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If you ask business owners, "What is your brand?" most will respond with the name of their company or the name of the product the company sells—for example, "Xerox" or "Kleenex." However, the name is just the tip of the iceberg when it comes to brand building. It's not enough to have people talking about your brand; you need to know what people are saying and how they feel about your products. Content marketing enables you to connect consumers with your brand, and vice versa.
What's the point of brand building?
Let's revisit the brands we mentioned earlier. At one time, both Kleenex and Xerox were considered the leaders in their respective industries. However, neither brands' owners, Kimberly-Clark and Xerox respectively, protected the brand names, and now Kleenex refers to any tissue and people "xerox" documents on all brands of printers and copiers. The takeaway: It's not enough to identify your brand; you have to vigorously protect it as well.
This is where brand building comes into play. If you create a distinct brand that is associated with your company and no one else's, you won't have to worry about your brand being genericized. People don't think of Whoppers when they see the Golden Arches, nor do they think of Reebok when they see the Nike swoosh or Michael Jordan's silhouette. Your brand should represent your company and nothing else.
Enter Content Marketing.
Content marketing makes brand building easier. Through content marketing, you control what is said about your company, who is saying it and how it is being said—because you're the one saying it. Through a combination of your company website, company blog and social media content marketing strategy, your business can build a unique identity. If your brand is becoming muddied, you can use content marketing to set the record straight. It's also the ideal platform to prove that your product is better than the rest. And the best part is that your customers may do it for you. Interact with your customers through Facebook, Twitter and other social media platforms, and your brand will be cemented in customers' minds throughout the world.
If you have an excellent product, it's time to scream its benefits from the rooftops. eZdia can help you implement content marketing strategies to make your company a household name, and build up your brand so consumers not only know who you are and what you represent, but are also willing to join your chorus of satisfied customers.
