One quality of effective branding strategy is a brand’s visibility within its marketplace. A brand must be accessible to its marketplace therefore be visible. Maintaining a visible brand is important not only for potential customers, but existing customers as well. Consumers need to be constantly reminded of the brand so it remains top-of-mind when it is time to purchase.

Visibility within the marketplace can be achieved through:
Web presence—a strong web site that is returned in search engine results attracts those researching products and services
Advertising—print and web ads keep a brand in front of its audience, attracting potential customers
Blog posts—weekly posts build credibility and provide value
Expert articles—in trade and local publications keep customers informed and aware of the organization
News—active companies have frequent news; publish news through press releases and the web
Newsletter—regular newsletters via email or snail mail provide a reminder of the brand and add value
Trade associations—attend trade and stay active in trade associations to give the brand a human presence

Creating a visible brand requires a multi-pronged approach. The brand must frequently appear to its target audience in the areas listed above.  Visible brands see higher return on investment, require less face time with potential customer, and produce more profitable results.