Overcome the Challenges of Brand Building through Content Marketing

Take Your Brand Seriously: Why You Need to Optimize Your Brand [Infographic]


Having a brand is beyond having a name, term, sign, symbol or design, or a combination of these to identify products and services and to differentiate them from others.  Having a brand means having a set of values or associations that your target customers make with your company, products and services.

First question: What set of values does your target customers associate with your brand? Second question: Do they even know your brand exists?

You need to pay attention to this, and you need to start today. Because if you’re not taking your brand seriously, how do you expect potential customers to take your business seriously? In today’s competitive market, you just can’t let that happen, can you? That’s why we put together an infographic and listed nine tips you can start using today to build your brand.

So… are you building your brand every day? What benefits do you stand to get? What challenges will you face? Discover the answer to all these questions and more below.

Download our Infographic here


Know your Target Customers and Build your Brand’s Personality around Them 

Like humans, brands also possess or project a certain type or a mix of personalities. In “Dimensions of Brand Personality,” a study published by the Journal of Marketing Research, Jennifer Aaker, now a professor at the Stanford Graduate School of Business, summarized brand personality into five dimensions: sincerity, excitement, competence, sophistication, and ruggedness. In the infographic, you’ll see defining characteristics for each dimension. For instance, a brand that imbues “sincerity” is perceived to be honest, domestic, genuine, and cheerful.  Therefore people who value these characteristics tend to prefer brands with this personality.

The idea here is to identify the personas of your target customers, and identify your brand as well, using a mix of these dimensions. Then, build and shape your brand around this mix of dimensions. This way, you’ll be able to align your brand persona with your target customers or identify what customers to target based on your brand personality. These dimensions are helpful, especially for small businesses that are just beginning with the creation and strengthening of their brand. 

Build your Brand Slowly but Surely or Fast and Strong. Either way, You have to Build it 

According to Millard Brown’s Brand Dynamics Pyramid, the value of a business is directly proportional with the value of the brand. If you want to grow your business, you need to build your brand. Analyzing five years of stock market data, the company found that strong brands are more likely to increase their share price than companies with weak brands. “Strong brands are more likely to grow,” the report stressed.

What’s more interesting here is Millard Brown’s pyramid relates how brand strength affects consumers’ expenditure for that brand. This time, brand is inversely proportional with “share of wallet,” or share of category expenditure. For instance, brands at the bottom of the pyramid or those with “presence,” eat up only 12% of spending for that category. On the other hand, those at the peak of the pyramid, or brands with bonding with consumers, account for 40% of wallet share.

You need to move your brand from merely having presence in the market to be performing and eventually having a bond, which is the peak of the pyramid. By moving it up the pyramid, you are also raising the value of your business.

Connect Your Brand to Your Customers

Your brand needs to be able to reach out to your customers and connect with them. Only then will you be able to benefit from it. The biggest benefit perhaps is customer loyalty. According to Nielsen, 62% of your potential customers prefer to buy new products from familiar brands rather than switch to a new one. Be a familiar brand and your customers will stick with you.

Having a connection means being aligned with your customers’ beliefs and earning their trust. According to Edelman research, 92% of global online consumers want to do business with brands that share their beliefs. Customers also want transparency on how products are made and sourced. Will they trust what you say? Put your brand on the line, and they will. Some 69% of global consumers trusted product information on branded websites in 2013, up from 60% in 2007, according to Nielsen.

You Need to Market Your Brand Too

While focusing on other aspects of online marketing (search engine optimization or SEO, paid advertising, etc.), is necessary to market your products or services, you cannot take branding for granted. You also need to put focus on marketing your brand as well. Businesses seem to be getting this right as “brand awareness” is the No. 1 goal of today’s content marketing initiatives. Some 79% of respondents agree, according to a survey by the Content Marketing Institute and Marketing Profs.

It’s not surprising that business owners are spending more to build their brand. A survey by the CMO Council and Vizu, a Nielsen company, found that indeed 63% of marketers planned an increase in their online brand advertising budgets. Some 20% said they will raise their brand spending by at least 20%. Despite this budget trend and brand marketing benefits, many owners still struggle in adapting.

Brand-building Challenges Businesses Face

As mentioned earlier, the primary purpose of content marketing for majority of businesses is to build brand awareness. Business owners understand that for them to build their brand, they need to reach out to their target market with engaging branded content. But why are they struggling implementing this?

According to a research by MarketingProfs and the Content Marketing Institute, there are a number of challenges that marketers face in effectively using content for marketing. The biggest setback is lack of budget, with 52% of marketers citing this reason. Producing enough content (51%) and producing the kind of content that engages (49%) complete the top three challenges.

