Tips On Branding
Some marketing experts will tell you that no matter how good your product or service is, that isn’t enough. They will also point out that if people don’t know who you are or recognize your logo, the largest ad campaign in the world won’t help. So how can you brand your business? Start with these tips:
Think Like a Consumer – When you go out to buy something, what makes one product stand out more than another? What is the company doing to catch your attention? If you’re looking for a mouthwatering ice cream cake do you go directly to the largest ice cream chain because they display their ice cream cakes on television constantly? That’s branding.
Think About Value – Just because you tell people your product or service is the better value, how can they be sure? Make what you sell valuable to customers by getting them to recognize your product first and skip the other guy. This will require some marketing and promotion in addition to other branding tools.
Make a Difference – Your product or service must be different from your competitors. Even if your product is exactly the same, find a way to make yours unique and clever. If you and a business owner down the street sell the same kind of tires, throw in an alignment for free.
Stick With Your Brand – Nothing confuses consumers more if you hop all over the place in your advertising campaigns. Don’t change your logo either. Find one that works and stick with it. Only keep employees who are committed to promoting your brand with great customer service.
Rely on Customer Input – If you hear customers saying they like something you’re doing, ask them why and build on that input.
Evolve When It’s Time – You may be stuck with a slow-moving brand. If this happens, start at the beginning again and reconnect with your customers. Find out how you lost trust and value.
Make It Seem Like a Secret – You want people to buy from you and you want repeat as well as new customers. If you offer individual customers something and make them feel it’s only for them, they will talk and soon others will want the same thing. Only do this if you are prepared to entice your customers in exactly the same way. Make them feel you are doing something special just for them.
How important is branding? Think about it the next time you buy a car, eat out, or go to the grocery store. When you visit your favorite places, think like a consumer and write down what drove you there in the first place.