Do you think the perception that your brand gives off is important? You better believe it is. But there’s much more than just branding that makes a small business successful.
It doesn't matter if your business is small or large, the way you create and position that perception to your customers is of the utmost importance.
The link between a thriving business and a successful branding campaign is based on winning the hearts of your target audience.
Since purchasing decisions are almost entirely based on emotion, the organizations with a likeable brand are usually the most successful. Here are a number of key methods for evoking an emotional response from your business’s core market:
1. Being Trustworthy Goes a Long Way
In an age of ample choices for consumers, an organization without a highly recognizable and trustworthy brand will have a difficult time staying relevant. In order to stand out and gain credibility, establishing trust and respect is paramount.
For example, it makes no sense to position your brand as very high-end if you’re targeting budget-conscious consumers. Likewise, brands aimed at a middle-aged demographic should avoid campaigns that position them as too playful or juvenile. Delivering an inconsistent message could make your audience question your integrity.
2. Build Your “Tribe”
If you want to build a collective group who can “spread the word” about your brand, it must revolve around positive word of mouth from friends, family and colleagues. That’s why the message must be relatable, relevant and focused on branding your business from the inside-out.
The most effective place to begin your branding efforts is internally with your employees, then your current devotees and finally with their contacts. If the message is focused towards contacts of those who already know, like and trust your brand, achieving the same effect on them becomes much more efficient.
3. Show That You Understand
Ever heard the saying “People don’t care how much you know until they know how much you care”? Well, if you want your brand to stand out, your company not only has to understand your customers' problems, but also to show them that you can solve them. Showing your customers that you genuinely care about their questions and concerns, you form a connection and they recognize that they are a priority to you.
4. Expose Your Strengths and Weaknesses
To make a real connection with your target market, it’s important to show them what distinguishes you from competitors. And that not only includes your strengths but also your weaknesses. Focus on being authentic and enhancing your strengths, but when something goes wrong be honest with your customers and make sure you do everything possible to fix the issue.
5. Charity Begins at Home
Besides the business-related benefits of being charitably-active, showing compassion and concern for the well-being of others is an ideal way for your organization to engage with the community. Whether it’s starting a fundraiser or sponsoring an employee cause, giving back to your community can improve your reputation and expand your group of potential brand ambassadors.
Have you got a good grasp on your company’s brand perception and is your brand properly positioned towards your target market?
Social Life Management and its Social Life platform offers a suite of social media and online reputation management tools and services that will help to make the most out of your online branding efforts.
For more information on the best way to brand your business, visit SocialLifeManagement.com.
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