Customers are particular about who they do business with. They are looking for solutions to their pain points, and are highly likely to consider price point in their decision process as well. But if for whatever reason they don’t like who you are and what you stand for as a brand, you will inevitably have difficulty winning them over.
Branding is a unique blend of marketing, messaging, credibility, reputation, and emotional response. Your brand is so much more than your name, slogan, sign or symbol. Today’s brand is the very perception that a consumer has when they hear or think about your company’s name, service or product. The discipline is evolving almost as quickly as customer expectations, but here are a few things you should know about defining your brand.
Knowing Your Customer
Branding, in part, is about exploring your target market and getting to know the preferences and personas of your customers. To succeed in building a brand that your customers are drawn to, you need to understand their needs and wants. Think about how your customers look at your brand. Who are they in relation to you? Why do they value you? What should they like about you? Who do they look to for recommendations or suggestions? Who do they trust? What would disappoint their expectations, or even frustrate them? How can you design your brand to be more reflective of the customers you want to attract and retain? As your customer comes to identify with you, your brand will become more influential on their purchasing decisions.
Differentiate Your Brand
There are inevitably many companies on the market who offer the same or similar services to yours. That is the nature of our economy, and generally that’s a good thing. Competition inspires great work and better prices. But it also makes it easy for companies to get buried in an oversaturated market. The answer to this issue is to do something to make your brand stand out from the crowd. Do you offer a unique user experience? Are you more committed to customer service and overall satisfaction than your competitors? Are you leading the industry in using the most cutting-edge technology? Whatever it is that makes you stand out, that is an important part of your brand. It’s also what will attract customers to you as opposed to your competitors, so be thoughtful about what differentiates your company.
Consistency of Voice
Messaging is an important part of your marketing strategy, but inconsistency across your messaging will inevitably confuse and distract your customers from committing fully to your brand. To ensure that you are presenting a consistent voice, your messaging needs to be synchronized throughout every customer touch point, including your marketing, your sales conversations, your customer support, even your social media outlets. These all work together to present a unified brand image or experience.
Are you looking for consultants who can help you refine your marketing strategy?
So, when you are developing your marketing strategy, take some time out to dive into what it is that makes your brand unique, how you relate to your customer, and how you can present that messaging in a consistent manner. Your brand will be the stronger for the extra attention. If you need a helping hand, our team of creative consultants are ready to help you connect with your customers. Contact Clarity Consultants today.