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How to tell if your Brand is Confused

There’s nothing trickier than getting your branding right. Too informal and it alienates a high-value market. Too formal and it alienates those on a lower income. As a result, many businesses attempt to appeal to a broad spectrum of markets, and in turn confuse their company mission, their target market and end up losing out on some serious revenue. We’ve compiled a guide on how to tell if your brand is confused.

 

What exactly is a confused brand? There’s a lot of jargon thrown about when talking about brand confusion – colour theory, font accessibility, user journey – but what does it actually all mean?

It’s super easy to get wrapped up in the nitty-gritty of whether your new site should be azure blue or cerulean mist, but ultimately, it’s how it’s all pulled together across your brand presence – so everything from your premises to your social media.

 

How to tell if your brand is confused

 

Ask yourself the follow questions:

  • What is my company mission?
  • What is the purpose of the company?
  • Where is the business heading in the next five to ten years?
  • Who are my target markets?
  • Who buys my service?
  • Why do they buy my service?
  • What is a typical customer like?
  • What are their interests, career choices, social priorities?
  • Where do they hang out?

 

  • Does my website, logo, premises, social media, etc. reflect these values?

 

Appealing to your high-spending market with a gaudy budget logo put together on some free software? You might want to think again. Consider the message your company is sending out.

 

  • Are the services you offer clear and concise?
  • Have you made clear what your offer actually is?
  • Do you have a unique selling point that makes you product better than your competitors?
  • Do you offer luxury hotel rooms with a twist?
  • Or do you offer exclusive cuisine only available at your restaurant?

 

Make sure your product is clear and concise – it will help to eliminate poor communication and unhappy customers.

 

  • Is my brand uniform across all platforms such as Facebook, Twitter?

 

Make sure your brand image is consistent across all platforms. Keep straplines similar, logos the same and limit informal imagery to social media platforms like Instagram. Ensure you keep your tone consistent when interacting on other platforms outside your website/premises.

 

  • Do I maintain a consistent tone in content across my site/platforms in line with what my market needs?

 

  • Finally, is your tone in your company content correct for your market?

 

A photo of a notepad

 

If you’re aiming for luxury, an informal approach will probably turn away high-value customers. Sell the experience, not just the service/product. It’s not just start-up businesses that need to be wary of brand confusion; it’s not uncommon to come across companies with a long trading history who have lost their way with their branding. As companies grow, services evolve and markets change – so what may have been apt as branding before, has rapidly become outdated.

Be it stuck in old ways or perhaps a fear of change, not updating branding can lead to costly implications. Getting company branding right first time round means that logos and values will stand up against the test of time and 5, 10, 15 years later only minimal tweaking will be required to adapt to the market. Re-branding can be an expensive activity – and also detrimental to the efficiency of a business.

Ultimately, it’s as simple as this: constantly re-evaluate your positioning, and your branding will pay dividends.

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social media campaigns

#challengePOSH Social Media Campaign for Your Business

In today’s hospitality market, social media campaigns are some of the biggest revenue drivers for hotels, restaurant and tourist attractions. Recent research shows that 90% of travellers place more importance on recommendations from friends and family than they do on traditional media advertising streams like the news, adverts and print. So, are you making enough of your social media fanbase? #challengePOSH today!

#challengePOSH

The #challengePOSH campaign is simple. With well over a decade experience building social media fan bases, the POSH girls know how to turn a dormant audience into a steadily growing group of interactive followers. We’ll take note of who you are and what you offer, and help tailor a social media campaign that really represents your brand. Once a month we’ll choose a company to help absolutely free! Read on to find out how to win our help.

Results from Our Previous Social Media Campaigns

Every one of our social media campaigns has been successful. They simply don’t fail, and if your existing fan base is small (below 1,000), we typically see growth in excess of 100%. That means more followers for your brand, more people talking about you, and the opportunity for more sales.

The Dunstane Case Study

The Dunstane is a boutique hotel in the trendy Haymarket area of Edinburgh, with a fantastic restaurant and gorgeous bedrooms. The only thing it didn’t have was an engaged social media audience. We ran a social media campaign with them over a two week period and their results were impressive:

Facebook follower numbers increased by 147%

Twitter follower numbers increased by 150%

On their website (all figures are on a year-on-year basis):

 

  • Sessions on the website increased by 125%.

 

  • There was an increase of 127% of users coming to the website.

 

  • Transactions were up by 38%.

 

  • Overall revenue increased by 41%.

