If you are like most people, you probably believe you already know what a brand is and perhaps think it has nothing to do with you.
Sure, big companies like McDonalds, Lexus and Coca Cola have big brands. Everyone knows that. But pause for a moment and think about your favourite mom-and-pop restaurant, your preferred dry cleaners, or even your doctor.
Why do you go to those particular places for what you want? In those cases, you’re not shopping price, you’re shopping something else. Something intangible. Something called “brand”. It is not only about how good the food is or how fast they clean your clothes. It is a feeling you get when you go there.
The feeling may be that you are special; that you are a valued customer; that you believe they know you or actually care about you. Maybe they do.
Does your business give customers the “right” feeling? Curiously, what you think brings in your customers may be wrong. It is the customer’s truth that matters most. I prefer a certain coffee shop because I like the morning sunlight in their open, airy dining room and their iced tea is good. But I agree with the other regulars: Their food is pretty bad. Yet when I asked the owner, he assured me that his place is popular because of his great food.
It is crucial that you not only know the elements that make up your brand, but find ways to convey your unique brand identity in ways that will attract more customers who want what you’ve got.
Related: How To Brand Your Business
To figure that out for your business, reflect on these questions, and then poll them. Good brand awareness makes good sense.
What do people hear?
- Is there a voice or music that starts playing as soon as they hit your landing page? Could it be turning people off? Personally, I will leave any site that immediately gets noisy.
- Is there music in your business that attracts a certain age group? Does it repel another?
- When a prospect calls, are there dogs, kids, TVs, shouting, etc. going on in the background? If you aren’t in the business of pet grooming, daycare, television sales or marriage counselling (smile), these sounds shouldn’t be heard.
- Do you have annoying hold music? Or none at all? Or the kind that makes people feel anxious, even if it is your favourite song?
- Is it loud while they are in your place, when more customers might want quiet, or vice versa? Everyone has left a restaurant because it was too loud or too quiet. Make sure your noise level matches the brand reputation you want to build.
What do people see?
- Is your website some hokey, outdated template from two years ago that doesn’t help customers get where they need to go with minimal fuss?
- Are you using unpopular colours on your site, your walls, or your uniforms? Each country, each region has colour preferences. Look them up online if you don’t know yours. It’s not about you, it’s about the people you are trying to attract.
- Is your storefront appealing or messy? What’s the first thing people see when they step into your place of business?
- Is the first employee a customer sees unappealing in any way, texting on their phone, or otherwise a turn off to your customer?
- Is your place dark? If it’s not a tavern or a night club or a swanky restaurant, you are losing business if it is dark in your shop. The online equivalent is websites with black backgrounds and white words. (There are some exceptions). Note that the grocery store in town doing the most business is the one with the best lighting. This isn’t an accident.
What do people taste?
- You make think this sense applies only to places that serve food, but it doesn’t. Surprisingly, there are many ways to make sure your wares “taste” right to the customer.
- Obviously, is your food appealing? A group of researchers filled three bottles with the same tap water.Two bottles had the big brand labels. They affixed a made-up label to the third. Then they asked people to sip their usual brand, then try the “new” brand.Most taste testers were able to identify multiple differences between “their” brand and the new water. But all three bottles contained the same water!It is the brand positioning that determined the customer response, not the water itself.
- Is your place of business in “good taste”? Everyone has seen calendars of women in bikinis on the wall of an auto repair shop, but is that making any of the customers uncomfortable?If your office furniture is a mishmash of second hand stuff, your desk is a mountain of clutter and old coffee cups, or your space is crammed with dusty old stuffed animals or your beloved collection of Barbie dolls, would you guess that the majority of customers and prospects see that as being “in good taste”? Probably not. Does your furniture belong to a prosperous business or one hanging on by the tips of its fingernails?
- Do people walk away from a customer service interaction with you or your team with a “good taste in their mouth”?
What do people smell?
- There’s a lot of research into smells and how they unconsciously affect customers. That’s why you can smell McDonald’s fries blocks away. That’s why when you walk into certain stores in the mall, you smell a specific scent. Is there a scent you could subtly share near your entrance to anchor that into your customers’ minds? Our olfactory sense – the sense of smell – is thought to be one of the most primal and the most memorable.
- Naturally, it is important customers don’t smell anything unpleasant. Like that garlic pizza box you stuffed in your desk drawer…last week. Or the banana peel in your trash. It seems such a small thing, but you have the opportunity to control the entire customer experience, so you may as well make it optimal. At the very least, get a bottle of Febreeze.
- People who do not have pets or who do not like a certain type of animal (or have allergies) can immediately smell an animal in someone’s office. Unless you are a vet or a groomer, it is probably a good idea to make sure that your pet is bathed regularly, its bedding in the office is washed often and careful attention is paid to any “accidents”.
What do people feel?
