How to Align Your Brand With Search Intent

You’ve done your research on search intent and search engine optimization, and you have the keywords you need to access your audience. But how do you implement them and start building those relationships to funnel conversions?

In order to use search intent in your brand strategy, first you must know your audience’s search intent and the keywords they will be using. If you haven’t yet, read our previous article to learn useful tips about researching and deciding search intent. If successfully implemented into your strategy, search intent will also boost your SEO to help you gain more reach and impressions.

The next step in this process is aligning your brand with your audience’s search intent. In this blog we will cover a three step process to fully integrate these keywords and ideas into your brand. 

Branding is more than just visuals. It is the result of your strategy to help shape how your business is perceived. When designing your brand, you can’t entirely control how others see you, but you can control your presentation. Your brand is what your audience will connect with; while you should consider your business’s personality and offerings, you also need to consider your audience’s personality and needs, like their search intent.

Here are our three steps on aligning your brand with your search intent knowledge:

Brand Mission/Vision

Examine your brand mission and vision. What is your business’s purpose, what do you want to accomplish by creating this brand? What do you provide for others through your offerings? What are your objectives, and what is your plan for meeting them? If you did your audience research correctly, their search intent should already align pretty well with your mission and vision. But if not, rework your statements to fit the keywords you have written down. For example, if your audience’s search intent is commercial and you are a small business that sells health supplements, consider how your offerings will help improve your audience’s wellbeing, and what benefits they get out of it.

Brand Voice

Move onto your brand’s voice. Examine the consistency of your communication throughout business transactions, your social media channels, as well as your other digital and physical marketing strategies. Your voice should have a distinct feel, and be the same everywhere. Are you more lighthearted like Dunkin, or do you utilize your audience’s voice to forward your message like Apple? Your voice should reflect the intent of your audience. If your audience has an informational intent, make sure your communication is factual and to-the-point, centered around sharing knowledge or tips. Those keywords that you’ve researched should come into play in your voice, which is what will especially boost SEO.

Brand Positioning

While a lot more goes into this final stage, your mission/vision as well as voice should funnel into your brand positioning. With the knowledge you now have of how your audience’s search intent falls into these previous steps, deciding your unique standing should come easier. You already know the segment of the market you want to reach because of your search intent. So positioning yourself to fit your search intent should already be underway. Position yourself so when your audience has a search intent, you are already there for them to find.

 

Brand strategy is complex, but success comes from doing the right research and implementing it in the right way. Use this process as a guide to help shape your strategy and build mutually beneficial relationships between your brand and your target audience.

 

Enthuse Creative Can Help

Enthuse Creative can help your business to develop and deploy quality content. Reach out to us today for a free consultation.