Awareness, connection, reputation: The importance of brand when marketing in the HR niche
These three challenges will ultimately decide your brand reputation…
According to Gartner, the world-leading research and advisory company, 77% of people agreed that buying anything B2B is increasingly complex because of an overwhelming level of information available from so many companies*.
That means there is a whole lot of noise out there that companies are trying to compete with. It means that creating a distinct and clear brand is essential - you want people to hear about you, seek you out and then agree that what you offer is the best for their needs.
So how do we break that down, making sure brand and communications do what you need them to do?
Brand, essentially, is a company essence. It’s a culmination of purpose, promises, beliefs and values which emanate through its services, products, messages and content. It can shine through its people too.
But – and it’s a big but - a company’s audience (likely its current and prospective customers, employees, investors and the media) are the ones who ultimately decide what the actual brand image is.
It’s their perception of a company that dictates how the company is viewed and understood.
So, although branding is designed and led by the company trying to promote its ideas and values, it is the audience that decides whether it’s believable and a success.
Don’t get me wrong, this doesn’t mean audiences are in full control - a strong brand should create and influence a solid image, not least by supporting audiences so they understand its ideas and values.
There are three particular elements marketers need to increase or continually maintain to support their brand: awareness, connection and reputation.
Brand awareness
Brand awareness is all about visibility and the number of people that know about a company, its goods and services. This relies on audiences understanding what a company promises to deliver, the value it adds (from its goods/services or its expertise and knowledge), as well as how this value is distinct from competitors.
If brands can prove their value and a positive differentiation, then customers are likely to purchase goods or services from them over competitors when it comes to making buying decisions.
With this greater awareness, companies can increase their market share. If they can become the first point of call for audiences encountering a specific issue, then this leads to more sales activity.
Brand connection
Building brand connection involves creating a company message that truly resonates with audiences. It needs to emanate with the audience’s values, beliefs and ideals.
If businesses can build connections really well, they have the ability to build brand communities – ideally creating brand fans.
To do this, understanding customers and their needs right now (and the future) is essential; delving deep into their needs and views. It is not enough to simply resolve their problems, but to understand their way of thinking and create a sense of belonging.
On a basic, instinctive level, humans seek to belong, wanting to connect because it helps to establish parts of our identity and ensures a feeling of certainty - reinforcing our core values and beliefs.
Therefore, if a brand can tell their company story in an emotive and authentic way that resonates with those around them, customers are more than willing to become brand loyal and a connection is easier to establish.
Brand reputation
Building a positive brand reputation is all about turning loyal audiences into brand ambassadors. It requires a strong awareness and connection so that the company becomes trusted and favoured by target audiences.
Word of mouth is important here – if someone likes a brand (or doesn’t), you can be sure in a niche like HR, it’ll spread around easily. HR people seek views from other HR people.
Brand reputation, therefore, is a long-term game requiring a process of building brand solidity, distinctiveness and trust. Though the process can be slow, companies that provide this security for target audiences can reap the benefits, with higher sales and market share.
Ultimately, what matters when creating a strong brand image is understanding what your company delivers and how this supports what your audiences need, value and believe. Marketers who understand the context of these, combine them and compellingly communicate these ideas consistently across company content, can create a brand image that people love.
Want more information on how to get your brand heard and trusted? Get in touch - we’re here to help.