It’s 2018, and consumers have seen it all. If you’re a new business on the market and you’re offering the same old nonsense in a brand new package then the market isn’t going to bite. Technically, every business is just selling an identical or near-identical product to other businesses in its industry. However, there’s always a hook that separates one successful company from the next. Apple sells technology with pretty operating systems, and Microsoft sells technology with professional operating systems. Uber and Lyft are two taxi-based apps that offer the exact same service (let’s be honest), but their pricing schemes can cause customers to side with one service over the other. In many cases, competing brands only differ from one another in minor ways. Nonetheless, these minor differences are often the deciding factor for consumers when it comes to the product or the service that they want to buy. And that’s the important thing to remember when you’re trying to compete with the big businesses in your industry – you just need to find your gap in the market. If you can deliver a better solution to your target audience then they’ll choose you over rival companies.
The point is that consumers are interested in the brand behind the product. They’re not fooled by catchy slogans and big promises. People are smart. You’re a consumer, after all. You know how the business world works. You know that you’re seeing the same goods and services repackaged in different ways. However, those subtle differences still influence your decision when it comes to making a purchase. Sometimes, you’ll choose the cheaper product when you’re looking at two competing items of equal quality. Other times, you’ll choose a slightly more expensive brand if their product is of a higher quality. There are many factors at play when it comes to a consumer’s decision-making process. That’s why it’s such a competitive landscape. And in the current business world, fierce competition calls for even fiercer marketing tactics. An “outside the box” brand is necessary in the modern landscape. Let’s discuss the ways in which you could work on your business’ image.
Some traditional methods of marketing still work.
Whilst people may use the internet to do all their shopping these days, that doesn’t mean physical marketing is completely useless. Life isn’t completely digital yet – we do still exist in the real world. And your business needs to utilise all potential opportunities to spread its brand in the real world. There are many ways in which traditional methods of marketing can improve your company’s brand. In fact, so many companies are shying away from “old advertising” that your business might actually stand out by marketing itself in old-fashioned ways.
For example, you could use brand merch to advertise your company. People always like marketing when it comes in the form of a practical item. You should try something a little different from the standard branded biro and give out business card sweatshirts as a quirky way of spreading brand awareness. Of course, you can go further than this to make an impact on potential or existing clients. You could even send handwritten letters to long-term customers as a way of thanking them for their loyalty. That kind of “outside the box” thinking will make your brand stand out in their minds for a long time. People get printed letters and adverts through the post all the time. They’re nothing more than mass emails in physical form. But a handwritten letter takes time and effort. Your customers will know that a real human being has written that letter. This will humanize your brand.
Your workforce needs to live up to expectations.
As discussed throughout this article, your brand can only be successful if the consumer market accepts it. And that’s impossible if you don’t deliver on your promises. In other words, if you promise to deliver high-quality products and friendly customer service but your employees don’t live up to those expectations then your customers aren’t going to trust your brand. That’s why your workforce needs to live up to expectations. A pretty brand image means nothing if your employees can’t deliver. You should aim to increase productivity by helping your team out. You could check out this IT advice on choosing software to take care of certain services in your company. If you automate certain administrative tasks then your employees will have more time to focus on the important parts of their work. You’ll make their lives easier, and they’ll treat customers better. It’s a win-win situation.
Your message needs to mean something.
It’s crucial that your brand stands for something important. You need to think outside the box when it comes to intriguing the target audience. The best way to do this is to create an identifiable brand. We’ve talked about finding a gap in the market; maybe this is the way in which you could find that gap. Perhaps you don’t need to offer a revolutionary new product or service. Sometimes, having a powerful brand message is enough to turn heads. You could donate some of your profits to the community, for example. You could even “go green” to save the planet (and your finances). Showing that your business cares about people could really win over some new customers. People like brands that care.
Reward your customers, and they will reward you.
Yet again, customers are the ones who will bring success to your brand. You need to impress them if you want to build a reputation and beat the competition in your industry. That’s why it’s so important to build long-term relationships with your clients. We’ve talked about achieving this by utilising creative marketing techniques and a powerful brand message, but you need to think about the way in which you directly communicate with your customers. That’s what really counts. If you open up a dialogue on social media platforms such as Twitter then your customers will really feel as if their thoughts are being heard by you. Again, this makes your brand feel human. And the better your reputation, the more likely you are to reel in new clients. That’s how your customers will reward you if you reward them.