Twenty percent of businesses are responding accordingly by raising their budgets. They are realizing the necessity of branding. As for the other two challenges, they are outsourcing. Writing (64%) and design (54%) are the top services outsourced. 

9 Tips How to Seriously Build Your Brand

If you are serious in building your brand – and with all honesty, you should be – you need to start today. Don’t know where to begin? Here are a few tips to help you get started. 

Go for a Professional Website Design for Credibility – Studies published by Stanford University found that 75% of Internet users judge the credibility of an organization based on the design of its website. A separate study on websites, meanwhile, found that 94% of all the factors mentioned for rejecting or mistrusting a website were design-related. Needless to say, professional web design plays a crucial role in establishing your business as a trusted brand.

Read our article entitled “Website Design or Search Engine Optimisation?” for more.

Get Exposure via PPC Remarketing – Pay per Click Remarketing displays your ads to people who have left your website and visited another site within the Google Display Network. The network includes Gmail and YouTube, and two million other sites. Plus, studies show that even if your ads are only seen and not clicked (called “impressions” in PPC), they can still have an effect on viewers.

Use Social Media to Influence Followers – People like to follow brands on Facebook, Twitter, and other social networks. Make sure your accounts are properly branded—with your logo and tagline. Upload a primary photo, a striking banner and a nice background image, and post delightful, persuasive content regularly.

Generate Buzz around your Brand in your Locality and Niche – Optimize your local listings and publish engaging content that turn visitors into customers and loyal customers. This will make your brand more visible on local listings searches.  Put out promos to delight your customers with your brand and increase purchase and loyalty. These promos will generate buzz through your blog, social media accounts and will spread across the social media space. Local searches end in a purchase. Seventy-eight percent happen with buyers using mobile phones, 77% with tablets and 59% with PCs and laptops.

Manage Your Online Reputation – Online Reputation Management or ORM aims to keep your brand trustworthy. Pay particular attention to responding to negative comments and encouraging happy customers to give testimonials.  Seventy percent of global consumers trust online consumer reviews. Make sure that you have lots of 5-star ratings and that these are visible all over the web.

Use Video & Article Content – According to CopyPress, featured articles (62%) and video (51.9%) generate the most attractive return on investment for marketers. Respondents surveyed by CMI and MarketingProfs agree. The top five formats used by content marketers (social media, onsite articles, e-newsletters, videos, and blogs) use articles or video.

Write & Share Articles to Introduce and Build your Brand – Whether appealing to business decision-makers or customers, producing articles is the best choice, according to studies. Articles are preferred over advertisements. No wonder, as Forrester points out, 79% of surveyed marketers reported that their organizations are shifting to branded content.

Reach Out to Your Target Market with Videos – Videos have such a wide reach. Accenture found that 90% of consumers watch online video. Its reach is still growing. According to Cisco, Internet video traffic will account for 69% of all global consumer Internet traffic in 2017. Want your brand to reach your audience? Go video.

Influence Purchase Decisions with Videos – Not only will your brand be able to reach customers through videos, you can also influence purchase decisions. Some 96% of consumers surveyed found videos helpful for making online purchase decisions. Even executives (59%) prefer watching product videos than reading text, said Forbes. What better way to sell your brand than through video?

Take Your Branding Seriously… Today!

If you have been neglecting your branding because of budget constraints, lack of guidance or as a matter of choice because you don’t think it’s necessary, then you need to rethink this. Branding allows you to connect with your target market, convert potential customers into actual buyers, and earn their trust and loyalty. You need to take branding seriously. You need to start today.

We will give you free consultation on our brand optimization services so you’ll know how you can seriously build your brand and benefit from it. Call us now or send us a message so we can schedule your free consultation.

Strong brands have more power to retain customers and acquire new ones, and have more amplification power—leading to the brand bandwagon effect.

Build your Brand

“Build it and they will come.” This could be your branding mantra. Customers are looking for brands they can identify with. Customers stick with brands that share their beliefs and aspirations.

Give your brand a personality. Make sure that it has the right mixture of characteristics that appeal to your target customers. Jennifer Aaker, professor at the Stanford Graduate School of Business, summarized brand personality into five dimensions: sincerity, excitement, competence, sophistication, and ruggedness. This is known as the “Dimensions of Brand Personality”.

The value of a business is directly proportional to the value of the brand. If you want to grow your business, you need to build your brand. Building a brand is not just about having a nice catchy name, or using a clever sign, symbol or design to identify your products or services and to differentiate them from others. Building a brand means having a set of positive values or associations that resonate with your target customers. It is also about communicating these attributes to them.

Build your brand’s presence, relevance, performance, and advantage, until you have built a bond with your customers.

Why build your brand? Because research shows that 60% of your potential customers prefer to buy new products from familiar brands rather than switch to a new one.

