How to incorporate brand building with inbound marketing

Why should we invest in our brand identity and how can we? Our Chief Strategy Officer Ismo delves into how you can increase your brand awareness through inbound marketing.

How to incorporate brand building with inbound marketing
Written by Bethany Lee
Inbound marketing, HUG  |   2 minute read

What’s a brand without its identity? It’s overlooked and forgotten about. It’s estimated that 82% of investors prioritise brand recognition above all else. And it's not hard to see why.

There’s a lot more to brand awareness than just basic advertising. Putting an advert in a newspaper is all well and good, but it doesn’t have that personal touch. This is where inbound marketing comes in. Incorporating inbound marketing into your branding strategy can revolutionise your business.

Our Chief Strategy Officer, Ismo Nikkola, will tell you how and why you should do this. Hit the play button to find out more.


Become the brand you’d trust

Take it from us; trust is essential to a business’s overall success. Be the dependable brand that’s seen as the safe choice. Trust means having a confident relationship with a brand. Knowing that a customer will make a smart decision when purchasing your product is key to what makes a visibly successful business. 

Ask yourself, would you trust your brand if you were a customer? If not, it might be time to rethink your strategy. 

It’s estimated that a staggering 70% of B2B decision-makers make their choices on potential suppliers before anyone contacts them. Your image is essential to your overall brand identity and first impressions are important to this.

Having the expertise and reputation for being seen as experts at the top of your industry builds consumer trust. For instance, who would want to buy from a shoe brand that recently rebranded from a sweet shop? Find your brand specialism and stick by it!


Show your authority through thought leadership

In simple terms; thought leadership building is a process of three steps. By providing this authority, your business increases trust and brand awareness. 

It’s not only important to provide authority when building trust, but you should also provide clear solutions to your customers’ needs. Answering questions and directing customers in the right direction is crucial to building a strong relationship with them. 

Of course, there are different depths to this three-step cycle which Ismo delves into. In all stages, you should show consistent traits of capability through expertise and character through your brand purpose. To come across as a trusted brand, consider your customers' needs. What do they want from your brand and why?

Mastering these touchpoints will build the customer experience.


Trust the TomorroWave process

Inbound marketing is methodical, which makes it so effective. Ismo goes into Avidly’s TomorroWave growth process that we use to guarantee a successful brand campaign using inbound techniques. 

This starts with engaging the customer in thought leadership and brand awareness early into the nurturing stage. When they engage in your brand, you then continue to leverage that relationship on a more personal level with content and outreach. This is known as the charm phase. But that’s just a brief summary of how this helpful tool works.  

When led with enough reassurance and expertise, the customer can also become a promoter of your brand. Carefully implementing sales in each stage can help increase your growth and brand reputation without excessive marketing that breaks the bank.


Want to find out more? Join us for the next Manchester HUG session

After watching Ismo’s talk at the top of this blog, why not come along to the next Manchester HUG event to get even more learnings and insights? We always switch it up with expert speakers on hot topics so you leave with the most value and actionable inbound marketing tactics you can use right away.

To reserve your spot for the next event, hit the button below.

Register for the next Manchester HUG here