Many marketplaces are crowded with small businesses – so it is important for you to do everything that you can do to stand out from the crowd. One of the best ways for you to do this is by utilising branding. The branding of your business can help you stick in the mind of customers and bring them back to your organisation over and over again. So with that in mind, here we present six branding tactics that any business can use to help them to make an impression on customers and stand out from the competition.
Create amazing video content
Businesses that are not embracing video content can risk falling behind in their own marketplace. Video is now an absolutely critical element of marketing, no matter what industry you work in – 54 per cent of customers say that they want to see more video content from the brands that they are interested in.
Now is the time for your business to start creating stunning video content that matches your branding guidelines. It can make sense to work with external video specialists, especially if this is not something that you have ever tried before.
Embrace green credentials
Is your business in a position to go green? You might be surprised at what a difference it can make to not only your customers but also your staff when you embrace environmentally-friendly solutions to your issues. A great example of this comes in product packaging, where there is increasing demand for solutions that don’t damage the environment.
Many providers are now offering biodegradable packaging for products which can be customised with your branding. This is a great way to improve the environmentally friendly credentials of your organisation without compromising.
Place the focus on the customer
Too many businesses base their branding around what makes them different, and put their attention on why customers should choose them over competitors. However, this is very much the wrong way to look at it. Your customers aren’t actually interested in your business – they are interested in how your product or service affects their lives.
Make sure that when you work on your branding, you put the focus on the customer. How will buying from you improve their life? This is the key question that you should answer, not: why should a customer choose you?
Show off your expertise
Businesses will commonly put far too much focus on the final stage of the customer journey – the sale. However, it is important to get them there first. And to do this you are going to need to establish your knowledge in the field.
When people think of your brand, they need to associate you with having expertise in your marketplace. This will make them come back to you for information, at the first stage of their journey to purchasing. If you can provide them with fantastic, relevant information about the product or service that they are searching for, they are much more likely to stay with you to the eventual sale.
Ensure that your message is consistent
There is nothing more frustrating to a potential customer than when they can’t understand the messaging of a brand because it is inconsistent. This frustration will often exist well below the surface, but it can make the difference between someone converting on a sale, or leaving your business for a competitor.
All of your team members need to be trained in how to promote the brand using appropriate messages. It’s no good having staff talking endlessly about how much cheaper your product is than competitors if you are a luxury product working on a different segment of the market.
Leverage your good reviews
You need to embrace customer reviews, as they have never been more important. Whether they are on Google, on your website, or on external independent review sites, they paint a picture of your brand. There is nothing more effective that having unbiased customers saying fantastic things about you – it goes so much further than you saying those things about yourself.
Promote those good reviews – they are as valuable to you as a personal recommendation made to a customer.