic
The next phase of your brand development journey with Content’s ME, will be to research the ideal demographic. This isn’t a one-off either. Businesses who regularly research their demographic and pivot their brand-development accordingly experience the fastest and most consistent growth.
By researching your ideal demographic, we will gain a better understanding of your target client’s perspective, priorities, and pressure points. This valuable data will help us to anticipate their needs and develop your brand-voice in a way that will truly resonate with them on an emotional level (and the majority of purchasing decisions are sub-conscious, so adopting psychology in content-development is essential).
4 – Positioning Your Brand
Next we will look at determining your business’s brand position within your industry (aka marketing positioning). What is it that separates your business from others? What is your USP (unique selling point)? Why should potential customers choose to work with you as opposed to your many other competitors?
We need to develop a brand positioning statement that captures the very essence of who you are and what you do. It must also be grounded in truth, making promises that you can 100% deliver. And indeed, it must be aspirational too! Consumers love a brand with a mission.
5 – Developing Your Brand-Name, Logo, and a Tagline
Whether you need a new business name (as part of a re-brand or merger) or not, it is an important aspect of your brand identity. The same applies with your logo and tagline as well. These are not the brand itself, but a way to communicate your brand—and symbolism is important.
It is also important to remember that your logo, tagline, and business name are not for your benefit, but for your customers. So, when we develop a new brand-identify for a client, it can be beneficial to circulate various ideas through your social channels (see social media marketing) to gain more interaction with your audience. It can give them a sense of “ownership” over your brand and make them feel more involved with your development journey. It is not an essentiality however—ultimately, you are in the driving seat, we will simply act as a guide (and take care of all the grunt-work of course).
Developing a Successful Content Marketing Strategy
It’s all well and good having a beautiful brand, but without an effective content marketing strategy, you won’t be able to get the recognition that you deserve. Hence this important step in your brand development process: content marketing strategy. But why?
Content marketing is crucial in the internet age. It allows us to achieve many things that traditional marketing simply cannot. We can use valuable and educational content to attract, nurture, and qualify your prospective clients. Giving away perceived value can set your brand apart from your competitors who perhaps do not invest so much interest into developing quality content for their audience to engage with.
You see, the strength of your brand will ultimately be driven by reputation, and visibility. Content marketing is a means of developing both your reputation and your visibility at the same time. It is also essential for keeping your brand relevant and positioned right in front of your ideal target audiences.
Developing and/or Optimising Your Website
When it comes to brand-development tools, having a quality, well-optimised website is arguably the most important. Your website is the place in which your audiences will be able to learn about what you do, how you do it, and who you have serviced/worked with in the past. Whilst your prospective clients are not likely to choose to work with you based on your website alone, it is certainly a helpful tool for converting those who are already somewhat qualified and actively searching for the products or services that you offer. If your brand-messaging on your website is off, they might rule you out and click-off to one of your competitors. Consistency is key!
Further to that, your website is the foundation upon which we can grow your most valuable content. This content will become the main focus on your SEO (search engine optimisation) efforts. That way, prospective customers, employees, and referral sources will be able to find your online and subsequently learn more about your business. Having an abundance of high-quality, relevant, and factual content is crucial to any modern brand development strategy.
At Content’s ME, in addition to being a brand-development consultant in Bangkok, Thailand, we are also an established website design and development agency. So, whether you need a fresh website built from scratch, or you simply need your current website re-branded and aligned with your new vision, we can certainly be of assistance to you.
Bolstering Your Marketing Tool-Kit
As we continue along your brand-development journey, the next step is to bolster your marketing toolkit. This can include designing and developing all-manner of sales tools, such as sales sheets, e-brochures (AKA opt-ins), and pitch decks. These can overview your business, and/or the key offerings that you provide.
In addition to that, we can even look at including promotional videos, overviews, case-studies, and much more. When prepared properly and designed with your brand-voice and audience in mind, they can be crucial in furthering your brand and establishing your business as an authority in your industry.
Implementing, Tracking, and Adjusting Your Brand-Development Strategy
Finally, once we are confident that we have left no stone unturned, we can look at implementing your brand development strategy. This is the part that most businesses trying to manage brand-development in-house fail at. It’s all very well putting together a nice strategy and having high-hopes for your brand development journey, but then life happens and the execution of said implementation can fall beyond the wayside. In other words—running a business is a lot of work, so outsourcing this aspect of your business to a third-party brand-development partner is a good idea.
Once implemented, we then need to track your progress. Did the strategy go as planned? How many new search traffic and web visitors are you gaining? How many new leads have your generated? By tracking the process and keeping a close eye on your analytical data, we can easily determine which aspects are working as intended, and which messages may need further refining. Once we can draw the right conclusions, we can make the necessary adjustments to keep your brand-development journey on track!
Join Us for a FREE Strategy Session
By this point, you may be feeling a little overwhelmed. If that is the case, then please do not panic. There is a lot of information on this page, for the sake of demonstrating how much thought we put into our clients’ brand development journey. And if it sounds like a lot of work, that’s because it is. But fortunately, with Content’s ME as your brand-development partner, you won’t need to lift a finger!
Simply join us for a FREE strategy session and we will answer any questions that you might have. Following that, we will gain a better understanding of your brand and business, so that we can effectively design a winning brand-development strategy that will send you bounding ahead of your competitors.
If you’d like us to consult with you on the development of your brand and suggest ideas specific to your industry, please get in touch.