3 ways how to promote your product brand online

Today I want to talk about physical products and how you can promote them online. How you can build up authority around your business and create awareness of what you do and why you are the best expert to buy from.

The truth is that there are many companies and people online who are trying to sell the same things as you. If there is no competition, there is no market. So in a way, it’s good. But people are busy; they don’t have time to check ten pages of Google or search for your product without reason.

The first way to promote your product brand online is to create a reason for your customers to buy it.

How you go about it? You can create a cause. Show that you help someone by selling it. The cause must be such that you can happily promote it online and be known for it. Make something special and explain in details why this product is unique. If you sell some particular local jewellery or tribal art, you need to find at least ten reasons why people can feel when they bought something special not just any product.

The second way to promote your product brand online is to build up an authority around your product.

The simplest way to create an authority is to teach something relevant to your product. If you sell jewellery, make mini videos that help people to learn how to do such things. Recommend the best suppliers, show reviews from podiums when something similar to your product was promoted. Find historical facts that you can talk about. Recommend books that are the best in your industry.

The third way to promote your product brand online is visual storytelling.

The best platform you can use for it is Instagram. Grab every visual piece of content you have.

  • Your product in a shop.
  • Your product in the process of creation.
  • The instruments that help to create such products.
  • Happy customers.
  • Traditional ways to do your product.
  • Accessories that match to your product (this will allow you to collaborate with other Instagrammers who make that accessory).

For example, you sell bags, then contact scarf makers. If you sell jewellery, then contact wedding designers, etc. Quote, some inspiration relevant to your product. And add the link to your shop to the bio. And remember Instagram is not about hashtags, it’s about communication.

What type of branding do you use for your business?

There are three types of branding. They can work separately or create one brand. They are sharing the same principle — building the image in clients’ mind. However, they all build a relationship with customers differently. So what are those types?

The first type is Personal Branding.

It builds the image of the particular person in a customer’s’ mind. It often used as a career ladder method for employees. But for entrepreneurs, it’s far more powerful tool than for corporate worker. Personal branding creates a connection between customers and a person that represents a brand. People love to know more and willing to trust to a real person much more. When an entrepreneur had developed a Personal Brand she becomes much more confident, and that, show up through all communication.

The second type is Business Branding

The business branding often used in a case when a company doesn’t require a person behind, or in a case of multiple business owners. Business branding also forms the image in customers’ minds. However, it needs to create an additional personal touch to build a relationship with customers. In such a case the business actively uses a Brand Personality, virtual humanised form of the brand persona. Brand Personality befriend customers via consistent and relevant communication so that buyers can trust to the whole company and feel comfortable about it.

The third type is Product branding.

In such a case Customers build a relationship with a product and perceive the company image via the product. The best example is an iPhone. People love to be known as users of iPhone or Mac. Marketing strategy and branding make iPhone customers loyal ambassadors of the brand.

Large business empires use all these types together to create a powerful experience for their customers and create a strong relationship between their brands and clients’ hearts.

Can you write funny, happy, inspiring posts to attract your ideal client?

If you are an extrovert, you will write these posts with ease because you have a habit of doing it on a daily basis. If you are a professional copywriter, you will write such posts with ease too, because it’s your job, no strings attached. However, if you are more of an introvert and you do not have a habit in manipulation, and you try to achieve everything on your own, then writing an emotional post can be a bit weird process for you.

So, first of all, I want to tell you — it’s tough to write a good funny post. That’s why there are not that many good comedians. It’s not easy to write a post which arises some emotions like happiness, comfort. It’s tough to write a post which motivates and inspires people. But it’s easy to write a sad post, which calls for compassion, that calls for anger or sadness or judgment. That’s the reason why you get all this crap in the news all the time.

If you want to inspire people, think about something which inspired you. Little things which actually make you feel better and move you to do something great with it. Can you connect it to your business?

If you want to make people happy, think about simple things which make you happy, but let them not be personal at all. Because if you always write about your family, it may not connect with other people, (unless you write for family people only). But if you write about somebody else’s family it may work for a bigger audience. What happens to your friend, neighbour, colleague, stranger in the supermarket? Once again can you connect it to your business?