Millard Brown’s brand pyramid shows how brand strength affects customers’ expenditure for that brand. The brand’s strength is inversely proportional to the “share of wallet,” or share of category expenditure. Brands at the initial phase of development (also known as “presence,”) eat up only 12% of spending for that category. On the other hand, those at the peak of the pyramid, or brands that have bonded with consumers, account for 40% of wallet share.

Optimize your Brand

Why should you optimize your brand? Because strong brands become more valuable over time, a study of 6 years of stock market data has discovered. Strong brands have more power to retain customers and acquire new ones, and have more amplification power—leading to the brand bandwagon effect.

So “Build your brand and customers will come. OPTIMIZE it and MORE will come!”

Invest in your Brand Today

No wonder marketers (yes, including your toughest competitors) are now focusing AND spending on brand building and optimization. Research shows that 63% of marketers plan to increase brand advertising budgets. 1 in 5 of these businesses plans an increase of at least 20%!

Here’s what that means: your leading competitors are spending a great deal on their branding while you’re ignoring it! Don’t do this to your business!

Build and Optimize your Brand Today. We Can Help You. How?

Web Design

We will build your website and design or redesign your logo if needed. Our mobile-friendly, responsive web design service will ensure that your growing number of mobile customers can reach you.

  • 67% of consumers are more likely to buy if the site is mobile friendly
  • 62% of companies reported an increase in sales after designing a site for mobile users.

Social Media Optimization

We will perform Social media optimization to give your brand increased reach and engagement with prospects and customers. The more engaged your friends, fans, followers, and connections are, the higher the amplification factor to extend your reach and engagement further.

  • 46% of online users count on social media when making a purchase decision

Create a buzz around your brand in your locality and niche with our local marketing services, which include publishing your promos. Promos get you the attention from leads and loyalty from existing customers!

  • 78% of local searches using mobile devices ended in a purchase
  • 59% for PC and laptop searches using PCs and laptops ended in a purchase
  • 77% for tablet searchers using tablets ended in a purchase

Pay per Click Advertising and Remarketing

Target customers searching for products and services you offer on the major search engines, and drive them to your website instantly with our pay per click advertising service. Your brand’s visibility will increase while you only pay for clicks.

Online advertising, with record-breaking revenues of $42.8 billion in 2013, is now bigger than broadcast TV advertising, with $40.1 billion revenues. More people are searching online nowadays.

Bring it up a notch with PPC Remarketing. Ads will be displayed across the Google network of websites to your visitors who have not yet converted but have visited your website. Your banner ads will be all over the web, constantly reminding your visitors about your brand; enforcing brand awareness, recognition and recall, and again, while you only pay for clicks.

  • Google’s Display Network reaches 90% of global Internet users

Online Reputation Management

We will manage your Online Reputation, address negative reviews, and make positive ones work for you. We will publish your positive reviews at the right places and bring down negative reviews on search results.

  • 79% of consumers trust online reviews as much as personal recommendations

Brand Booster

We combine the power of video and written content in our Brand Booster service. This is great for promoting and strengthening your brand online.

  • 90% of global online consumers want brands to share content online
  • 96% of consumers surveyed found videos helpful for making online purchase decisions
  • 80% of business decision makers prefer to get company information in a series of articles
  • 78% of consumers believe that companies that provide content are interested in building good relationships

These are just some of the services that build and optimize your brand. You can learn more about the rest of our other services by contacting us for free consultation.

Take Action Now!

So… are loyal and paying customers coming your way?

Build your brand and customers will come. Optimize it and more will come. Contact us now to see how we can help build and optimize your brand today.

Contact our professional digital marketing agency today, and get a FREE consultation on Optimizing your Brand Online to increase conversions!

Call us, send us an email, or fill out the form and take your law firm to greater heights!

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101 Internet Marketing Services TT Team Our team at 101 Internet Marketing Services TT are experts in the Internet and Content Marketing field. We specialise on internet marketing for small business to help them increase their customers and thus their profits. Interested in finding out how we can help your business… then contact us for a free consultation at let us begin to work together.


Building Your Brand with Content: How Your Businesses Can Overcome the Challenges

Brand Optimisation

Content marketing is a great way to build your brand online. With the right kind of content, you can build and optimize your brand on the Internet so that it brings more traffic to your website and more sales to your business. More importantly, it can improve the overall image of the business and results in more sales, referrals, and consequently, more website traffic. The cycle goes on and on.

But if content marketing is so effective for branding, how come a lot of small and medium-sized businesses are struggling in building their brand through content? What challenges do business owners like you face and what can you do to overcome them?

