Content Planning Part 2: The How
Growth., Design. - 11 minute read
Growth., Design. - 11 minute read
Your employees have the potential to work double-time as your brand ambassadors when they truly believe in your company’s vision and identity. By inspiring employees inside and outside of their work duties, your company has the power to activate an entire ecosystem of valuable marketing leverage and visibility. Keep your employees engaged organically with your corporate brand by giving them a voice, holding all-in meetings to update them on latest developments and challenges, making them part of your social media landscape and giving them the tools they need to promote and amplify your brand. When employees sincerely believe in what they’re doing and are given the opportunity to shine, customers are likelier to view your identity as sincere and human-centric.
Your brand needs to perform for you, and the only way to make sure that’s happening is by keeping an eye on the right numbers. The stats that you track will necessarily change over time as your business grows and your strategies change, so be sure to constantly question and adjust your approach. What key performance indicators are most important for your company right now? How will they evolve along with your new brand strategy? To keep faith in your brand identity, try creating an internal brand scorecard with all of the elements that matter most to you. Perhaps you could turn it into a weekly or bi-monthly report? And if it’s not looking good at first…
As Aaliyah would say: if at first, you don’t succeed, dust yourself off and try again. Instead of seeing low KPI numbers as pure failures, try to seem them as indicators and signposts. Since online conversions are often built upon a whole funnel of touch points, try to evaluate whether a single interaction has failed, or whether the entire funnel is weakened. That analysis is where an experienced team of strategists comes in handy. Once you know where your weak points lie, we know where to start working in order to boost your results and solidify your entire funnel. One bad number could spell disaster, but it also means that targeting that one interaction with an effective strategy could quickly and exponentially increase conversions.
Rome wasn’t built in a day, and neither will your perfect brand be a one-push effort. If you expect your branding strategy to be set in stone and shelved for the next decade, you’re in for a treat. You’re also not setting yourself up for strategy optimization, which means you’re missing out on opportunities to bolster results and revenue. Once you’ve got an initial brand strategy set up, keep testing your KPIs regularly and adjusting accordingly. This system maintenance and optimization should be built into your regular practice in order to keep your brand relevant and up-to-snuff.
It goes without saying: your brand needs to grow alongside your company. Rest assured – results may be slow at first, but once you get the ball rolling, growth will happen exponentially. It takes 5-7 brand impressions before someone remembers your brand, so depending on the purchasing journey you’ve laid out, it could take weeks to start seeing proper results. But as you start seeing an increase in your ROI, resist the urge to settle back and be self-congratulatory; raise your performance standards and expectations accordingly. Just as we go through our own personal changes and growth, we choose which aspects of companies to nurture and grow, and which to leave behind. As you evolve, think ahead about how your branding, messaging, and experience will adjust, while always staying true to the voice and vision that have guided you since day one.