The 21st century has been defined by constant change, accelerated innovation, and a general feeling of friction in almost every industry. In fact, there’s been so much friction that many brands have adopted the term “branding” as an umbrella term for everything from branding strategies to brand identity. So what is branding? What does “sticky branding” even mean? And how can your business take advantage of sticky branding techniques to grow your brand and audience? Read on to learn everything you need to know about sticky brand marketing.
What is sticky branding?
Sticky branding refers to practices that keep your brand top of mind with your audience. By leveraging sticky brand strategies, you can build stronger connections and become more memorable in the minds of your customers. In other words, sticky branding is marketing strategies and tactics designed to make your brand stick in the minds of customers. Many businesses focus on their product or service offerings, but don’t consider the importance of branding as an additional touch point that customers interact with. While branding is often thought of as a way to visually communicate your company’s story, it’s also an opportunity to communicate your brand’s personality via tone of voice, creative elements, and other assets.
How sticky branding works
To truly understand what sticky branding is, we need to understand how branding works in general. According to branding and marketing experts, the process of branding your business begins with a name and logo. But visual representation of your brand is only the beginning. As you develop your marketing strategies, you should keep in mind how each touch point could impact how your customers perceive your brand. For example, you may decide to develop a blog as a way to connect with your audience and drive interest in your business. With a blog, you have many options for content creation. Do you want to publish product reviews? Write about industry trends? Share behind-the-scenes stories from your team?
Why sticky branding matters for your business
Sticky branding is more than just pretty designs and carefully crafted logos. It’s also a commitment to a consistent messaging strategy. When you have a core message, you have a chance to make an impression on your audience and build a strong relationship with them. Strong branding can also help you overcome the challenges of competition and market saturation. After all, if your brand is sticky enough, customers may choose your business over competitors even if your product or service is a little more expensive or a little less convenient than other options.
3 ways to make your brand “sticky”
- Be consistent and authentic – Your brand should always be delivering the same message, no matter what channel the message is coming from. From your blog posts to your social media posts, you need to be authentic, consistent, and unapologetic in your message.
- Create meaningful content – Create content that isn’t just feel-good fluff but is also based on your customers’ needs and interests. For example, if you sell a product that is helpful to new parents, you can use your blog content to provide helpful tips and resources for new parents.
- Get creative with channels – It’s not enough to publish posts on your blog and publish content on social media. To make your brand sticky, you need to be creative with the ways you are connecting with customers and potential customers. Be open to evolving your strategy over time
-Create a podcast and video series.
– Host meetups and in-person events.
– Get involved in your local community.
– Explore new marketing channels and trends.
– Experiment with new content types.
2 key takeaways
Branding is more than a logo, tagline, and a few designs. It’s also a commitment to consistent and authentic messaging. Stickiness is created by being consistent and authentic, and creating meaningful content that resonates with your customers’ needs.
Finally, you can make your brand sticky by getting creative with channels. This can include experimenting with new content types and brainstorming creative ways to engage customers across platforms. Branding is a crucial aspect of any business, whether it’s a start-up or an established brand. However, branding can often be confusing, and it can be difficult to understand how you can make your company stand out.
With that in mind, branding essentially means creating a visual identity for your company that helps customers understand what you do, who you do it for, and why you’re better than the competition.