{"id":4652,"date":"2019-08-08T09:33:11","date_gmt":"2019-08-08T16:33:11","guid":{"rendered":"https:\/\/www.genesisdigital.co\/blog\/?p=4652"},"modified":"2019-08-08T09:57:17","modified_gmt":"2019-08-08T16:57:17","slug":"branding-blind-spots-common-missed-opportunities","status":"publish","type":"post","link":"https:\/\/www.genesisdigital.co\/blog\/learn\/marketing\/branding-blind-spots-common-missed-opportunities\/","title":{"rendered":"Branding blind spots: Common missed opportunities"},"content":{"rendered":"\n

Effective branding is hard<\/em>. There are so many different ways for it to go wrong, and one of the most common weak points is a lack of ubiquity in a company\u2019s branding efforts; customers aren\u2019t always on your website or looking for your logo in other places, and if they don\u2019t see it for a while, they may end up forgetting all about your company in the first place. 
<\/p>\n\n\n\n

Some areas that call for branding are obvious, like a web site or a social media page, but there are plenty of gaps in branding that exist in even the most thoroughly planned branding strategy. We\u2019ve put together this quick examination of some common branding blind spots, areas where a brand\u2019s mark or influence may not yet have made it.<\/p>\n\n\n\n

\"Email\"<\/figure>\n\n\n\n

Email<\/h2>\n\n\n\n

We discussed the importance of a solid email list and the content that\u2019s effective to use when marketing via email in a previous article<\/a>, but email is a highly versatile (and often misunderstood) medium when it comes to branding. In general, it\u2019s a simple task to include your brand\u2019s colors, imagery, and logo when designing mass emails with tools like templates or a style guide. However, many miss the mark when it comes to emails they send personally, like when they are helping a customer or reaching out to a lead. Including your brand\u2019s stylings, even if it is just the use of colors or the brand\u2019s logo on the email\u2019s footer, is another way to increase your brand\u2019s ubiquity and leave an impression.<\/p>\n\n\n\n

\"Phone<\/figure>\n\n\n\n

Phone calls<\/h2>\n\n\n\n

Another medium that is enjoying renewed (and somewhat ironic interest in the digital age) is the telephone. Many people are looking specifically to connect with and talk to another person, not inanimate advertising, or worst of all: A robot. If your brand has a phone number for interested individuals to call, make sure you have guidelines for yourself and for others to answer the phone in the same way. Include key information like your brand\u2019s name, a slogan if you have one, and an inviting greeting, like \u201cWe\u2019re so glad you called today, how can we help?<\/em>\u201d Outside of phone hours, a voicemail message that contains the same brand elements and a promise to get back to the caller works wonders for solidifying your brand, and leave people with a positive impression of it.<\/p>\n\n\n\n

\"Giveaways\"<\/figure>\n\n\n\n

Promotional giveaways<\/h2>\n\n\n\n

Somewhere in your house is a mug, pen, fridge magnet, or a creepy teddy bear with a brand\u2019s logo or slogan on it. Maybe you\u2019re not even sure where you got some of these. (We can relate.) More importantly, however, is that many of these objects are something people use every day, with the exception of the weird teddy bear. One of the disadvantages that an exclusively digital brand has is an absence of presence in the physical sphere, and therefore a lack of interest or engagement from individuals who aren\u2019t actively on the Internet or searching for your brand. Physical items can act as a bridge to your online presence, and everybody likes free stuff; consider giving away small tokens to other businesses or individuals with your branding on it, and allow the merchandise\u2019s inevitable disbursement do the work of raising brand awareness for you.<\/p>\n\n\n\n

\"Consistent<\/figure>\n\n\n\n

Consistent marketing<\/h2>\n\n\n\n

One advertisement is better than zero, but things get more complicated once you have two or more. While advertisements are a form of marketing in and of themselves, they also represent an opportunity for branding. Advertisements that don\u2019t make use of the same visual arrangements, colors, logotypes, fonts, or even words may be perceived by target audiences as being from different brands, which can lead to confusion or even dismissal by the same demographics you want to reach. Advertisements can, therefore, be used as great springboards to convey identifying information about your brand, and jumpstart the process of associating your brand with more material than just ads based upon recognition of your brand\u2019s marque in areas like blogs, and other content, like…<\/p>\n\n\n\n