 

  • Revenue from social media was up 249%. It was also the second most successful stream of revenue, after organic search.

 

  • Referrals from Facebook to the site increased by 27,125%.

 

  • Conversions via social referral increased by 100%.

 

  • Average order value increased by 4%.

 

Win Our Help Absolutely Free with #challengePOSH

To take part in our #challengePOSH campaign and win our help with social media campaigns of your own, log in to Twitter or Facebook and connect with us using #challengePOSH. Once a month we’ll choose the most convincing request and run you a campaign for free. Simple as that!

For more information, contact us on hello@poshagency.com or give us a call on 0141 342 4335 to chat. Plus, why not give us details of who you are and what your social media figures look like at the moment, and if you give us your URL we can jump online and have a look! You can RT us using @POSH_Agency or #challengePOSH.

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World map in looking digital

Are Social Media Campaigns for Business Worth Your Time?

These days, social media isn’t just for tagging your friends after a good night out. It’s the perfect marketplace for your business, where smart advertising can be free and real-time likes are often translated into online transactions. Uniquely, social media campaigns are also the one arena where businesses can stand on an equal footing, and where huge advertising budgets aren’t always translated into huge followings.

If you aren’t convinced that an ordinary kitchen-table business can compete with a high-street-brand-turned-internet-store, let me prove otherwise. You see, when it comes to social media campaigns for business, it’s not what you’re marketing that matters, it’s how you market it that counts.

When Social Media Campaigns Fall Flat

It’s easy to be skeptical when you haven’t seen success. A few years back I worked freelance for a luxury hotel OTA based in the UK. It was big business and the advertising budget was impressive. As part of our social media outreach plan we decided to jump on the Facebook bandwagon and give away a £1000 voucher to be redeemed against a stay in a luxury hotel. Since we had hotels in every corner of the world, we decided to go global. Our competition was posed online with gusto (as well as a strapping headline) and we sat back to wait for the ‘likes’ to roll in.

Our starting point was an existing database of 1,672 followers. Not great, but surely enough to get us going? On day one, the ‘likes’ trickled in slowly. Our following grew to the lofty heights of 1721 – hardly enough to warrant breaking out the champers. Day two came and went in similar fashion, while days three through six barely nudged above another fifty in total. When the competition eventually closed on day seven, our Facebook readership had hit 1,936. We had earned a grand total of 264 followers. Did that justify a voucher valued £1000? Possibly not.

A few years later I went to work freelance for a British self-catering company that was trying to break into the Scottish market. By this time I’d learnt a thing or two about social media marketing (I’d even graduated to tweeting). Their Facebook followers were pitifully low in numbers, and their Twitter account was in extended hibernation by the time I took it over. To generate interest I chose to host a competition and create a little buzz. One week later, and with a newfound understanding of exactly how social media for business works, I’d managed to flog three organic chocolate bars for the grand total of almost 600 new followers, proving that prizes don’t need to be big if you market the right way.

You see, what I’d learned was that social media campaigns for business don’t market themselves. There’s no good adding a competition to Facebook and expecting it to grow alone. It needs to be marketed, nurtured. Without the right attention you may as well not bother because you certainly won’t get the right return.

What Happens When Social Media Campaigns for Business Work

While not every campaign takes off like a packet of Mentos in a bucket of Coke, these days I have a fair idea of how well they will work before they get posted, and so far they’ve all been a measurable success. It’s not about being a Facebook genius, either. In fact, aside from work, I barely tag, like or share a thing on my personal profile. It’s about having the right avenues for promotion, knowing when to post, and remembering to engage afterwards.

So what happens when social media campaigns for business work? And I mean really work? Let me tell you about one of our latest social media campaigns on behalf of The Dunstane, a pretty boutique hotel in Edinburgh’s Haymarket and one of our existing clients.

We ran a two week competition to give away an overnight stay for two people, dinner included. We also threw in a box of artisan chocolates from a local company to make it really sweet (pardon the pun). One carefully timed launch date later, a touch of PPC during the inevitable ‘mid-point lull’ and plenty of behind the scenes advertising and we finished on a high; Facebook follower growth of 148%, Twitter followers up by 150%, social media revenue increase of a magnificent 249% and, my personal favourite, referrals from Facebook to the website of an utterly ridiculous 27,125%!

Still think social media campaigns for business are a waste of time? Don’t take our word for it. You can view more results from our work with The Dunstane or get in touch by saying hello@poshagency.com.

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