Building a Brand: Enhancing your brand equity through strategic marketing and valuable customer experiences.
For many companies, especially those in niche industries that have a loyal following such as equine or manufacturing, there’s an ongoing struggle to raise their brand to the top. Before the Internet, brands relied on repeat customers, advertising through traditional mediums and amplification of their products/services through trial and word-of-mouth.
Now, at every turn marketers are fighting for a piece of the consumer pie (in more places than one). How do you make your brand stand out when consumers are overrun with choices? Through new experiences and meaningful relationships, on and off-line.
In the equine industry, consumers are immersed in their brands. They are constantly looking for a product or service that they can trust and really rely on – whether it’s to make their horse(s) healthier, get a leg up on the competition, make their job easier or their business better.
So, the opportunity for equine brand building (outside of traditional mediums) lies in experiences that are developed through digital problem solving.
We’ve all turned to Google at some point in our lives for a recommendation. And, for niche industries, this is the sweet spot for brand building. Through Search Engine Optimization (SEO), website content and blogs that truly help your customers and an authentic brand voice that’s consistent on- and off-line, customers have a chance to experience your product before they even buy it. Therefore, creating relationships that will resonate with consumers the next time they are in need of your product or service.
Are you interested in other digital brand building strategies? Download our digital audit to assist you in setting up and executing a successful digital marketing campaign.
Interested in equine marketing? See some of previous our work building equine brands:
Integrated Ad Campaign
On the Move Sweepstakes