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Haben Unternehmen eine eigene Persönlichkeit?
That depends on who you ask and what you’re referencing. In 2010, it was ruled that a company is a person. The concept of Corporate Personhood says that (according to Wikipedia):
Die Rechtsauffassung, dass ein Unternehmen unabhängig von den mit ihm verbundenen Personen (wie Eigentümern, Managern oder Angestellten) zumindest einige der Rechte und Pflichten natürlicher Personen hat, wird als Körperschaftsrecht bezeichnet.
No matter what you think about that ruling, it’s hard to argue that companies don’t carry unique mindsets and goals. Affiliate marketers are no different, and your affiliate branding could probably use a little humanity. Branding sets your business apart from the millions of other businesses, influencers, and marketing professionals.
People support emotionally — and they buy emotionally — more often than not. There’s a reason branding is such a frequently discussed topic in affiliate marketing. It’s an industry fueled by trust, after all. Branding is what convinces your audience that they can relate to and should support your business.
How do you brand yourself in a way that builds limitless trust? You keep your business’s identity the same every time it shows up in front of other people.
Creating a personality with your branding that shines across every place you market it is well worth the trouble, and we’re going to tell you why (and how) in this blog post!
Was zählt als Branding?
In einem Beitrag in dem beeindruckenden Blog des beliebten Marketing-Genies Seth Godin wird das Wort Marke ist wie folgt definiert:
“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.
If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.”
Wenn wir sagen, dass Markenbildung alles ist, dann meinen wir das auch so. Ihre Affiliate-Marketing-Marke beginnt und endet mit Ihnen, Ihren Aktionen und wie Sie Ihre Absichten präsentieren.
Einige wichtige Bestandteile Ihres Brandings sind:
- Logo
- Farben und Themen
- Wortwahl und Tonfall
- Qualität der Produktion
- Schriftarten und Typografie
- Verpackung
- Kundenbetreuung
- Preisgestaltung
Most of all, you should think of your branding as the experience your business offers. It’s the mindset you encourage, the promises you keep, and more. Visually, your brand gives people the chance to recognize you at a glance. What do your choices say about the character of your business?
Beim Branding geht es nicht nur darum, einen Eindruck zu hinterlassen, sondern auch darum, eine Erinnerung zu hinterlassen!
Wie steigert konsistentes Branding die Konversionen?
A consistent brand boosts conversions by creating an emotional connection with your audience. When they see your emails in their inbox, they’re moved to action. Your audience click through when they get that familiar greeting from you. When they land on your site and read your blog, they’re compelled and excited to click your affiliate links and make a purchase. They recognize your branding, trust your words, and are comfortable with their decisions in your hands.
Nahtloses Branding steht ganz im Dienste des Aufbaus von Markenbewusstsein. Markenbekanntheit entsteht, wenn ein Verbraucher zuerst an Sie denkt, wenn er etwas aus Ihrem Bereich braucht. Sie suchen nach Ihren Beiträgen, Ihren Kommentaren, Ihrem Input und Ihrer Präsenz. Möglicherweise überprüfen sie sogar Ihre Website oder Ihre Präsenz in den sozialen Medien, bevor sie wichtige Entscheidungen treffen.
Your audience becomes familiar with who you are, what you deliver, and why you’re the optimal choice for their needs (or the person to lead them in the right direction). For affiliate marketing, that means they’re clicking whatever link you offer up and are more likely to convert.
Consumers often pick the same products, services, and voices every time once they find the ones they like. It’s notoriously hard to get someone to switch to another brand of shampoo or lotion, for example. Before someone falls in love with a brand, though, they need to feel emotionally connected to it. That’s where seamless branding shines.
With the right branding, you can burn yourself into the minds of anyone interested in your niche (it’s less painful than it sounds).
Wie kann ich ein nahtloses Branding aufbauen?
