While that is definitely worth celebrating, the work is not over and your brand cannot coast along for an infinite number of years. The reality is … building your brand will require both consistency and continuous improvement to stay relevant with your audience. In an ever-evolving world, consistency and continuous improvement is key to keeping up with and retaining your fans. Customer preferences change over time, so staying attuned to what your clients want and need will help them stay loyal. How should you refine your brand day after day? Keep reading for our secret ingredients.
Know Your Audience
Do we sound like a broken record? Okay, okay, we can’t say it enough: know your audience, because this isn’t a one-time deal. You’ve got to keep a pulse on what your target audience values, needs, and wants. This can change over time, so continuously make use of surveys, social media interaction, feedback, interviews, reviews, and collect insights from analytics. Meet your audience where they’re at. Do you know where they hang out? Be there with your consistent, reputable brand message and let your authentic brand voice shine.
Know your audience and your audience will want to know you.
Share Your Knowledge
When you do something well, people can’t help but want to learn from you. When it comes to continuously building your brand, think about ways you can give away your wisdom to your audience. Further, share free content, little bits of gold, and your fans will want more. They’re also more likely to share your message with friends who will in turn want to follow your brand. Bottom line—share your expertise and your brand becomes more valuable.
Interact with Your Audience
So you know what your audience wants, but how do you actually connect with them? Do you follow up by email about their customer service experience? Gift content with a paid subscription? Send a thank you note for a purchase? Reply consistently to social media comments? What is your brand’s way of interacting and connecting with your fans? If you think of your brand as a real person, it’s easier to think about connecting effectively and personally with your audience.
Consistency matters. From your brand aesthetic to your message, be a brand that is easily recognized and proven trustworthy. Make your marketing align with your brand values. Hone in on your brand voice because the way you reply to customers and how you share information about your product or services should consistently “sound” like you too!
Make Adjustments and Keep On Building Your Brand
It probably goes without saying—stay attuned to what works well and what doesn’t, and don’t be afraid to make adjustments along the way. Not being consistent? Start now. Not connecting with your customers? Think of a unique way to do this that resonates with your brand. You get the idea. Whatever is needed, make it happen. A change will do you good. And your fans will appreciate you for it.
There you have it, a few ideas to get your mind thinking about how continuously building your brand helps to reach your customers year after year, stay relevant in your niche market, and keep your fans engaged. Now, go make some adjustments and keep celebrating those wins while you earn more fans!