\"Niche<\/figure>\n\n\n\n

Niche content<\/h2>\n\n\n\n

Much of the Internet\u2019s purpose is to share information that may otherwise be obscure or difficult to access locally. While this sounds like a grand statement about research, or connectedness, what we really mean here is that the Internet is fantastic for sharing weird<\/em> stuff, or more professionally, specific<\/em> content. Anyone can turn on the TV and watch mass-produced, palatable media, so why would they look for that online? This is where your brand can step in. Providing content that is tailored to your audience\u2019s interests creates another area where you can utilize your brand\u2019s imagery and style to raise awareness. As a bonus, brand credibility will come from sharing content your audience enjoys without an overt sales pitch.<\/p>\n\n\n\n

\"Webinar<\/figure>\n\n\n\n

Webinar styling<\/h2>\n\n\n\n

Great webinars themselves give your brand credibility and an awareness boost, but for the same reason that simple bullet-style presentation helps your audience stay on top of the subjects being discussed inside a webinar, consistent brand messaging used during your webinar helps to solidify the connection your viewers make between your webinar\u2019s value and your brand. In some cases, brand messaging inside a webinar can help viewers who may have joined via an invitation from a friend identify who is actually hosting the webinar if they weren\u2019t made aware of it beforehand. Webinar branding can be very simple and low-key, like the use of common fonts and your brand\u2019s logo in the corner. In fact, the WebinarJam<\/a> platform offers support both for seamlessly importing template-branded PowerPoint or Keynote presentations during your live time, as well as the inclusion of in-video annotations, pinned messages, and other techniques to tell your audience who you are.
<\/p>\n\n\n\n

We hope that this guide may have provided you with some ideas about where your own brand may have some blind spots, and pointed you in the right direction towards shining a light on the areas your brand needs it the most. Now, go out there and spread your brand like wildfire!<\/p>\n\n\n\n

Try WebinarJam Today<\/h2>

Webinars for Everyone<\/p><\/div><\/div>

Start your $1 Trial<\/a><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"

Effective branding is hard. There are so many different ways for it to go wrong, and one of the most common weak points is a lack of ubiquity in a company\u2019s branding efforts; customers aren\u2019t always on your website or looking for your logo in other places, and if they don\u2019t see it for a […]<\/p>\n","protected":false},"author":1,"featured_media":4657,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":""},"categories":[12],"tags":[],"yoast_head":"\nBranding blind spots: Common missed opportunities — Genndi<\/title>\n<meta name=\"description\" content=\"Effective branding is hard. 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Every shop owner knew your name, knew what items you preferred, and let you put everything on a tab that could be paid off at the end of the month (on pain\u2026","rel":"","context":"In "Video Marketing"","img":{"alt_text":"You can win the trust of your customers using coveted human interaction by hosting webinars.","src":"https:\/\/i0.wp.com\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2017\/08\/Trust.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":3027,"url":"https:\/\/www.genesisdigital.co\/blog\/learn\/e-commerce\/crm\/foolproof-way-quickly-write-effective-emails-every-campaign-every-time\/","url_meta":{"origin":4652,"position":5},"title":"The Foolproof Way to Quickly Write Effective Emails for Every Campaign, Every Time","date":"May 8, 2017","format":false,"excerpt":"In a previous article I revealed an unorthodox, but eerily effective, email marketing technique that is particularly successful when sending unsolicited email. But what about regular marketing and branding emails sent to an opt-in list? Do I also have a revolutionary technique for these? Well\u2026 No. But I do have\u2026","rel":"","context":"In "CRM"","img":{"alt_text":"The Foolproof Way To Quickly Write Effective Emails For Every Campaign, Every Time","src":"https:\/\/i0.wp.com\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2017\/05\/The-Foolproof-Way-to-Quickly-Write-Effective-Emails-for-Every-Campaign-Every-Time.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]}],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.genesisdigital.co\/blog\/wp-json\/wp\/v2\/posts\/4652"}],"collection":[{"href":"https:\/\/www.genesisdigital.co\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.genesisdigital.co\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.genesisdigital.co\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.genesisdigital.co\/blog\/wp-json\/wp\/v2\/comments?post=4652"}],"version-history":[{"count":0,"href":"https:\/\/www.genesisdigital.co\/blog\/wp-json\/wp\/v2\/posts\/4652\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.genesisdigital.co\/blog\/wp-json\/wp\/v2\/media\/4657"}],"wp:attachment":[{"href":"https:\/\/www.genesisdigital.co\/blog\/wp-json\/wp\/v2\/media?parent=4652"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.genesisdigital.co\/blog\/wp-json\/wp\/v2\/categories?post=4652"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.genesisdigital.co\/blog\/wp-json\/wp\/v2\/tags?post=4652"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}