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12 November 2014 Christine Hassall

How to build a brand

Building a brand

Building a brand is incredibly important for a company of any size, from charities to cheese shops, and it’s always a good idea to look into improving your strategies. The world of marketing is forever evolving, which means there’s never been more ways to communicate exactly what your company can offer to so many potential clients, and working on getting it right is a valuable use of your time and resources.

There are many different ways to communicate and engage with a wider audience; here are some of the simplest examples to get you started:

Social Media

Some of you may have read those two words and groaned, for some it’s obvious: no matter what your audience, you’ll see a big difference once you start promoting your company through social media channels like Facebook, Linkedin or Twitter.

According to 72% of all internet users are active on social media. For many companies who want to portray a more professional air, social media is seen as one to avoid, and you’re probably thinking ‘my target audience are clearly the other 28%’. Not necessarily. It will be no surprise that 89% of 18-29 year olds and 72% of 30-49 year olds all use social media regularly, but the study also states that 60% of 50 to 60 year olds are active on social media, and 43% of users in the 65+ age bracket are also active.

If you’re not already, it’s definitely a good idea to make your presence felt on these channels and connect with vast numbers of people. As well as being professional and business like, it’s a great opportunity to have fun. It’s a bit of a cliché but it’s true; people don’t buy products, they buy people. Whether you work with businesses, or you’re looking to gain members for your organisation; if you show your market or audience your personal side and you’ll see positive results guaranteed.


For any company it’s fun to play around with ways of getting your message out. Another form of social media, yes, but notably different; the great thing about Youtube is that it’s ‘sharable’. You don’t have to create a relentlessly annoying jingle and you don’t have to worry about going ‘viral’, and you’re probably not going to win an Oscar, but, whether you use infographics, animation or documentary, you stand a very good chance of being heard.

These days it really doesn’t cost much to conceive, film and edit a simple VT you can share with your clients or members. It can be an effective way of engaging with an audience while showcasing your organisation.


Again this is a way of presenting what’s important to you. It can be as personal, formal or professional as you like, and it gives you a chance to present your organisation as a team of individuals working together to deliver a great service. Engaging a customer creates an emotional response, and people are more likely to do business with a company they feel a connection to. What’s more they’re highly likely to recommend you to their peers, or share you online.

Blogging is also a great tool to easily combine content and images. 40% of people respond better to visual information than plain text, according to By including a picture to accompany your written work you’re much more likely to engage an individual, catch the attention of a potential client, or attract a new member.


Do you want to reach a large number of people fast? Do you want to control which of your clients and members can see updates from your company? Then it’s a good idea to look into email marketing. You can play around with graphics and content similar to that of a blog, while knowing that you’re directly connecting with people.

Many believe that email marketing is intrusive, and it’s true it’s a difficult thing to get right, but there are people out there who are sure to appreciate an update about a service you could offer that may help them. There’s plenty of information available online on how to get your voice heard via email effectively without encroaching too much on an individual. It can be a really effective way to open communication channels and start a relationship with your audience.


When it comes to the 21st century there really is no better way to communicate to a wide and global audience everything you are than through a website. You may already have one- if so don’t neglect it; your website could be your strongest business development tool.

To ensure that your website will most benefit your business or organisation, you first have to understand what your audience are looking for. Most find it’s beneficial to look to digital agencies who can create- from scratch- a site that is tailored to you and your organisation; and the rewards are plentiful. You also have to make sure you’re found. That means being at the top of search engine listings - and not for only for your organisation name and product names, but also for when people are searching for the kind of products and services that you offer. It’s best and generally cheapest to achieve this through ‘organic’ SEO, but you can buy a high position through PPC (pay per click). An agency will be able to work with you to find out the best channel for you.

It’s worth shopping around to find the best fit that’s right for your organisation, and a great website is an investment that will help you stand out to your customers or clients for years to come.

Take a look at some of the services we offer at Senior and find out what’s best for building your brand here:


Written by Christine Hassall
Infographic by Charlotte Richards