Surprisingly, there are many Singapore companies that don’t really care about their branding. In fact, many of them figure that as long as their business is ranking for their top keywords, branding doesn’t really matter. This may be true in some cases, but in most, branding could mean the difference between standing out from the competition or blending in with the rest of the crowd.
The truth is, there’s more to digital marketing success than rankings. When faced with choosing between you and the competition, the user will often click the site that offers the best branding experience. And that’s because they often associate a positive or negative emotion with it. So branding is essential, especially if you offer a high ticket service or product that requires a lot of consideration.
Companies that are Well-Branded Convert Better in the Search Results
Singapore businesses that have brands that are more established tend to see more organic traffic. Even if your company does a lot of advertising, without a strong brand presence, you’re going to inevitably miss out on a serious amount of visitors. Digital visibility is a must.
This isn’t to say that advertising is a waste of time. Sure, you want to maintain a great digital presence, but you still need to make sure that you’re spreading awareness about your business. In other words, you shouldn’t put all of your eggs in one basket.
So What Is Branding?
When it comes to defining exactly what branding is, it can be very tricky. In fact, there are many marketers with a lot of experience and an infinite amount of formal education who misinterpret what this process is all about. They often miss out on the big picture altogether and assume that the steps that are taken to brand is actually the branding itself. For example, if you want to make sure that your company is well-branded, then there are several visual guidelines and standards that you must follow, but these guidelines and standards are just one element of branding.
Another element that marketers tend to mistake for branding is awareness. They assume that getting the word out about their business is the branding. But again, this is only a small portion of the process.
Many mistake testimonials and reviews as branding. However, this, like the other is only an element of branding. Sure, customer service is an essential part of establishing trust and credibility with your target audience, but it should not be mistaken for the actual process of branding itself.
So what exactly is branding? Put simply, branding is the process of creating an image for your business that helps to establish a consumer preference for your service or product. All of the previous elements that we have just discussed come together to create this experience.
The Value of Name Recognition
Whether we like it or not, name recognition plays a huge role in the buying decisions of consumers. Whether your company is large or small, whenever a consumer has to choose between several different options, they will likely choose the company that they are more familiar with. No matter their quality of service, they would rather work with the company that they have heard of before.
A great example of this is the technology industry. When computers were becoming more popular, there were many companies that offered quality products. However, when it came down to making the final purchasing decision many consumers went with the bigger names–those that they had seen before. Sure, some of the other companies may have offered cheaper and better products and services, but ultimately, they didn’t know anything about these companies.
In fact, many consumers were of the mindset that if you didn’t choose a company that had a lot of name recognition and something went wrong with your products, then it was the buyer’s own fault. Even if something went wrong with the larger brands then it wasn’t the fault of the buyer because the larger brand was likely known to provide solid solutions.
Things have changed over the last decade. Consumers are now starting to do more research and considering several other factors other than just the size of the company. However, name recognition still plays a significant role in the buyer’s journey, though it does vary depending on the industry. In order to compete, you need to make sure that your brand name is associated with reliability.
Why SEO Professionals Should Care About Branding
When it comes to advertising a new business and creating brand awareness, there are several methods that a Singapore company can use. This is especially the case when it comes to advertising offline. Things like billboards, radio and commercial ads can work wonders. However, what Singapore business owners eventually come to realise is that though effective, these methods can also be rather expensive. And that’s where SEO comes into the picture.
What SEO experts should realise is that the key to name recognition is often great branding. In fact, SEO agencies should get excited when they learn that their new client’s company has absolutely no brand recognition. This creates the perfect opportunity because you’re working with a clean slate. These companies often have limited budgets so SEO can help with recognition especially for services and products that are being researched by the consumer.
What SEO professionals need to do is focus on answering the questions that the consumers have. When you have all of the answers, this helps to build both trust and credibility. The more questions you answer, the more potential customers will see your name and realise that your products or services may be just what they are looking for.
When it comes to SEO, Singapore business owners tend to get too caught up in using the right keywords to get to the top of the search engine. They become overly concerned about what Google thinks and how they can please the search engine crawlers. However, this often leads to a huge missed opportunity.
What is as equally as important as using the right keywords and creating valuable content is the branding that goes along with it. Consumers often associate positive and negative emotions with a brand. And this means that when faced with various options, they will ultimately choose the company that has the most appealing branding.
The key to good branding is to garner as much name recognition as possible. Sure, consumers are doing a lot of research before making their final purchases these days, but name recognition is still a huge factor. People are more comfortable with buying from a company that they are used to seeing. So when you think about the perfect SEO marketing strategy, don’t just focus on the technical side, you need to create an experience. Answer people’s questions so that they realise your products and services are the answer.