- Is your place grungy or dirty? Are your restrooms? Women usually notice this stuff. Once, I was lying in a hospital bed watching an orderly “mop” my room, but he was just swishing debris around with a rag mop. He didn’t cover even 30% of the surface. No one I care about will ever use that hospital again. If customers feel like they have to go take a shower after being in your establishment, you’ve got a problem.
- Do people feel like you’re glad they are there or like you’re an imposition?
- Does your sales pitch make them feel slimed?
- When the minimum wage clerk you hired mumbles “May I help you?”, do you really think that is engaging the customer and making them feel welcome?
- When it takes you 48+ hours to respond to an email, or an online inquiry, or a complaint – does that make the customer feel valued?
- Do you feel like your doctor – who has seen more of your body than most people – would recognise you if you approached him or her in a public place? Would you recognise your customers, even your best ones? The more special you can make your customers feel, the more loyal they will feel toward your business.
- When they leave your place of business or your website, what feeling do they experience? Are they smiling or running for their car?
- If you sell online, does your relentless, thoughtless, overwhelming follow up sequence make them feel like they got their lips wrapped around a fire hose inadvertently? Your opt-outs will answer this question.
The “five senses check” is a good idea to run your business through twice a year, so you can be sure what you’re doing is aligning with the brand you are trying to establish. Consistent, positive, reliable, repeatable brand interaction is a key component in any business’ success.
This article was originally posted here on Entrepreneur.com.
Ask These 3 Questions To Determine Where To Spend Your Marketing Budget
Stretching your marketing budget is imperative, especially when there aren’t that many marketing rands to stretch.
As you grow your business, it’s important to be creative and efficient with your money. When it comes to marketing, there are a number of cost-effective ways to spend and save your money. So, if you’re worried about marketing on a limited budget, here’s some helpful info to know.
First, great marketing is about highlighting wants and needs and attaching them to desired outcomes. It’s possible to do that regardless of budget — and every company’s strategy will be different.
For example, when my consultancy worked with Dollar Shave Club to grow its platform beyond viral videos, we focused on establishing a unique voice, which led to creating an editorial component. When we worked with Arnold Schwarzenegger on his fitness and nutrition products, we focused on creating a core mission and understanding why he was involved in the product. And when we worked with Four Sigmatic to market its coffees and teas, we focused on customer acquisition and retention.
3 Questions that Cut Through the Clutter
Those projects all started with the same three questions: What is the value and purpose of your product or service? Who is your target audience? And what is the best platform on which to reach them? That’s where you’ll want to invest most of your attention before you determine where to spend your money. (Notice my word choice: Your planning is an investment; where you spend is a cost.)
1. In general, we prefer to use digital campaigns
It’s easier to track what works and what doesn’t. Plus, digital creates multiple opportunities to engage. Think of it this way: 10% of your audience will buy, 10% won’t and 80% will be on the fence. Would you rather have one shot to convince that 80%, or multiple? By retargeting through something like Facebook ads or Google, or even creating a distribution channel like an email list, you can communicate repeatedly.
2. If you don’t have an audience, spend money fishing in small ponds where you know you can get a bite, and then set yourself up to communicate repeatedly
(This is where creating content as a form of acquisition or building an email list can be incredibly valuable.) Depending on your product or service, this could mean a very targeted ad to a small audience on Facebook — rather than attempting to reach millions — or setting up a pop-up shop, or getting a spot at a local farmers’ market.
3. If you already have an audience, turn them into super-fans who will bring their peers into your universe
Identify previous buyers and give them direct access to you through focus groups or calls. Reward them for their time with product or a gift certificate. When you show your consumer that you care about and appreciate them, it not only increases the likelihood of repurchase but also helps them personally invest in the soul of the business. Not to mention, their insights will help you understand why they bought and how to replicate that process.
Whatever you do — and no matter how big or small your budget — keep finding better answers to the core marketing questions and your success won’t hinge on any one platform.
Gen Z Is Coming! Are You Ready?
How do you market your company to this generation?
According to the CNBC, about 61 000 Gen Zers are on the verge of entering the workforce and consumer market in the US alone.
They are digital natives; they have grown up in a world of vines, txts (yes, we know) and internet. Their attention span is shorter than ever, they are more connected than any other generation, and they are brilliant multitaskers. Gen Z is a more tolerant generation but also more cautious; studies have found less risk-taking amongst this group and an increase in thoughtfulness and questioning authority.
So, on the one side of this coin, how do you market your company to this generation?
1. By being transparent
Be upfront about your business, what you’re doing and how you’re doing it. They have lost faith in corporations. Thus, you must stop relying on and hiding behind small print. Yes, you need terms and conditions to protect your company, but when it looks like a miracle weight-loss advert of the 80s (“Eat anything you want just take this pill. Ts&Cs apply.”), you’ll lose customers.
