What attracts consumers to your brand and turns them into loyal customers are the unique qualities your products and services have to offer. You provide something that no one else does or in a way that no one else does. Otherwise, why would you be in business?
Your Brand Is Not a Cliché
Your products or services are unique, so make your marketing as unique. Don't package your marketing messages in clichés or overused phrasing that has lost its real meaning. It's not enough to say that your brand is "the best widget maker around." You have to dig deeper than that and get to the core of why your brand makes the best widgets. That why is what consumers are interested in and what will keep them coming back to your brand time and again.
Find Your Brand's Standout Power
Because you spend every day with your brand, it may not be obvious to you exactly what makes your brand so great. You just know it is!
Here are some questions to help you brainstorm what gives your brand its standout power:
- How are you making life easier for your customers?
- What follow-up or customer service do you provide?
- Why do you stand above your competitors? Why would customers choose you?
- What proof do you have that your brand is standout? Customer ratings or testimonials?
- What stories can you tell about how your brand has worked for others?
Don't just ask yourself and your staff. Ask your customers! They can be the best resources for true insight into your brand. Send out surveys to your current base and see what they have to say. A lot of times companies are taken aback by the critiques and praises they get. You can use this data to mold not only your website language and images, but also your ads and the way you sell to you people. Remember to look for common themes within the surveys to address the biggest pros or cons of your business. Don't try to fix it all at once.
Remember: in creating your brand's promise for marketing messaging, don't just describe what your brand does. Describe what your customers get every time they choose your brand. Highlight the value you will bring to them with every interaction with your business. Remind them of this every time you get off the phone with them, obviously in a non cliché way, and your call backs or order times will improve.
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