Building Your Brand: 4 Points To Consider. Here are four things you should keep in mind as you build your company’s brand:
1) Own the “Significant Thing”: Dole tried to be all things to all people spend your time focusing on a single clear message. Mercedes-Benz owns “ Engineering “ in the car industry because it’s focused on that singular message for decades.
2) Consistency is key: consistent presentation will ensure that your customers recognize you. Be consistent in the use of logos, taglines, visual elements, tone, and ad copy. Coca-Cola it is one of the most recognized brands in the world because they haven’t changed in decades. Make sure your brochures, website, Direct mail, and all the other advertising have the same feel and message. Building Your Brand: 4 Points To Consider
3) Make your message relevant: know your audience, know what they care about and how to speak to them. Make sure what you sell is what they need. Remember the conversation should always be about your audience, not you.
4) Use a strong offer to motivate: you want your audience to remember you and you want its members to buy from you. You need to move them to action. A strong offer should give them a reason to buy. Make the offer clear and appropriate for your brand.
5) Identify your reasons-to-believe.
Your brand promise is irrelevant if your customers do not believe it. Therefore, your promise must be supported by reasons-to-believe. This will automatically add substance to the promise and define specific expectations for the customer.
6) Identify customer touchpoints.
Each individual step in your business process contains a number of touchpoints when the customer comes in contact with your brand. Your ultimate goal is to have each touchpoint reinforce and fulfill your marketplace promise.
7) Determine the most influential touchpoints.
All touchpoints are not created equal. Some will naturally play a larger role in determining your company’s overall customer experience. For example, if your product is ice cream, taste is typically more important than package design. Both are touchpoints, but each has a different effect on our customers’ experiences as a whole.
8) Design the optimal experience.
Once you have completed the above three steps to building a brand, you should be able to design your optimal customer experience.
9) Align the organization to consistently deliver the optimal experience.
A holistic approach to aligning your organization to consistently deliver the optimal experience is essential. Identify the people, processes, and tools that drive each key touchpoint.
Every time a customer comes in contact with your brand, they will have either a positive or a negative experience. Those experiences will add to their perception of your brand. Those experiences are recalled later when it’s time to make a purchasing decision. How do you want your brand to be remembered when the time comes for a prospect to buy? You need to start building that positive perception today and do whatever is necessary to maintain it. Building Your Brand: 9 Points To Consider
Good luck. Building Your Brand: 9 Points To Consider