A lot of small and medium-sized businesses have at their core a fantastic service or solid product offering. Success can certainly be had by getting in front of the right people and into the right hands, resulting in sales. That is, afterall, what drives the bottom line. Or is it?
Sure, a product, can sell itself if is in the right place, at
the right time and the right person is there, but what happens if one of those
factors is not present? The precarious balance between right time, right place
and right customer is thrown out of whack, and subsequently the likelihood of a
sale declines. Going even further, what if that was your only opportunity to be
in front of this potential customer? Now it becomes obvious that most of the
sale is left to chance.
So how do you eliminate some of that uncertainty? By building
your brand and implementing a strong marketing communications framework that
builds touchpoints for potential customers to have contact with your product or
service long before a purchase is made.
How does building my
brand help?
By building your brand, you are building a relationship with
your potential consumers beyond the brief window in time that the purchase is
made (or service is acquired, etc.). The purchase transaction really represents
only a fraction of the decision-making process: the end result. Building your
brand ensures your presence with consumers is ongoing throughout that process,
and helps you avoid being lumped together among many other choices in the
marketplace. It’s not enough to simply be present in the marketplace: your
brand needs to be the only choice
for your customers, and to do this, it must stand out well ahead of purchase
decision time.
How do I build my
brand?
I mentioned ‘touchpoints’ above. These are each opportunity
a potential customer has to interact with your brand be it via your Facebook
page or group, Twitter account, blog, website or customer service centre, etc..
One of the best ways to build your brand is to capitalize on each touchpoint
with a consumer. This can be accomplished by ensuring the messaging and visual
representation of your brand (or company, depending on the goals) is consistent
and communicates a clear message, usually built around what your brand
represents. For example, ensuring consistent use of a tagline, logo and even
customer service policies at various retailers are all ways that contribute to
the relationship you are building with your potential and existing customers.
This reinforces your brand at each and every touchpoint, helping to keep your
brand top-of-mind outside the moment of purchase, setting yourself apart from
competitors and leaving less to chance when it comes to generating sales.
Summary: Building your brand helps to differentiate your product
or service in the mind of potential and existing customers well before a
purchase decision is made. This can be accomplished by utilizing touchpoints to
communicate your brand’s message consistently, thereby building a relationship
and top-of-mind awareness with your target audience.
I will cover essentials to deciding on your branding
strategy and messaging in separate post very soon! Stay tuned…
