Brand media have gotten a tool to draw the eye of customers and strengthen long-term relationships with them through telling a business about itself.
Brand media plays an enormous role in the knowledge society. This is a strategic approach to the promotion of goods and services, which allows firms not only to advertise products, but in addition to form a brand image.
In brand media, content is used to convey the corporate’s values to consumers, which further determines sales, loyalty, and status. Working on the principle of “don’t sell goods, tell stories”, organizations use various formats: articles, videos, podcasts to ascertain a long-term reference to the audience.
Recognition
The goal is to make it easier for consumers to acknowledge the brand and associate it with certain characteristics and values. For example, the IKEA trade group focuses on family values, and the PR campaign is aimed toward the suitable audience. As a result, when there may be a have to buy furniture for youngsters in the youngsters’s room, the thought to open the IKEA store catalog comes by itself.
Formation and Maintenance of a Positive Image
Brand media creates a picture of an organization that meets its goals and evokes positive emotions from the audience. For example, Christian Dior began as a fashion house for the elite. With the assistance of promoting and screenings, she created an appropriate image for herself by the Fifties. Customers of Dior dresses got a way of being chosen, so the corporate, despite the exclusivity of the product, was popular.
Retention and Customer Acquisition
Media campaigns are aimed not only at retaining the present audience, but in addition at finding a recent one.
Development of the Brand Community
The creation and development of the community is carried out through social networks, forums, public events and other platforms where brand fans can communicate with one another and with company employees.
Consumer Education
Through media, you possibly can train your audience to make use of the brand’s products and services. Creating informational content, educational videos and other materials will assist in this.
Increased Sales
Brand media is not directly aimed toward stimulating sales through various strategies, corresponding to holiday offers, promotions, promoting campaigns, etc. But such a media doesn’t and shouldn’t have a goal to sell directly.
Among the successful brand media, one can single out the Red Bull PR campaign, which uses video content to advertise drinks and promote an lively lifestyle.
And the Airbnb campaign relies on a blog with travel notes and travel stories.
A feature of these campaigns is content that doesn’t impose a services or products, but as a substitute offers interesting, useful and entertaining information.
Who Needs Brand Media
It is value noting that not all organizations need such a project. Let’s consider who can give it some thought:
- Companies whose goal is to show the audience methods to use the product. This is relevant for the fields of education, software, and technology.
- Organizations which have created a recent product and now need to generate demand for it through content.
- Companies whose services are designed for a very long time. For example, foreign language schools, real estate agencies, etc. In such cases, with the assistance of content, you possibly can create a sales funnel, because of which the business will attract recent customers.
- Brands with a selected audience. A distinct segment media that draws individuals with similar interests is suitable for her. For example, these are university publications whose audience is applicants and students.
- Companies with public goods and services. The goal of the PR strategy on this case just isn’t to sell once, but to encourage repeat purchases with the assistance of interesting content.
Principles of Brand Media
Benefits for the audience
Content shouldn’t only be interesting, but in addition useful, solve problems, entertain, and create a positive experience for users.
Compliance with brand values
The materials should convey the values and image of the brand. This helps to create a holistic perception of the corporate amongst consumers and strengthen its position of their minds.
Multichannel
Brand media works effectively through various channels corresponding to social networks, blogs, podcasts, videos and other online platforms. The variety of channels permits you to reach different audience segments. But it just isn’t mandatory to make use of the whole lot without delay, you possibly can limit yourself to some of channels where the audience is positioned.
Long-term strategy
Brand media doesn’t produce quick results! This is a long-term game aimed toward creating and strengthening relationships with the audience. The constant creation of high-quality content contributes to a gradual increase in loyalty.
Interaction and feedback
It is very important to create mechanisms for interacting with the audience, allowing them to specific opinions and suggestions. Feedback helps the brand to higher understand people’s needs.
Analytics and measurement of results
An evaluation of the strategies used is mandatory in any long-term project. In brand media, it is advisable monitor the number of subscribers, user reactions to content, engagement in its discussion, desire to share publications, etc.
How to Create an Effective Strategy for Brand Media
1. Goals and audience
Goals: Determine exactly what you need to achieve (increase awareness, improve engagement, promote products, etc.).
Target audience: Study customers — their interests, preferences, online behavior and the channels they use. Focus on potential customers who will profit from and access the product.
2. Content
Unique and helpful content: Develop content that might be interesting and useful to the audience.
Variety of formats: Vary the kinds of content (articles, videos, infographics, audio, etc.) to draw users with different interests.
3. Channel Search
Platform evaluation: select social networks, web sites, and platforms where the audience responds most actively to the corporate’s proposals.
Platform optimization: adapt the content in line with the specifics of each site. For example, articles are for a blog, and from one article there are several posts on social networks.
4. Regularity and “tone of voice”
Constant updating: Update the content to maintain the audience’s attention. Follow the newest trends within the area of interest in order that the content for users doesn’t lose relevance and helps them navigate the world.
Maintaining style and tone: respect the brand’s values and policies. Editorial policy includes the style of texts, rules for writing words and addresses to the audience, the structure of publications (articles, posts, videos, etc.), a variety of topics.
5. Interaction with the audience
Actively interact with subscribers, reply to comments and reviews, and take into consideration their opinions. Fast and effective worker responses to customer requests are highly appreciated.
Conclusion
Brand media is a protracted—term strategy that requires constant attention and adaptation to changing trends and audience needs. Working on this area allows brands to construct strong and mutually helpful relationships with customers. If you need to have a reliable partner in constructing your brand media business, contact WGG promoting agency!
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