How to build a strong brand in Sri Lanka [Updated]

Every time you connect with a consumer, you have the chance to leave a lasting impression. 

Logos, color schemes, and taglines may spring to mind while thinking about a brand. 

A brand, however, is much more than that. 

It is the experience that your business provides to clients during every step of the purchasing funnel and the aftersales care. 

Forming a potent marketing and sales strategy begins with building a successful brand. 

It enables your business to identify its position in the market, enabling you to more effectively communicate with your target audience. 

Forging a corporate culture and attaining future growth requires a strong brand

For instance, MAS, Keells, and Dilmah Tea have all found success by living up to their brand’s core values.

Sri Lanka is a lower middle-income earning and developing country.

Many sectors contribute to the Sri Lankan economy including Tea, Tourism, the Apparel industry, and so on.

These industries gain the most foreign exchange to the country.

Is there any way we can use the increasing trend of digital marketing to boost these industries? Let us find out.

Creating a Strong, Consistent Brand:

Mainting Consistency through Vision, Value Proposition and Positioning

In today’s competitive marketplace, where consumers are bombarded with an overwhelming array of choices, having a strong brand is no longer a luxury but a necessity. 

A strong brand sets you apart from your competitors, attracts loyal customers, and drives business growth. 

But what exactly does it mean to have a strong brand, and how do you go about building one?

A strong brand is not just a logo or a catchy tagline; it’s an encompassing concept that reflects the core values, personality, and mission of your organization. 

It’s the emotional connection you forge with your customers, the promise you make to deliver exceptional products or services, and the reputation you build over time.

To provide people with a clear sense of what to anticipate from you, it is crucial to have a strong, consistent brand. 

Maintaining a consistent brand across all channels—website, social media, email, advertising, billboards, and in-store interactions—is necessary for omnichannel marketing. 

A vision statement, value proposition, and positioning statement are three essential components to keep in mind when doing this.

A vision statement outlines your overarching aims and beliefs, which serve to guide and inspire your team. 

Your value proposition should highlight the distinctive qualities that set your business apart from the competitors. 

Additionally, a positioning statement aids in striking a balance between what customers anticipate from your brand and how you want it to be viewed.

Your marketing, sales, and customer support teams can all offer a consistent message if your brand has a strong base. This fosters trust, which generates revenue, loyal clients, and long-term success.

Attracting the Right Clients and Finding the Right Employees

Finding the right clients for your company is simpler if your brand is well-known. 

You may build a community that is consistent with the principles and behaviors of your company by focusing on people who possess the same values and traits as your brand. 

This not only helps you draw in the proper clients but also makes it easier to hire people who share your company’s vision. 

In this sense, having a strong brand may make it clear how your company conducts itself both internally and internationally.

Turn Your Brand Concept into Reality

For you to engage with your audience and demonstrate your knowledge, content is the key to doing this. 

This is done through blogs, movies, webinars, infographics, eBooks, and a lot more. 

You may establish a connection with your audience and convince them that you are their best option by producing material that fulfills their requirements or aspirations. 

Additionally, if your brand definition permits it, you may think about email or advertising campaigns that highlight why your company is the best choice.

Digital marketing and the Tea industry

The tea industry is one of the key players in the Sri Lankan economy. 

The tea industry alone has contributed to more than 1 million employment opportunities and approximately earns 15% of the total foreign income. 

Ceylon tea is world-famous for its authentic taste and herbal properties.

To promote Sri Lankan tea, Digital marketing tools can be used. 

Targeted social media marketing campaigns may spread awareness of Ceylon tea. 

Social media and the Internet are the best pathways to approach new customers around the globe.

Digital Marketing and Tourism industry

The third-largest foreign exchange-earning sector of Sri Lanka is Tourism. 

With the unexpected Covid-19 pandemic, the Sri Lankan tourism industry went downhill since last year.

It is not a secret that Government invests a lot to up bring the tourism sector in Sri Lanka, again. 

Digital marketing strategies such as Influencer marketing and content marketing are the best tools to promote the Sri Lankan tourism industry.

Launching promotional campaigns with renowned influencers and creating relevant content to advertise the most attractive tourism destinations of Sri Lanka is the way to get discovered by prospects.

Digital marketing and Apparel industry

Apparel export is one of the main contributors to the Sri Lankan economy. 

For example, in 2019, Sri Lankan apparel exports earned around 5.3 USD billion. 

It is recommended that Sri Lanka should move from just manufacturing and exporting apparel to creating entire supply chains for the fashion industry. 

Digital marketing strategies such as Mobile Marketing, In-store tech, and Social media influencer campaigns are best to boost the apparel sector of Sri Lanka.

Industries can grow with digital marketing if utilized correctly and consistently. 

8 Steps to crafting a Strong Brand Identity

A strong brand is an invaluable asset that can lead to increased brand awareness, customer loyalty, market share, and profitability. 

It’s the foundation for long-term business success and a powerful tool for differentiating yourself in a competitive marketplace.

Like constructing a house, developing a strong brand involves 8 key components to create a solid foundation. Creating a strong brand identity requires a strategic approach that involves the following key elements to be in your brand.

1. Define Your Target Audience

Before crafting your brand message, it’s crucial to understand who you’re trying to reach. Identify the demographics, psychographics, and behavioral patterns of your ideal customers. This understanding will guide your brand positioning, messaging, and overall marketing strategy.

2. Craft a Compelling Brand Story

Your brand story is the narrative that explains your origin, mission, values, and aspirations. It should be authentic, relatable, and resonate with your target audience. Share your story through various platforms, including your website, social media, and marketing materials.

3. Develop a Unique Brand Position

Identify what makes your brand unique and why customers should choose you over competitors. What is your unique selling proposition (USP)? Clearly articulate your brand positioning in a concise and impactful statement.

4. Create a Consistent Visual Identity

Your visual identity includes your logo, color palette, typography, and imagery. Ensure that these elements are consistent across all platforms, from your website and social media to print materials and merchandise.

5. Establish a Strong Brand Voice

Your brand voice is the tone and style of your communication. It should reflect your brand personality and resonate with your target audience. Maintain a consistent brand voice across all touchpoints, including marketing materials, customer service interactions, and social media posts.

6. Deliver Exceptional Customer Experiences

Your brand promise is only as good as its execution. Provide exceptional customer service that exceeds expectations and builds loyalty. Encourage customer feedback to identify areas for improvement and continuously refine your products and services.

7. Leverage Marketing and Social Media

Develop a comprehensive marketing strategy that aligns with your brand goals and target audience. Utilize social media platforms to engage with your audience, build brand awareness, and drive traffic to your website.

8. Monitor and Adapt

Regularly track brand metrics, such as brand awareness, brand sentiment, and customer loyalty. Analyze data and insights to identify areas for improvement and adapt your brand strategy accordingly.

To ensure the brand remains relevant and the experience you set out to create is consistent, it’s crucial to frequently evaluate the progress. 

Are your followers show increasing signs of engagement? Is your content strengthening or eroding your brand?

We can assist you if you need assistance creating a strong brand for your company.

We assist companies all across borders in achieving their branding objectives. Don’t be hesitant to get in touch!

Especially during the challenging times traditional marketing will have limitations. 

Hence it is better to move forward with digital marketing.

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