How To Build Your Corporate Brand in 5 Steps

Your company comes to a customer’s mind. What do they think? How do they feel? What expectations do they have? These are all questions a brand strategy answers. It stands for who you are, what you do, why you do it, and for whom you do it.

When your customer thinks of your brand, they think of a promise. Decades ago, they’d recall your brand by your name, slogan, sign, symbol, or any combination of those. Today, a brand is a perception a customer has when they hear or think of your company name, service, or product.

Every company needs a strong brand strategy. Not only does a brand strategy set you apart from the competition, but it also promotes recognition and can generate referrals. This builds loyalty from not only your customers but also your employees. It gives them something to stand behind and believe in.

Building a corporate brand is an involved process including the entire company. Ready to build yours? Here are steps you should follow to develop your corporate brand:

1. Audit your current brand

Before you can take any action, you need to learn what’s working and not working with your existing brand. Understand the effect of your current brand messaging, logo design, website design, print material, etc. Learn what people like, what needs to be changed, and what to keep. Take the time to review competitor brands during this step too.

2. Choose what your brand will promise

A brand is a promise from a business to its customers. You need to decide what you will promise, and you shouldn’t do this alone. Gather your company’s business leaders. Hold an open discussion about what your company stands for. Cover your mission, customer profiles, and, most importantly, what you promise. Don’t forget to make sure you conduct thorough market research to make sure that you understand the psychographic information behind your future loyal customers. This will be used to create your key brand messaging.

3. Make sure the company is in agreement

Yours isn’t a company of one. You need to make sure all of your employees are on board with your brand messaging. Try sending them a survey asking how they perceive the company as it is. From this, you can learn how they think your brand should communicate with customers. It will also help align your employees with your leadership.

4. Bring the brand to life

It’s time to take your conceptual ideas and turn it a brand strategy. Complement your brand strategy with visual assets. Create or edit your logo design, website design, etc. Have the long-term in mind. Your branding should stand the test of time.

5. Put together branding guidelines

You can’t be the only one in the company who knows “the brand.” Put together a brand guide to share across the entire company. Make sure it includes colors, fonts, and how to use the logo design in different situations. Make sure these guidelines are followed. A great brand has consistency.

It takes an army to build a brand like Starbucks or IKEA. Wondering how to do branding for your company? Feeling intimidated? Don’t be – we’re experts in helping businesses like yours’ build a brand. Feel free to reach out to us for any help needed in building your brand. We’d love to help you identify and share your story.

3 Website A/B Testing Tools

A/B testing is becoming more and more common as teams realize how important it is for a website’s success.

[vc_row][vc_column][vc_column_text]The Web is a huge, competitive marketplace with very few (if any) untapped markets, meaning that being successful by offering something unique is rare. Much more common is that you’re competing for the business of your customers with several other websites, so attempting to convert every visitor into a customer or upselling/cross-selling your services better could make all the difference to your bottom line.

Due to this, the market for A/B testing tools and CRO (conversion rate optimization) tools is growing exponentially. But choosing one can be quite a time-consuming challenge, so in this article, I’ll compare the best A/B testing tools to help you decide which is most suitable for you or your team.

A/B testing is about experimenting with visual and content changes to see which results in more conversions.A/B testing often follows usability testing as a means of testing a solution to a flaw in the user experience identified using metrics like bounce rate in an analytics tool like Google Analytics, and thanks to the depth and quality of A/B testing tools available now, A/B testing is accessible to designers as well as marketers and developers.

 

1. Optimizely

Optimizely is one of the leading — if not the leading — A/B testing and CRO tools on the market today. It offers analytics tools to suit users of all levels and a multitude of A/B testing tools. (You could think of it as the Google Analytics of A/B testing, with a much simpler user interface.)

Consider this scenario: You have an eCommerce store built with Magento. You’re aware that in certain cases it may benefit stores to add a one-step checkout solution instead of the standard multi-page checkout, but you’re not sure if your store fits that use case. You need to test both options and compare the results with/without the one-step checkout experience. You know that running two versions of the checkout simultaneously requires changes to the code, which is a complex matter.

With Optimizely, you can send a certain amount of your users to a totally separate checkout experience to collect conversion data. If the experiment yields negative results, you delete the experiment and the original checkout web page still exists and works fine. No harm was done.

With their Web Experimentation tool, which offers an easy-to-use visual editor to create A/B tests without requiring a developer (optional), the ability to target specific user types and segments, and create experiments on any device, Optimizely has all your bases covered.

Although you can run A/B tests without a developer, your variations can be more targeted (for example, your variations can go beyond color, layout and content changes) if you have the skills and/or resources to develop custom experiments with code. By integrating your A/B tests into your code, you can serve different logic and test major changes before pushing them live.

Also, if your product extends beyond the web, Optimizely works with iOS, tvOS and Android apps. Optimizely’s Full Stack integrations make it possible to integrate A/B tests into virtually any codebase, including Python, Java, Ruby, Node, PHP, C#, Swift, and Android.

2. Google Optimize

Google Optimize is a free, easy-to-use tool that integrates directly with your Google Analytics Events and Goals to make A/B testing quick and easy! It’s ideal for traditional A/B testing, focusing on comparing different CTA (call to action) elements, colors, and content.

Developers aren’t required for implementing Google Optimize since it’s as simple as adding a line of JavaScript to your website and then customizing your layout with the visual editor. With this, you can change the content, layout, colors, classes, and HTML of any element within your page.

It’s not as sophisticated as Optimizely, since it doesn’t allow you to create custom experiments with code/developers, but it’s free. It’s great for those starting out with A/B testing. For each Google Optimize experiment, you’ll need to specify which Google Analytics Goals or Events will be the baseline for your A/B tests. For example, if you were A/B testing a product page, you could use an “Add To Basket” event that you’ve defined in Google Analytics to evaluate which of your variations converts the best. The Google Analytics report then gives you a clear indication of which variation converts best. It’s ideal for those on a low budget!

Just don’t get carried away, as Google famously once did, by testing 40 different shades of blue to see which converted best!

3. Unbounce

Unbounce focuses on landing pages and convertible tools. Convertible tools use triggers, scenario-based overlays and sticky bars to A/B test offers and messages to learn when, where and why your visitors convert. An example? If a user tries to leave your site, they’re shown a discount code in a modal or a sticky header, and a test will determine which is more effective.

Landing pages can be an amazing way to validate your ideas, build excitement around a new product, and/or re-engage dormant customers. The problem with them is that they can result in false positives. If you get very few conversions you may feel like your idea is invalidated or demand for the new product doesn’t exist, when in reality users were just unimpressed and/or unconvinced by the landing. Unbounce helps you to determine what your landing is missing.

While you can choose from over 100 responsive templates designed for many markets, goals, and scenarios, and then customize it with your own content using their drag and drop UI, you can also integrate Unbounce with your own design, making a terrific solution for designers and marketers who need to collaborate. Unbounce also works with Zapier and Mailchimp, so data can be transferred across the other apps and tools that marketers use.

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Author: Jamie Murphy
Source: sitepoint.com

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