Creating consistent branding gives your words and work personality and flow. You’re not just an affiliate marketing rep in a sea of other affiliate marketers. You’re the guy that does those funny tech reviews, or the woman who mastered digital marketing and knows her way around SAAS. You’re the person who tests products so consumers don’t have to, and your origin story is legendary. People fall in love with stories, with personalities, and with consistency!
Richtig gemachtes Branding schafft:
- Emotionale Verbindung
- Anerkennung der Marke
- Markenbekanntheit
- Sofortiges Vertrauen
- Markentreue
- Einfache Mundpropaganda
- Höhere Umsätze
Beim nahtlosen Branding kommt es auf Ausdauer und Engagement an. Einige allgemeine Tipps:
Früh beginnen
When you’re beginning your affiliate marketing journey, one of the first things you should do is decide on messaging and brand identity. Let your first thoughts after your business plan center on the type of personality the company (or you) will put forward.
Konsequent bleiben
Once the brand tone and voice are figured out, stick to them across every area you market. The only way to build a dedicated following is to remain loyal to the messaging that attracted an audience in the first place. People are notoriously fickle about shifts in branding that they’ve put their trust in, so make changes with a tremendous amount of thought.
Um erfolgreich zu sein, sollte Ihre Marke in allen Bereichen visuell und verhaltenstechnisch konsistent sein:
- Soziale Medien
- Websites
- Werbung
- Überall, wo Ihr Unternehmen auftaucht!
Erfinderisch werden
It’s 2020. There are few ways to wirklich shine, but that doesn’t mean you have to be boring. As you’re injecting personality into your words, messaging, website, and more, think of ways to stand out. Getting creative can mean something as small as offering help in a niche way or approaching situations in ways only you could manage.
- Erstellen einzigartiger E-Mail-Vorlagen und Betreffzeilen
- Entwickeln Sie einen spezifischen Stil rund um Ihr Thema (Die Kunst der Männlichkeit ist ein hervorragendes Beispiel)
- Verwenden Sie eine Figur, die Ihr Affiliate-Marketing-Unternehmen repräsentiert
- Erstellen Sie eine benutzerdefinierte Logoanzeige für alle Ihre Videos
Ein Erlebnis schaffen
Der einfachste Weg, eine Markenpersönlichkeit zu schaffen, besteht darin, Erfahrungen für Ihr Publikum zu sammeln.
If you do most of your affiliate marketing through a podcast, add your character to the ads! Most companies will have a specific script you need to read, but put your spin on it. If you have a horror podcast, make your ad reads creepy and somber. If you’re a YouTube commentator, add your specific spark.
ASMR-Künstler take the cake with this one. You haven’t experienced relaxed shopping until someone whispers the values of audiobooks into your ears. Take a page from their book and customize the affiliate experience!
Abschließende Überlegungen
So, do companies have their own personality? Yes! Your company’s brand is everything that makes up your business’s voice, culture, and visuals. That personality is what will convince your audience to click your affiliate links and buy.
Branding is everything that makes your business approachable. It’s what makes your business memorable. Remember that your branding builds:
- Emotionale Verbindung
- Anerkennung der Marke
- Markentreue
- Sofortiges Vertrauen
- Einfache Mundpropaganda
- Schnelleres Marketing
Und Sie können die besten Ergebnisse aus Ihren Branding-Bemühungen erzielen, indem Sie:
- Frühzeitig beginnen
- Beständig bleiben
- Erfinderisch werden
- Eine Erfahrung aufbauen
With the right amount of effort, you can endear your brand to your audience. Consider what unique aspect would make your affiliate marketing efforts stand out and how you can get them to stick in people’s minds. Build an experience that your audience won’t soon forget!
Haben Sie eine Markenidentität? Würde Ihr Publikum Ihr Branding erkennen, egal wo es es sieht? Teilen Sie uns in den Kommentaren unten Ihre bevorzugten Methoden mit, um sich von der Masse abzuheben!