The majority of purchase decisions are based on emotional response, not pricing. That is just one reason why it is so essential for you to reach out to your customers and really try to connect to them. Organizations that focus more on winning hearts than offering bargains do so by creating a well-defined, relatable bond with consumers. It is amazing how much that can help sell your product and build loyalty. Plus, people are usually willing to spend more money on high-quality products and really good service. Here are some creative ways to define who you are as a company, brand your business and jumpstart your marketing efforts.
1. Find Your Archetype
While we think of archetypes in terms of epic tales or subconscious imagery, that’s exactly the kind of thinking you want to appeal to. There are certain common characters: heroes, caregivers, jesters, teachers, etc. Figuring out which character your company fits (or vice versa), can give you a way to create a compelling story. This can also help create something for your customers to relate to. If they are able to hear and relate to your story they can really find loyalty and comfort in your business.
2. Be Honest
While you should celebrate what you do well, focus on that, and don’t make claims, especially where you can’t deliver. If the big players have huge call centers or fleets of trucks you can’t compete with, focus on the areas where you excel, such as your experience, attention to detail, and so forth. All you have to do is make sure that you are honest with your customers. If you do that, most of the time, no matter what you will always have their respect.
3. Relate Through Transparency
Many customers don’t relate to faceless, impersonal logos. For a small business, opening up to customers in a transparent way creates a level of familiarity and trust. Show your picture, talk about your MBA degree online, and both personal and professional goals and challenges.
4. Own Social Media
You can do all this on sites like Facebook, while inviting feedback to fine-tune your brand. Tweets should go with your company style – edgy, funny, optimistic, etc. Be consistent and compose tweets that people will value and re-tweet. Create a profile on LinkedIn that helps portray you as an industry authority.
5. Personalize Communication
In all your outgoing email, newsletters, website logins, or direct mail campaigns, find applications that let you personalize the message for each recipient. Craft your messages to be friendly and helpful. Building a rapport with every single customer helps maintain a sense of involvement that you need.
6. Show You Care
You should demonstrate that you care about people and want to help. Associate your company with a worthwhile cause such as wildlife conservation or climate change. You don’t have to give big checks to charities; just find and promote a cause that fits your brand.
When we think of branding we tend to think logos, slogans, or slick advertising. But, you need to interact with your audience on a positive emotional level as you brand your business. If the audience really likes, trusts, and identifies with your company, they’ll buy.
Kara Masterson is a freelance writer from Utah. She graduated from the University of Utah and enjoys writing and spending time with her dog, Max. Kara recommends looking into MBA degrees online at Villanova to help you find new ways to brand your business online