Brand Awareness: Top Content Marketing Goal

It’s important to first understand the link between content marketing and branding. By now, many marketers – probably your competition included – have already realized the power of content when it comes to boosting brands. According to a study by the Content Marketing Institute (CMI) and Marketing Profs, the No. 1 reason why organizations use content marketing is to raise brand awareness. Some 79% of marketers surveyed said so.

Other goals that scored high in the survey are customer acquisition (71%), customer retention / loyalty (65%), engagement (64%), and website traffic (62%). However, brand awareness is the only goal that nearly broke the 80% mark. Obviously, today’s businesses want to improve their branding online and are using content to make it happen.

Content Improves Branding, Website Traffic & Sales

Now if branding is the top priority for content marketers, how then do they measure success? Still according to the CMI and MarketingProfs research, majority of marketers cite web traffic as their main metric (66%). Others said they measure content marketing success by looking at social media sharing (52%), time spent on website (46%), and direct sales (44%), among others.

Indeed, the right mix of content marketing that boosts your brand will result to more traffic, engagement, shares and sales.

Building Brand through Content: Challenges

Many marketers understand that for them to build their brand and generate traffic for the website as well, they need to market online using content. However, this is easier said than done. A lot of small business owners struggle with content marketing—much of this has to do with shortage of various resources to make it happen.

Looking at the answers of survey respondents for a study by CMI and MarketingProfs shows lack of time (24%) is the biggest hindrance to implementing content marketing. Lack of budget (16%), producing the kind of content that engages (13%), and producing enough content (10%) are also major challenges for business owners. From here, you’ll notice that these resources are needed in this strategy: time, money, and technical skills. Does this situation sound familiar?

Let it Go: Solve Most Challenges with 1 Solution

You already know that the top goal of organizations in content marketing is to build brand awareness. You also know that they are faced with several challenges in doing so, such as lack of time and budget. Many business owners are stalled by these hindrances. But here’s the good news. You don’t have to be one of them. Here’s the solution in two words: Our Company.

A survey by Aweber found that in smaller businesses, the CEO also serves as the primary marketer as well. In this setup, marketing takes a backseat because you are preoccupied with running the core business. As for branding? It tends to be forgotten; at least until you notice that you are losing customers to competitors with stronger branding. This should not be the case.

While you cannot do anything to increase the amount of hours you have in a day, you can dedicate a portion of your revenue to content marketing done for you by us. Remember that content marketing helps in both brand optimization, traffic generation, engagement, shares and sales. No one else can run the core business like you can, but there are agencies like us who can take care of branding and content marketing for you.

Your Brand Needs Engaging Content Now

The tricky part, with assigning your content marketing efforts to agencies, is knowing which content can be used for both brand optimization and traffic generation. What type of content is effective enough to yield both results? Indeed this is a nuisance. Should you ask the marketing agency to create typical SEO articles? Should you order press releases or product pages?

To understand what is “engaging,” you need to know what type of format your audience wants. In this regard, two formats stand out: videos and articles. Research by Gfk found that business decision makers prefer to get company information in a series of articles versus an advertisement. Marketers agree; some 72% of respondents in a Custom Content Council survey said branded content is more effective than magazine advertisements.

In the case of video, Accenture found that 90% of consumers actually watch online video. Here’s more: according to data collected by Animoto, 96% of consumers said they found videos helpful in making purchase decisions. Some 71% went as far as saying watching corporate videos left them with a positive impression of the brand. When it comes to reach, engagement, and building the brand, the best content formats to use are videos and articles.

Optimizing Content for Both Brand & Traffic

In typical online marketing techniques, content is optimized by making it more “searchable” to search engines. This entails the proper categorization and tagging, as well as the inclusion of meta tags, which are keywords that communicate with search engines like Google. You can also use this approach when using content for branding – with a slight addition to the process.

When you want to use content for branding, it must be tailored to improve the image of the business. This means balancing and mixing your key messages to address both the needs of your target market and yours brand. Progressive marketers are going in this direction. According to Forrester, 79% of marketers asked said their organizations are shifting to branded content.

While your customers appreciate it when you write about them, their needs, and how you can solve their problems, they also want to get to know you. They need to know if you are a brand they can trust and be loyal to, Remember, 62% of consumers prefer to buy from brands they are familiar with rather than try a new seller, a Nielsen study found. This is your opportunity to help them get to know you. You need to highlight the strengths of your business and make potential and existing customers understand why they should deal with you. This might mean you’ll be exerting extra effort as branded articles and videos are more difficult to create, but if you succeed, you’ll not only get that website traffic you need, you’ll also be able to build and optimize your brand.

We can help build and optimize your brand online through content. We combine the power of articles and videos so your website gets the traffic it badly needs and your brand gets the boost it deserves. Email us or call now to schedule your free consultation on brand optimization.