Creating and maintaining a brand that is authentic, true, and well executed can be difficult, especially in the digital age where we’re presented with excessive information and options. Brand loyalty is significantly harder to win now your potential customers are battling through a constant stream of competitive branded messages each day. With this in mind, it’s easy to see how brand fatigue may arise.
Here are four ways to prevent your customers from tiring of your brand:
1. Think quality, not quantity
We’ve all experienced the constant stream of emails, tweets and blog posts that that fill our inboxes to the point of bursting. Excessive messaging can harm your brand’s image due to the sheer volume of content you are forcing people to process. We are all busy, and we do not have time to read the three emails, ten social media updates and two blogs you posted / sent in the last 24 hours.
There is no need for this bombardment of your brand, and it is more likely to turn potential customers off rather than to convert them. Remember, it’s much quicker to hit the ‘unsubscribe’ button than to delete 21 emails per week – so limit the amount you send to your client base.
2. Provide real value to your customers
We have become so keen to embrace content marketing and be active on social media that we have forgotten to assess its true value.
By creating content that is genuinely insightful, without worrying about the frequency of the posts, you will achieve greater results in terms of engagement and conversions.
3. Be consistent, but not boring
Consistency is the key to a strong and healthy brand, which is why you need to ensure your brand values and product offering show consistency through your messaging. This doesn’t mean you need to stick rigidly to a certain marketing technique, but it does mean that your brand ‘voice’ should be the same. If your audience cannot define who you are, or what your brand stands for, they won’t be able to distinguish you from your competitors.
4. Use unique strategies for each digital channel
Instead of posting the same content on every marketing channel, be smart with your distribution strategy and create something unique for each channel. Although this requires a little more time and effort, it will ensure your audience – who may follow you on several channels – won’t see the same message on numerous occasions.
By keeping your marketing consistent, valuable, and at reasonable output level, you won’t have to worry about your brand becoming fatigued.
Imekota can help you to create a content marketing strategy that keeps your brand fresh, relevant and consistent. Get in touch for a free consultation.