Are your clients’ perceptions of your brand a key factor in their decisions to purchase your product or service and to remain loyal customers?
Branding gives you the opportunity, over time, to associate your organization with the benefits and values that are important and relevant to your customer. In a fast-paced, ever-changing global marketplace, your brand represents the promise of service and the expectancy of future benefits. The expectancy of these future benefits motivates buyers to place a higher value on your brand and to be willing to invest in building a relationship with you and your brand. Therefore, maximize any opportunity you have to distinguish your brand. One way to do that is to identify and to clarify your marketing communications so that your brand stands out from among all the others.
Certain aspects of your brand, if updated or enhanced, can bring additional value to you and to your customers. Examine the following areas for potential improvement: 1) the promotion of core organizational values, 2) your writing style and tone, 3) the prioritizing of content messages and 4) the cultural relevance of your brand to your niche audience.
* Refine the details of the core organizational values your brand promotes. Does your brand convince buyers to choose your products and services over that of your competitors? How is your core brand identity conveyed in your marketing? Do your core values connect with customer needs?
* Select a writing style and tone that speaks to your niche audience. What writing style is appropriate? Formal? Conversational? Informative? Persuasive? What terminology does your customer group recognize? Are your customers experts? Or, are they new to their field?
* Choose content relevant to the challenges your audience seeks to solve. What do you want your audience/ideal reader to think or feel? What action do you want them to take? Does your core brand identity speak to customer attitudes, preferences and likes? Do your messages promote conviction and action?
* Develop messages in media that are culturally relevant to your customers and prospects. What is the culture of your organization? How does it compare with the culture of your customers? In developing messages and choosing media, consider the strategic importance of customer orientation, competitor positioning, length of marketplace initiatives and any other factor pertinent to your core customers.