Every business thrives on a unique identification set to rub shoulders in the competitive space. Very often, figuring out how to remain at the forefront of your customers’ minds is puzzling. It is even more confusing when yours is a small business now making in rows.
Are you stressed by determining how to create a niche for your business? You’re not alone as in the US, more than 30 million small businesses will most likely be sharing in your predicament. To get you out of your stress, you should consider these tips to make your brand stand out.
This is a contributed post. Please refer to my disclosure for more information.
Know your target audience
Knowing your target audience is a vital element required for your brand personality and voice. Depending on your business, understanding the target market can help you determine your market’s gender, education level, and age. You can also know their income levels, interests, and occupation. Your ability to categorise your target market enables you to craft a brand message that fits perfectly into specific behaviours and lifestyles.
Give reverence to value creation
It is essential to not only meet your clients’ needs but to exceed them as well. When was the last time you created value for your customer, and how did you do it? You can start by providing a better product at a discounted rate and go further to offer excellent customer service. Your reference point must be active competitors in your space as you strive to outpace them. You can also consider providing free delivery services to new or existing customers within a defined location. Furthermore, create convenience on your website by making it user-friendly for customers. You can make use of a virtual photo booth on your site to draw in more clients to your business. Brandmatic is one such company with expertise in helping you run this in your web browser. They also provide support with analytics and branding elements that help your company to engage better with customers.
Tell your compelling but authentic story
More often than not, human beings are emotional than logical and are bound to relate to a story that resonates with them, and your compelling story will do just that. However, be sure that this story is authentic. You do not want to go down that tedious path of restoring your brand image. One such company guilty of stretching the truth was PepsiCo’s Naked Juice. Customers disputed claims that the drinks were “non-GMO” and “all-natural.” After a lawsuit, PepsiCo agreed to pay out settlement fees of $75 to customers who provided proof of purchase. Those who could not show evidence of sale received $45. How strong is your brand to withstand a reputational blow like that? Remember to be authentic because your customers are discerning.
Allow your personality to show through your brand
Maybe your company is youthful and fun, a little nerdy, or perhaps strict and professional. Either way, your brand must have a unique personality that connects with the public. Right now, try to figure out your business’s personality. You should be able to reflect on your business culture and marketing tone to create that unique identification you want your customer to have of you. More so, your consumers should get a feel of your brand on your website. Turn to existing brands for guidance. Over the years, Adidas has managed to present itself as the athlete’s reliable brand. Their brand exudes confidence, physical endurance, and positivity. On the other hand, the Dove brand projects true inner beauty and, with impeccable marketing strategies, continues to remain a pioneer in skincare.
Leverage on testimonials
Usually, personal branding allows you to talk extensively about yourself, but how about letting your customers do the talking this time? Otherwise known as word of mouth marketing, it is a tried and tested marketing strategy. If you can utilise this approach, you may succeed in catapulting your company to new heights. Good feedback has the potential to sell your products and services on its own.
Keep in mind that customer product recommendations lead to increased credibility. There is nothing better than one client hearing about the usefulness of a product through another loyal patron. By this, you automatically enhance your chances of retaining consumers of your merchandise. That is the power an endorsement can yield.
Making your brand stand out from that of your competitors is not a walk in the park. A lot of strategic hard work goes into achieving the desired image for your business. Even for centuries-old companies, branding is still work in progress to suit the times. Hopefully, you have learned some new things to make your brand stand out for a long time.
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