Imagine you have big plans to start your own coffee shop. But how are you going to handle the sea of fierce competitors like Starbucks and chains like McDonald’s that have been selling coffee for years and have millions of loyal customers?
This was the problem that Death Wish Coffee, a company based in Saratoga Springs, NY, faced in 2012. This brand claims to sell the strongest coffee in the world, and the seriousness of this statement is supported by the skull at the look angry on the company. logo.
At first, the company surely struggled to keep up with the well-known coffee brands in America, until Death Wish Coffee managed to run its ad during the Super Bowl.
Since then, the company’s revenue has skyrocketed, as Death Wish Coffee has managed to make $ 2,083 per minute After the Super Bowl ad aired, the company managed to grow 200% in just one year.
But while a large part of the company’s success is due to this announcement, you can’t give it all its popularity. Death Wish Coffee has also worked extensively with influencers, including platforms such as BuzzFeed, who have tried and promoted their product:
Apart from that, the company sells its own products in addition to running a coffee facts blog and sharing coffee-themed memes on Instagram, where the company has over 260,000 subscribers:
Image Credit: Instagram
There are three words that describe Death Wish Coffee’s success – smart online branding. This company is a great example of what a smart and efficient approach looks like to building a brand online.
So, if you are a small business owner and find yourself in the same situation as Death Wish Coffee used to be, we want to share with you some helpful growth tips that will help you build a successful online brand.
1. Optimize your presence on all channels
The first step you need to take on your journey to a successful online brand is to make sure that you are consistent across all the channels that you will be using for your branding.
To achieve this consistency, start by preparing your press kit which must contain the following elements:
- logos in PNG format
- company profile
- bio of your company
- bios of your direction
- facts about your business, company values
- Press Releases
- Contact information
Also, be sure to prepare your brand’s mission statement. For example, if your business is a foreign language school that helps children with special needs learn French, then your mission should clearly represent your purpose and target audience, which would set you apart from other similar businesses.
Next, develop a content marketing strategy for each of the channels you will be using for branding purposes. For example, Death Wish Coffee uses its Instagram to post memes and engage with its audience, while its YouTube channel is primarily focused on marketing videos and podcasts.
So, decide what would work for your small business based on the types of content that are already working well for your audience. To find out this information, visit the Analytics tab of the social platform of your choice and see the engagement for each post:
This information will give you ideas, what content to use for each of the platforms in order to represent your brand in a coherent way.
2. Leverage partnerships
One of the online branding approaches that helped The Death Wish Company grow so quickly was influencer marketing. On YouTube you can find many videos from micro to macro influencers tasting their coffee and sharing their opinions, which brought Death Wish Company more media coverage and national fame.
Another small business that takes advantage of influencer marketing to benefit the brand online is MeUndies, a Los Angeles-based lingerie company. Their partnerships range from micro-influencers with just over 1,000 followers to huge online stars like YouTubers Jenna Marbles and Julien Solomita:
Image Credit: Twitter
If you are a small business planning to grow and expand your brand online, you can avoid partnering with influencers because it is an effective strategy for finding and engaging the audience you are looking for.
Additionally, consumers love these partnerships because they trust the influencers they follow. Apparently almost 40% of Twitter users bought a product because of a recommendation from their favorite influencer.
However, you can’t partner with a random influencer. Your choice should depend on the influencer’s audience type, niche, the content they typically produce, and how well their brand values align with yours.
3. Use viral trends
Finally, if you want to increase your brand’s visibility online, you need to know the current online brands and use them in a way that makes them speak for your brand.
For example, you might remember a trend from years ago of a white and gold or blue and black dress, which split the internet in two. Tide used this viral trend to advertise their product and their Tweet gained a lot of attention as a result:
Image Credit: Twitter
You can do the same for your small business and advance your brand online. To make sure you don’t miss a trend that might work for you, set up Google Alerts and check out daily trends on Twitter and other social platforms.
Building an online brand for a small business is a challenge. You will have to do a lot of work to get your brand noticed, not to mention the sea of competitors that you will also have to fight.
So be patient. Building a brand online will take some time, so make sure you get started as early as possible. Make your presence consistent across all channels, find great partnerships that will get more people to know about your brand, and use popular online trends to your advantage. Even if you don’t see immediate results, all your efforts will eventually pay off.
Kate is a passionate writer who enjoys sharing her thoughts and experiences with readers. Currently she is working on corporate brand online, you can check her website here. She loves everything related to travel and new countries.