When you describe some amusing story which happens to you or your friends, read it out to several people, do they laugh? If they didn’t maybe, it’s too precise and not very clear. And even if it’s funny and all are laughing, can you connect it to your business?

The conclusion is simple — whatever story you write to promote your brand use the all previous maths and emotion but make it relevant to your business. Your goal is to sell, not just to entertain people with the novel. Focus on your ultimate aim of what you want to achieve and create the posts and texts which will make you reach that purpose.

How to Transform your business communication into a brand communication.

Branding makes your business more efficient.

Firstly, it saves your time and nerves because you do not need to explain to your designer or photographer what do you want all the time. You just show them your brand book and they need to follow it.

Secondly, it makes all your communication look in sync, more professional, noticeable and recognisable. So you save money by stop paying for random advertising messages.

How to Transform your business communication into a brand communication.

  • Define your audience. Who are you going to talk about your product?
  • Imagine you’re in a bar. Tell them what you do for a living.
  • Think about the impression you want to create.
  • Help your audience to solve their problems, inspire them to be friendly
  • Do not just give them information, ask questions
  • Be yourself – don’t pretend, they will find out anyway
  • Don’t be shy or too aggressive, give it a time
  • Do not force the action, let it go naturally

The more you involve your client into the conversation, the more they know you, the more chances they will buy from you. After all, they already know you.

The best Christmas adverts of 2016

Touching, emotional, childish, kind… Every year the biggest brands in the world are experimenting and trying to get deep into customers’ hearts to share a little bit of Christmas magic.

Here is the collection of the best Christmas TV commercials 2016. It can make you happy, can make you cry, or it can turn you into a kinder and more human person than ever before, or maybe it will inspire you to be a stylish successful woman, just like Mrs Claus 🙂

Brilliant one — Czego szukasz w Święta? | English for beginners

Next is Apple with Frankie’s Holiday

And John Lewis. The department store

The Tale of Thomas Burberry – Burberry Festive Film 2016. Christmass?

Well this one is from the last year but never the less brilliant

Enjoy the Holliday Season and share some magic with others 🙂

 

The power of the imperfect brand!

In an imperfect world, can your brand be perfect?

Richard Branson once said “Too many companies want their brands to reflect some idealised, perfected image of themselves. As a consequence, their brands acquire no texture, no character and no public trust.”

What I see online is every second brand using same calligraphy free fonts, pinkish, peach and golden colours and even sites of such “experts” are looking as if they belong to the same girl.

Well, I know you love it.
All these golden plates, mysterious and unreadable fonts that imitate handwriting. I get it, — no rules. Frankly, I got it after I saw one webinar from such “expert”, she shows her stockings and told everyone that she is a brand. And I tried to remember when in last 17+ years of working in advertising and branding industry I showed socks to clients, and I couldn’t remember such moments. That moment I felt extremely outdated. Yes, my hair was green when I was eighteen, and I was probably only one woman with green hair in my country, so on streets, people asked if I’m feeling well. What I want to say is branding is not always trendy. Branding communicates on a very different, deeper level than seasonal changes.

Once upon a time in advertising festival in Europe, I heard the thought that the company need to grow its customer. You sell the soap and clothes to the parents, having in mind their children who will be your customers in ten years, and that you can plan your business based on it. I guess it was very rational thought for 2003. Nowadays however we stop thinking ahead, we are overwhelmed in the here and now, and we need a solution which saves us now.

Here is the solution build a brand wisely. Make it “perfectly imperfect”. It doesn’t mean — try to do it yourself because “perfectly imperfect” by professionals and “perfectly imperfect” by an untrained person without experience are two different things. But think about your quality which your business inherited from you. You will be surprised how your imperfection can attract buyers who associate with the same or are just tired from perfection. Such approach offers a client to relax, tells them “I’m just like you” without saying it. Your little story, your character, your funny habits and a little bit weird beliefs can be transformed to a closer, deeper and more confident connection between you and your client.

P.S. Make a list of your imperfections, strange habits, and old stories. Choose those which can be relevant to your business and can add character to your brand. Use the results in your stories, visuals and ads.

Photo by Freepik