Using Your Brand to Drive Conversion
We all have our own measures of success. Some people feel they have achieved success by maintaining good health, earning a much sought after promotion, or finally reaching a thousand followers on social media. For the most part, success is tied to a quantifiable measure. Take a credit score rating for example where the higher your score the more successful your rating is. If you’re looking to achieve a high credit score you might try to maintain a low debt to income ratio or make payments on time. Both difficult tasks in this economy if you ask me, but I’m going somewhere with this I promise! Much like a credit score, a conversion rate is a quantifiable measure in marketing that we use to measure marketing communication performance and refine strategies. Strong branding is that low debt to income ratio that’s going to drive your conversion rate for success.
While I can offer you little to nothing about debt-to-income ratios, let’s talk about branding and find out why it’s more important than you think. From the outside looking in, you might think that a brand is just a catchy slogan like “Just Do It” or a globally recognized logo like a partially bitten apple. Without really trying, you can easily associate that slogan or logo to an identity and THAT is your brand. There is a positive correlation between branding and increased conversion rates. A strong brand sets you apart from the competition, establishes credibility and builds a loyal following. In simple terms, it’s easy to sell something when people know who you are and love what you’re about. Apply this rationale to a sales funnel and you will see that a strong brand helps conversion rates by attracting the attention of qualified leads that are more easily converted to action.
