What is Brand Reach and how can you improve it?

Competition is fierce across all markets, and gaining trust and engagement from your ideal clients is critical to business success. Do you attract and retain top clients? Read on to learn about brand reach.
​

What is Brand Reach?

Brand reach goes beyond people knowing who you are. It’s not just how many people saw your latest post on Twitter, or how many people know your brand’s name. It is defined by how connected people are with your business, do they like and trust your brand?

/

• 1
• 2
• 3
• 4
• 5

Brand reach tests the strength of your brand with your customers, to see whether the connection can stand the heat. It is the reason why customers keep coming back in the good times, and don’t leave in the bad times. 

/

• 1
• 2
• 3
• 4
• 5

Some say that brand loyalty takes a long time to develop, and that many businesses need to focus on the quick wins. But building a strong, credible brand creates incredible momentum, and a long-term foundation for success. If you follow the previous stages of brand transformation, then building loyalty should fall into place from day one.
​

Why is Brand Reach Important?

Brand reach and loyalty ensures that your clients will stay with you through good times and bad. Without reach, your business will be less resilient in a recession, and will miss out in boom times.

If you have established brand loyalty, you will be resilient to economic and political turmoils. Your goal may not be for your business to last forever, but focusing on this will make for an extremely resilient business.

Professional service businesses will ultimately provide a similar product. Not only is the service almost identical, but the marketing messages can often be similar. 

How often have you seen a professional service firm say, “we care about your success” or “we go above and beyond”? You need to ask yourself what actually makes our service better than others? A good way of understanding this can be to ask your clients to see why they chose you. 

It’s important to showcase how you offer more value than other firms to initially attract them to work with you. Equally, you must establish a connection with your client so they don’t feel tempted to go elsewhere in the future. They need to feel valued as clients, and get the same amazing experience each time they work with you - not just the first time.

What are the benefits of Brand Reach?

​Brand loyalty

As discussed, brand reach where you connect with consumers effectively, can contribute to developing strong brand loyalty. You can never overestimate the value of your loyal customers.

/

• 1
• 2
• 3
• 4
• 5

Brand reach is a process. If people know your brand, they become familiar and comfortable with you. Even if they don’t directly work with you, this familiarity can develop trust. Then, when they are faced with a decision of who to work with, they are more likely to choose you over a competitor.

/

• 1
• 2
• 3
• 4
• 5

In most cases, loyal customers account for most of the ongoing business revenue. We live in highly competitive times, and customer loyalty is so much more than repeat business. It's when your clients will ignore your competitors’ attempts to win them over by undercutting you on price. Think about it.

Cultivate new leads

In addition to brand reach improving brand loyalty, it can also broaden the net of potential leads. Understanding where your marketing campaigns can best reach your ideal clients can unlock new opportunities. You may currently be focusing your marketing on one channel, but trying a new channel could attract new audiences which will re-energise your brand reach. Do you think your marketing is reaching all the potential clients out there?

​Save you money

It is, on average, six to seven times more expensive to attract a new customer than to retain an existing one. Brand reach saves you money by nurturing customer loyalty. Branding is the ultimate tool to build and nurture client loyalty. 

It combines visibility, differentiation and the reassurance offered by verbal and visual consistency. Brand loyalty works hand-in-hand with brand consistency, which implies a consistent and familiar customer experience. Existing and potential clients are constantly reminded of what you offer, and how you fulfil their expectations best. This makes the cost of sales decrease with each new sale and dramatically boosts profit margins.

​How do I improve Brand Reach?

​​Use your insights and knowledge

Brand reach falls into the fourth stage of brand transformation, delivery. By now, you should have established brand clarity, brand positioning and brand visibility. From the insights in the previous three stages, you should understand the following:

• What is your brand strategy?
• Who is your ideal customer?
• Where is your brand positioned in the market?
• What is your niche?
• What is your brand identity?

Using this information, your brand reach success should be simple. The final stage of the process is to execute your brand strategy, using your brand identity to then develop relationships with potential clients and develop business connections. 

Having a well positioned brand, with clear values and a remarkable difference, makes delivering delight to your customer much easier. It will guide and uplift you and your team every day on how to deliver effective brand reach to each and every client.

​Consistency

When establishing a connection with consumers, the brand image must be portrayed clearly and consistently in order to build trust. If your consumers are confused by your branding, or unsure of the brand personality then it can make them uneasy about working with you. Research has shown that inconsistency can harm a brand’s image, so ensure that all your marketing material is aligned with your brand strategy. 

Consistency with your brand reach will involve the design elements; logos, colour scheme and typefaces. But, it also means the tone of voice and type of content you create on your digital platforms and other channels. If your brand is about showing professionalism with a warm, personable approach, but you release an article which is blunt and detached, then it may damage your customer loyalty.

​​Emotion

Even if you are a B2B company, there's still a level of emotional connection between your brand and your audience. People buy from people they know, like and trust. But before they get to know, like and trust you, they're likely first to encounter your brand. Think about how you can appeal to your ideal client, what are their worries and goals? Focusing on their needs will show you understand how to support them and provide them with the best service.

/

• 1
• 2
• 3
• 4
• 5

We work to understand how we can develop brand reach that you will be able to benefit from for many years, and teach you how to adapt the strategy as your business grows.

/

• 1
• 2
• 3
• 4
• 5

​Ultimately, you need to delight by always delivering on your brand promise for clients to have brand loyalty and keep coming back. Having a well positioned brand, with clear values and a valuable niche, makes developing brand reach and customer loyalty much easier. 

A business with a strong brand can focus more on delivery and less on sales, safe in the knowledge of having an active and committed client base.

​Get started by taking Acacia’s free Brand Performance Scorecard

​Acacia's Brand Performance Scorecard will give you clear branding insights to grow your business in less than five minutes. Try it now.

Take The Scorecard