Related: Investing in Young Entrepreneurs
Gen Z consumers want to see you are real; they don’t want models or celebrities but regular people who can assist them in a manner that speaks to them. And they will hold your business is socially accountable. Instead of producing millions of T-shirts at the cheapest possible price, they want local, equality and free-trade, and they want to know what businesses are doing for the environment and society.
Gen Z won’t accept your claims at your word; they want to see evidence in your company culture.
2. By offering options
A jewellery purchasing study has found that most Gen Zers don’t have a preferred shopping platform. What this means is your messaging, availability and culture need to be spread evenly across all contact points – sales, call centres, website and digital advertising. In fact, many Gen Z consumers rely on mixing their contact points.
That being said, they want immediate action. If they see something they want online, they will go to the shop just to have the item right now. More than immediacy, they also want custom-made or made-to-order products and services. They shy away from traditional made-to-stock methods, which creates plenty of room in the production industry.
3. By being forward thinking
We have to always remember what was mind-blowing inventions to other generations are the norm for Gen Zers. They hold brands and businesses to high expectations, and instead of being loyal to brands, expect brands to be loyal to them. As Gen Z is more focused on individuality, they are also proving to be a generation with a high entrepreneurial output. All this shows that they don’t want the norm; they don’t crave what’s new today, they want tomorrow, sustainability and innovation, and they want it now.
On the other side of the coin, how do you attract this generation to work at your company? In much the same way.
1. By being transparent
As much as you are hiring them based on what they bring to the table, so too are they looking at what you can afford them. But, they don’t just want to hear you tell them about the benefits, they want to see it – and they are not after just money. Gen Zers want to be financially secure, but also one that is fulfilling; one where they find purpose in their jobs and company.
2. By offering options
Gen Z employees don’t want to work eight to five, they don’t want to be chained to a desk, and they don’t want to be micro-managed. Give them flexibility on how they want to conduct their work and how they can communicate with their colleagues. Create an understanding workspace for their needs and help them improve their skills – for instance, it’s been reported that a stumbling block for Gen Zers is communication. Growing up with emojis and text messages make face-to-face conversations, business calls and writing emails difficult for them.
Gen Z employees want to work hard and grow their skills. Even though they’re growing up in a super-paced society, they want to climb the corporate ranks at the given speed. What they crave, with urgency, is gaining value from their jobs.
Related: The Z Generation
3. By being forward thinking
They are lateral thinkers, and their creativity is not just outside the box but has broken the box completely. Gen Z is incredibly tech-savvy, and they will challenge the systems and procedures you have in place if these are not providing the needed speed and data required. Thus, they crave to work in an environment where they can push boundaries and ultimately help the company move forward. Hiring from the Gen Z pool can provide you with innovative insights into your business that can grow it towards tomorrow’s giants.
The only way to be sure you are future-proofing your business is by guaranteeing it caters for future customers and employees, by relying on forward-thinking enterprise resource planning software, for instance. Epicor ERP software ensures that their clients stay agile and innovative through trusting top minds to build and develop intelligent systems that open doors for Gen Zers. It’s Epicor’s innate tech-savviness that allows them to visualise the landscape of tomorrow and develop the software to support it today.
Free Sample Marketing Plan Template
You don’t need an MBA to write a marketing plan for your business. While no two businesses are alike, all solid marketing plans need to provide specific information. Use this sample marketing plan template to get you started on the right foot and cover all the essential information.
Your marketing plan should provide a comprehensive blueprint of the business, its market and associated market activity, its position in the market, target and expected customers, offerings, competition, solutions and contingency plans.
Using a sample Marketing Plan Template can save you a lot of time in creating your own marketing plan.
Download a Sample Marketing Plan Template
Use the free templates below to help make sure you’ve covered all the important bits:
Recommended Marketing Reads:
- Smart Marketing Ideas for Small Businesses
- Mega Guide to Online Marketing
- Marketing Toolbox for the Entrepreneur
- The Ultimate Marketing Tool Library for Entrepreneurs
Lessons Learnt1 week ago
Lessons From The Rich And Famous: Manage Your Money Like Oprah To Avoid Going Into Debt Like Nicholas Cage
Snapshots2 weeks ago
Vuyo Tofile Of EntBanc Group Talks About Finding Solutions And Partnering To Offer The Most Value
Snapshots2 weeks ago
Mike Sharman Talks About Retroviral’s Successful Campaigns And The Importance Of Social Media In Marketing
Snapshots2 weeks ago
Eben Uys Shares His Concept Behind Mad Giant Brewery And How You Can Make Your Business Stand Out In A Crowd
Personal Finance2 weeks ago
14 Ways To Make Quick Cash On The Side
How to Guides2 weeks ago
The 10 Most Reliable Ways To Fund A Start-up
Increase Profitability1 day ago
Leon Meyer GM At Westin Cape Town Shares 4 Experience-Driven Tips On How To Keep Your Team Productive
Snapshots2 weeks ago
Start-up Insights And Advice From Miles Kubheka, Founder Of The Vuyo Brand