Improve Your Brand, Improve Your Conversions

By-line: Reimagining your company through research and rebranding to obtain results.

You may be perfectly content with the conversion rates you have at the moment, but imagine how much better they will be after you re-image your brand? In order to drive sales through the roof, there are specific steps you need to take in order to make your brand excel that much more.

What your brand offers is probably something that many other websites offer, too, but yours needs to stand out. So how do you become the best of the best and when do you know if that happens? Simple, the three R’s: research, rebrand, results.

Researching is key

It’s best to know whom you’re up against. Research your competition and make note of what makes them stand out. Is their website more compatible? Is their website that much better looking? Do they focus on a core product? If your research has concluded yes, then it’s time to reshape and rebrand. We’ll give you some tips on how you can optimize your brand to have a direct effect on your conversions.

Know your audience

This may seem a bit silly, but knowing your target demographic versus how you project and market yourself, is key. We aren’t talking about the general age, gender and location of your demographic; we’re talking more personal. While this may take longer to mine data, the end product will be worth it.

In order to learn more about your target demographic, look at your current customer pool. We’re thinking social media. Take a look at some of the general comments from customers on your Facebook or Instagram pages. When reading through their profiles, you should gather any common or notable information about said customer. When you make a list of common interests between customers, you then can target a general interest between customers in your marketing campaign. When you use an umbrella interest, you can garner more customers and fans without being too particular.

For example:

If your brand’s core product is snowboarding boots, many of your customers are probably healthy, active and have knowledge of things such as the X-Games, as well as brands like Zumiez, Hurley and Billabong. Many snowboarders are also into

surfing for the off-season. “Surfing” is a general interest rather than “surfing on Monday’s, then traveling to an indoor ski venue on Saturdays.”

The same can be done through:

Conversations with customers via support chats, calls and e-mails. Tweets that mention your brand Instagram posts that mention your brand

Having the general knowledge of other interests and brands your customer might be interested in will help you with campaigns for new products, finding other competitors and taking a page out of how those competitors market their products and image. But it’s important to not get so hung up in your competition that you copy them or become obsessed with them. Take notes, but rebuild your own brand with this information.

Other steps you can take

Create a key phrase that makes your brand stand out in commercials/advertisements and around the web that make sense with your brand.

Examples:

Dollskill – “Online Boutique for Misfits & Miss Legits.”NastyGal – “NastyGals Do It Better.”

Both of these stores offer alternative clothing for the average grunge lover in the fashion world. With their taglines, it makes sense. (i.e. “Misfits” for Dollskill. )

If your brand creates makeup, your tagline wouldn’t be something like, “Shaping a better tomorrow”, it would be something incorporating a general product you offer, like, “Shaping your eyebrows to help shape the world of tomorrow.” Make sure your tagline is relevant to your brand.

Brand aesthetics

When creating an image through your website aesthetics, make sure your campaigns are consistent with your website’s look. You wouldn’t use a monotone color scheme in your new campaign if your website and product is all about being bold, now would you?

The theme of consistency must transfer to your social media websites, as well. Don’t use a blue and orange color scheme on Facebook, if your website’s color scheme is

grey, pink, black and white. When the customer clicks on your social media, they will be confused as to what brand they have stumbled upon.

When a user sees a different color scheme, they do not see your brand anymore, subconsciously. For example, Hurley’s website is generally grey, black, white and sometimes a deep blue color scheme. This directly registers to their Facebook, where they have a logo and an image of a man surfing on a deep blue/black wave, with grey and white metallic highlights throughout the image. Consistency is key.

In the endThese are just some tips that can help improve your brands aesthetic and personal image with the general public. When you take these and apply them to your brand, you’re on your way to driving up your conversions. It’s all about how personable you are with your customers and that can happen in many ways; it can even boil down to the font you use on your website.