It’s time for your second lesson in the Small Business Branding Made Easy Crash Course. I hope you found lesson one helpful and took some time to think about how you want customers to perceive your business. Here is the link, in case you missed it.
As we discussed in the last lesson, branding is all about how customers perceive your business. Your brand is the promise that you make to your customers and as you develop it, it’s pertinent to keep your ideal customer in mind.
If you don’t know who your ideal customer is yet I recommend that you take a break from this course and go download the Customer Avatar Worksheet from Digital Marketer and take some time to get clear on who you’re selling to!
You can get it here…
With any branding campaign, the goal is to spark an emotional connection between your customer and your business. When you can accomplish this, you will create a loyal following of people that can’t wait to buy what you offer.
It’s no secret that most customers hold true to products they enjoy. It’s very common for a customer to be so attached to a brand that they won’t even consider buying from another one. Take people who drink Coke and ask them if they like Pepsi and nine times out of ten, you’ll get a resounding NO!
Along with knowing who your ideal customer is; it’s also a good idea to find out what they think of your business.
– Do they know you exist?
– Do they have a clear understanding of what you offer?
– Do they have any negative impressions of your business?
– Do they have any positive impressions of your business?
– Do they see you as trustworthy enough to buy from?
A good way to collect this data is by using surveys. This will give you valuable insight into what your target audience knows and wants from your business and help you build a campaign that will be irresistible to your target market.
Here are some touch points to consider:
Quality – How well do your products satisfy customer needs?
Value – Do your customers put a high value on what you offer?
Visual – Is your business/products visually appealing to consumers?
Senses – Can you use sight, smell, taste, touch, and sound to make an impression?
Personality – Can consumers relate to your business on a personal level?
Emotion – Does your business appeal to consumers’ emotional state and needs?
When it comes to building a strong brand, perception is everything. Especially when you’re trying to stand out in a competitive niche. Being perceived as “the best” in a customer’s mind can be the difference between success and failure. If you can manage tap into your customers’ minds and get them connected with your business on multiple touch points; you will be rewarded with a loyal following of brand advocates.
Before your next lesson, want you to take some time to do some research on the touch points in this lesson. Think about the questions above and jot down how you can incorporate them into your branding campaign.
That’s it for today’s lesson. In your next lesson, we will be talking about how to establish the identity of your brand.