As far as branding strategies go, storytelling and visibility are at the very top of the strategy food chain.

TNG Area Group Manager, Founder of The Engine and a leading Business Advisor, Catherine Cooke, presented to a recent TNG online meeting about the importance of having a branding strategy for the longevity of your business.

Catherine Cooke, who has had her fair share of business experience, including working for large corporates and even venturing out on her own in the early days to launch Buzzy Bee clothing, has learnt a thing or two along the way about the importance of strong branding for a company.

Catherine told the meeting that the art of storytelling and constantly staying visible to your customer are essential strategies for creating strong branding.

Storytelling

They say that the key to a man’s heart is through his stomach, and from reading between Catherine lines, it seems that the best way to a customer’s heart is through honest and straightforward storytelling. 

Storytelling for your business creates an emotional connection with your desired audience; it presents vulnerability and authenticity. Something that people seem to search for in this ever-changing and selling world.

There are so many different ways you can tell your story to your customer, whether visually through a television advert, on a blog post, on a billboard, or even through a song.

“Think about it as if you were looking for love; when you are looking for a potential partner you are looking for value right? Forget the outward extra’s, the things that are only around for a season. You are looking for long-term value in someone, and storytelling within your business gives your brand that same kind of value,” Catherine said.

“It connects people with the human side of your business and helps to further drive conversation about you, particularly if they have never heard of your business before.”

Visibility

Catherine said it plainly: “If you are not constantly getting your brand or product in front of your ideal client, you will be forgotten.” 

As a business, you need to stay consistent with your visibility. This doesn’t necessarily mean paying for the same TV advert to play a hundred times repeatedly on one TV channel. It means cross-marketing between as many different digital platforms as possible. 

Use different content to communicate consistent messages and branding across multiple channels like YouTube, Facebook, television, and radio platforms. 

“Always put your branding in front of people, make it easy for them to see. You never want your customer to have to go searching for you,” Catherine said.

“It’s obvious that there are several branding strategies out there that will strengthen your brand and rein in customers. But when you are thinking about your customers on a human level, it’s safe to say that you as a customer also value companies who have a story and companies who keep up with the changes in the world by always staying visible. Tell your story and stay in your customers face.”

Talk to Catherine about how to tell your story and get your brand visible, +64 21 618 409, 09 869 3990,  www.theengine.biz