“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” – Jeff Bezos
Branding is where it all happens. Period. Why is branding so important? Because the identity branding provides moves a company beyond its extraordinary products and stellar services to zero in on what’s both unique and fundamental to the company. Try to create a loyal, growing customer base without a strong, recognizable brand. Go ahead and try. It can’t be done.
Retaining current customers and reeling in new and fringe consumers require more than a carefully chosen logo in the perfect color scheme. Of course, those things are essential, but a brand has to be more than a snazzy graphic in an appealing combination of hues. The brand must 100% nail the heart and soul of the company. And in these challenging times, relevance matters more than it ever has, right up there—maybe even surpassing—strength and recognizability.
But branding requires time and can be expensive. So many decisions, tons of attention to details, and did we mention time?
Correct on all accounts. But the bottom line is this: the ambiance/mood/vibe that surrounds your company’s business presence will form, with or without your strategizing. If the “brand” shapes itself, well, you’ll likely wish you’d played a significant role in shaping it rather than letting it come together on its own.
The question on everyone’s minds these days is what will effective branding look like in 2022?
1. A focus on first-party data
All of 2021 found advertisers hit with a plethora of sometimes contradictory, often confusing information, deadlines, and uncertainty surrounding third-party cookies. As a result, Google has delayed the blocking of third-party cookies until late 2023, giving marketers more time to understand the inevitable implications.
“Simply put,” says Drew Kraemer of the Forbes Councils, “in a world without cookies, programmatic advertising efforts will be less effective. And the typical media buying process will become more disjointed.”
Now is the time to lean, lean, lean into first-party data. Luckily, there’s still time to beef up your company’s first-party data, building upon what you’ve already gleaned, whether little or a lot.
2. Round up influencers
Brands should be strong, recognizable, relevant, and influential. A brand has to carry some weight, and that’s where influencers come in. PR efforts must incorporate the scoping out of influencers continually. None of this, “This month we’re on the prowl for influencers . . .”
Don’t let the mindset of “rockstar famous” or “exponentially expensive” nudge influencer marketing out of your advertising strategies for 2022. An “influencer” is just someone who has a platform and a following.
3. Embrace the magic of the mundane
Thanks to the pandemic, life’s simple, everyday pleasures have risen in status. We now treasure things we once took for granted with nary a thought. Rather than being pushed aside as too ordinary or dull, the everyday-ness of routines and “normal” happenings of daily life have taken on a near-magical air as we’ve collectively sought solace in simple pleasures.
So, brainstorm ways that the ordinary can strengthen and elevate the relevance of your branding strategies in 2022.
4. Be consistent
Consistency will never go out of style, despite the topsy-turviness of today’s world. The more chaotic and disjointed life becomes, the more we crave consistency. In your brand’s voice, purpose, goals, presence in the community—and on and on—the consumer yearns to see, feel, and hear a consistent message—the more uncertain the times, the more desirable a dependable brand.
Consistency breeds trust, which leads to loyalty, translating into the oldest-of-all-marketing strategies, word of mouth. Consistency will distinguish your brand over those that discount its importance.
5. Provide stellar customer service
If it seems customer service appears on every list relating to sound business principles, there’s a reason for that. Customer service sends a loud, definite message—always has and always will. So what are customers looking for in 2022? These tumultuous times have caused already thin levels of patience to shrink even further. We want what we want when we want it. And that usually means now. Whether it be answers to questions or correcting an error or mistake, folks have little tolerance for waiting.
While the thought of making it easy for customers to leave feedback about their customer experience can cause nail-biting and sweaty palms, people will appreciate the opportunity to share feedback. And when their comments and concerns are taken seriously and responded to in a timely, professional manner, the information can strengthen a company’s brand.
In 2022, the emotional connections people crave will send them seeking brands that appreciate it. At ASJ Partners, we understand the ins and outs of branding for the recruiting and staffing industry. With over twenty-five years of experience in this vital sector, the ASJ team can be your right arm when it comes to making your brand stand out. So, isn’t it time you checked out what ASJ Partners can do for you?
