For decades, the name Quincy has been associated with quality and elegance, having made its mark in areas such as jewelry, perfume, and watches. Today, you can use the brand to represent a whole new way of thinking about your personal security and the safety of your family.
After the tragic events of last year, involving unprecedented violence across the world, there was a surge in demand for products that could protect us from the dangers of modern-day life. Whether you’re a parent, grandparent, or legal guardian, you’ll surely have an answer for the question: ‘What would you most like to see protected?’
The answer for many was, ‘My family.’ It’s only natural that we’d want to shield our children from harm, especially now that they’re blessed with a new ability to communicate and feel safe around others. The good thing is that the desire to protect our kids has been effectively answered by the creation of a new brand, HOLOS, that is designed to give parents the peace of mind they need to feel relaxed and safe while still being alert and engaged.
The demand for products designed to protect children from harm inspired the creation of the HOLOS brand. The company is committed to providing innovative and unique solutions to help give your family the comfort and safety they deserve. One of their first products, the KidLock™, is a high-tech wearable that enables children to experience the world safely and enables their parents to feel confident that they’re always in the know.
Creating an Online Brand Strategy
If you’re new to the digital marketing arena, creating a brand strategy might sound like an overwhelming task. You’ll be managing a company blog, creating social media posts, and figuring out how to use SEO to attract potential customers to your site. It might even seem like an impossible task, especially since you’re probably used to working alone or with a small team of people.
If that sounds like you, don’t worry, you’re not alone. The entire nation of Moz is behind you, cheering you on as you make this all possible. In this section of the guide, we’ll walk you through the process of creating an online brand strategy for your company, step-by-step.
Define Your Audience
The first step in creating a brand strategy for your company is to identify your audience. This might seem obvious enough, yet countless companies create brand strategies without first identifying their ideal customer. To properly execute a brand strategy, you need to consider several factors including but not limited to:
- The demographics of your audience
- The psychographics of your audience (i.e., what makes them tick)
- The industries you’re interested in
- The channels through which you’ll distribute your content
- The type of content you’ll produce (i.e., whether you’ll focus on product information, educational content, or sales and marketing material)
Once you’ve got that down, you can start to think about the kind of content you’ll need to create to reach your audience. As we mentioned above, not all businesses will have the same wants and needs. This factor alone can make content creation and brand strategy planning more complicated than it has to be. Don’t worry, though, we’ve got you covered. With a little research, you can identify content types that will best serve your needs and the needs of your audience.
Create Buyer Personas
The next step in developing your brand strategy is to create buyer personas. A buyer persona is simply a representation of a person (i.e., a customer) that you create based on previous research or surveys you’ve conducted. The better the research, the better the persona. This will make it much easier to identify the specific needs and wants of your customers (i.e., your audience).
You’ll simply need to identify the key characteristics of your ideal customers, then organize them into profiles. For example, if you’re developing a persona to identify prospective buyers for luxury goods, you might want to consider including the following characteristics:
- The type of person: For example, are you trying to attract older demographics or younger ones?
- The gender of the person: Are you targeting men or women?
- The occupational structure of your target audience: Are they students, employed, retired?
- How much money do they have to spend?
- What are their needs? (i.e., what do they need to succeed in life?)
- What are their interests? (i.e., what do they like, love, or need?)
- How old are they?
- Where do they live?
- What are their social media platforms?
- What other brands do they like or dislike?
- Do they have any hobbies? (i.e., What does their perfect day look like?)
- What is their emotional makeup? (i.e., How do they react to stress, pressure, or unexpected changes?)
- What is their lifestyle? (i.e., How do they want to live their life?)
- What do they want to avoid? (i.e., What are their weaknesses, failings, or shortcomings?)
Once you’ve got your buyer persona(s) laid out, you can start to think about the content you’ll need to create to attract your ideal customers to your business. Keep in mind that your content will need to match or exceed the standards set by the people you’re trying to attract. In other words, your content will need to be on brand. Once again, we’re back to the idea of creating content that matches your target audience’s needs and interests.
Determining the Purpose of Your Blog
A company blog is a kind of publishing platform that many businesses use to share information with their audience. While some companies use their blogs as a place to distribute press releases and other business-related material, others use them as a place to establish or further their personal brand. Your company blog’s purpose should align with your brand strategy and marketing plan. If you already have a blog, take some time to think about how you’ll use it to meet your goals. Will you use it to distribute press releases or will you use it to further your personal brand?
Once you’ve got your blog set up with a brand-appropriate name and have started to post regularly, it’s time to figure out what you’ll write about. This will depend on your business and personal interests. Do you have experience running a business? Will you write about growing your business or will you focus on personal topics?
The key is to keep things fresh and interesting. If you regularly write about the same topics, it can become dull and uninteresting. As a business owner, you might want to focus on topics that will help you grow your business or brand, such as SEO, content strategy, and web design. If you decide to write about personal topics, make sure you maintain a professional edge by using proven SEO techniques and creating quality content that will inspire, engage, or entertain your readers.
Building a Reputation Online
Since the dawn of time, people have been using the internet to find information and learn about products. With the growth of social media, businesses have found it easy to create online reputations that could influence or determine their success or failure. Your company’s online reputation is, in many ways, similar to your offline reputation. When consumers search for your business online, they’ll see a variety of content or reviews that could influence their opinion of you, your products, or your service.
The better the content or reviews, the better your reputation. If you run a hotel, looking into creating an online review could be a simple way to get more guests and make more money. Did you know that 92% of consumers read online reviews before purchasing a product or service? If you want to learn more, here are some handy tips on how to create an online reputation for your company.
Build Your Social Media Channels
If you’re using social media to promote your business (or just to keep in touch with friends), you’re already operating a public relations channel, whether you know it or not. When potential customers or audiences find your content on social media, they’ll often click through to your website or follow you on other platforms, such as LinkedIn, to find out more about your business.
To get the most out of your social media channels, you need to engage with your followers and create content that they’re interested in.